So what does this have to do with you and your business?

Well… people have problems. They will always have “problems” that need solving. (Especially health and nutrition problems!)

And most are smart enough to save time and effort and just pay someone to solve those problems!

When people go seeking solutions to these problems, they want to do as little research and thinking as possible.

Therefore, in an effort to avoid decision fatigue, your prospects simply look to who is perceived as “the best.” The “Expert.” The “Authority.”

The one who knows how to help them with the specific health problem they need solved.

It’s human nature. People seek out the best and that’s who they buy from.

You don’t invest in training or consulting from those who don’t know what they’re talking about… do you?

Of course not! You seek out the best! And so do YOUR prospects!

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And even if you’re sitting there saying, “but Laura, I’m not the best”

OR… “who am I to be doing this?!”

OR… “No one can actually be the best.”

Well… here is the BIG first step to BECOMING “the best”:

SPECIALIZATION.

You see, the big mistake most struggling coach and practitioner entrepreneurs are making, is they are attempting to be the generalist.

In an effort to attract more customers, they try to be ALL things to ALL people. After all, that’s what we were taught in our educational programs right?

(And trust me when I say I’ve done this before. I told you I’ve made a lot of mistakes in growing my business!)

But when you try to be everything to everyone…

…you end up serving no one!

SPECIALIZATION makes it easy for you to be the best at helping people!

Think about it, being the best at everything is impossible… but what about being the best at ONE thing? Or even just being great at that one thing?

There’s one health topic that you can focus on and be incredible at!

The good news? You don’t even have to be the “best” to get clients.

You just have to be great at what you do and able to get results for your clients.

Being able to demonstrate your ability to facilitate transformation is what turns you into an authority. NOT just the letters after your name.

And SPECIALIZATION doesn’t just make becoming an authority easier.

It gets you more well known because it’s so much easier for you to communicate what you do so that people actually get it.

Nor does SPECIALIZATION exclude others from working with you or “put in you in a box.”  In fact, it does the opposite! It gets you OUT of the box of generalization and white noise.

SPECIALIZATION means your prospects don’t have to think too hard to figure out IF you can help them. Their brains aren’t exhausted sorting your words and trying to figure out what exactly you do.

Your clear and specific message tells them that you know what you’re talking about… and that you can help. (Which is really all they care about.)

SPECIALIZATION also helps you streamline your services, and scale your 1-1 offers to 1-many, meaning you can earn more money with less time spent working. And who doesn’t want that?

If I haven’t convinced you yet that specialization is the secret sauce to a thriving online health and wellness business…

Here’s what my client Laura Poe had to say about how her business changed once she specialized (AKA “niched”):

“Before working with Laura, I had enough business to get by, but I didn’t feel like I was necessarily thriving or meeting my potential. I was confused and overwhelmed by the marketing and sales side of owning my own business.

Niche-ing down has been so helpful and helped me to organize and plan better in my practice; I have gotten more discovery calls, increased my prices, and booked more packages rather than individual sessions; I have also gotten my first testimonials to use in marketing!” – Laura Poe, RD

So… how specialized are YOU in your coaching or practitioner business?

Do you have a clear and specific niche?

Can your audience or followers explain what you do and how you can help them in 10 seconds or less?

If they don’t know what you do or how you do it…

…how do you ever expect them to buy anything from you?

Would you buy from someone who couldn’t explain to you what they do? I sure hope not!