Jessica Osborn [00:00:01]:
Do you have that feeling in your gut that you're just not quite in the right spot in the market? As in, you can see lots of people that you can help, but they're not seeing you. And it's almost like there's an invisible wall there or there's something preventing them from finding you. Well, that probably means that you're not in your sweet spot in the market. You can see it, but you're not there there yet. And this episode today is all about how you discover your market sweet spot. So stay tuned. It's coming right up. Okay, so today we're talking about how do you find your market sweet spot where your ideal clients are waiting? And yes, they.
Jessica Osborn [00:00:53]:
They are. Like, I know that right now in the world, there is a lot of fear and uncertainty just because of a number of factors of things that have been going on in the past few months, maybe even few years, really. We've got some wars that are happening that obviously creates a lot of fear and uncertainty about the future. We've had some big political changes in some very significant countries, such as the US and, you know, all of these things combined, when we put them together, it's created a shift, and you probably have felt it. People may be a little bit more hesitant than they had been a few years back. We're seeing businesses, you know, deciding, or business owners deciding to go back to getting a job just to have more steam, stability, more certainty in their life. And it is interesting to sit there and, and watch this and, and see what's happening. And I wanted to say as well, and share with you that although if you tune in to all of that that's going on right now, and certainly the media slant on it because they always want to create sensationalized news, you could also be feeling that energy and be tuned into it and into the frequency of that energy.
Jessica Osborn [00:02:19]:
So let's provide a different context as to what's happening. I'm not saying that those things aren't having an impact. They absolutely are. And it's a good thing to be aware of it and to know that it's happening because it's only going to help you serve your clients and your market better. But it doesn't mean that it has to be a disaster for your business or that nobody's going to be signing up because of the fear. Because interestingly, looking at the data, the statistics, where you always go to really see what's happening, because the numbers don't lie. Whereas our emotions and our perspective can sometimes be tainted just by what it is that we are tuned into. So what do the numbers say? Well, I researched it only this morning.
Jessica Osborn [00:03:07]:
I looked for the most recent data on the industries, the self improvement industry, which includes things like coaching, self improvement, so books, podcasts, online courses, all of the types of self improvement people may get into. That includes life coaching, health coaching, all of those things. That industry alone in 2025 is worth currently US$64.6 billion and it is growing at a rate of 9%. That is incredible. Right now, the coaching industry alone, so that subsection, the coaching industries, we're talking business coaching, life coaching, maybe spiritual coaching, health coaching, the different types of coaching people are doing. I know there's various forms of life coaching in there, but just coaching. So practitioners who are probably offering either one to one or coaching programs. So I don't know how much that includes online courses.
Jessica Osborn [00:04:13]:
I think that's included in the, in the larger industry, but let's say coaching. So coaching services one to one or programs is worth $7.3 billion this year and it is growing at a rate of 17%. So what does that data tell us? Well, it tells us that now more than ever before and this is a growing trend over the the past few years and it's continuing to grow. People are investing in their own development. They see possibilities and potential that people even 10 years ago just did not see for themselves. They didn't think it was possible. So people are investing in themselves. They're seeing it as important, they're understanding they can break through.
Jessica Osborn [00:05:03]:
They don't have to follow the same pattern that their parents and their upbringing sort of showed them this was your path. Like they're realizing, hey, you can leap out of it, you can jump to a whole different place and it takes you. It's not about something else that's going on or someone else giving it to you or the circumstances in the world. It's literally your decision what you are going to do next and the actions you take gives you the that outcome. So incredible, right? That paints a very different picture of what's going on. People are investing in their own personal, professional and self development now more than ever before. And this is continuing to grow. So yes, the clients are out there.
Jessica Osborn [00:05:50]:
People may be a little bit afraid. They may have also had some past experiences that are making them cautious. And that only leads us into why it's so important to actually find and be in operating in your market sweet spot so that you're not just one of many in a crowd contributing to the noise that's already out there contributing to all that confusion and uncertainty that's going on. People are looking for certainty. They're looking for something that's very clear that they can feel confident in taking that step forward. And there is no way you can have that if you're not being clear and specific. So I wanted to share with you today something that I have certainly noticed and a change that's happened since I first began coaching, which was back in 2017. I taught my clients the power and the value of niching.
Jessica Osborn [00:06:51]:
Now, most people thought they'd done it or, you know, they thought they knew what it was. They thought they had a niche. And when they started working with me, they realized they hadn't gone nearly deep enough. They were literally just scratching the surface. They had assigned themselves to a niche, but really what they were in was more of a market segment. And through the process of. Of getting specific and defining their niche, they actually found what I now call your expert zone. And I actually believe this is deeper than a niche.
Jessica Osborn [00:07:24]:
You can be in your niche, but when you're in your expert zone, it's how you stand out in that niche. Because it's very rare to be the only one in a niche. Right? You. You might say, well, this is my niche. And, you know, you can likely name some other competitors who are in it, which means it's not yours. It is. It is a. It's a group space.
Jessica Osborn [00:07:46]:
Now, the more common that group space is, the more people that are in it, the noisier it is, and the harder it is for you to be seen and to get that visibility. You already know this. I'm not teaching you anything new here, but think for a moment what the difference is when you can go that extra step that most people are very unwilling to do. So to find your expert zone, and it's going to be a bit uncomfortable. It's going to mean, yeah, we're going to actually take another step in, to be more specific. That actually helps you rise up above people. It helps you be more clear about what it is that you do and who it is that you help. And I'm going to add a word on there, which is best.
Jessica Osborn [00:08:34]:
Okay. It doesn't mean. Because you're saying, this is what I do and who I help, and it's specific, doesn't mean that that's the only thing that you can do and they're the only people you help. Okay? Nobody is ever saying that. We just seem to get this belief, I guess, that by narrowing it down, it means that everything that's not. That is a no. And you know as well as I do that's not true. I could help almost every business in some way with their marketing.
Jessica Osborn [00:09:03]:
Whether I'm going to bring in my experience in brand strategy, my experience in online selling, in marketing, in product development, pricing, positioning in the market. I've got 25 years of experience in marketing. I've done everything from digital to events to PR to online. I may not be the top expert in most of those or many of those things, and it doesn't really matter. I have a lot more experience than the vast majority of people out there, which means that I could help almost any business I would have value to add to them. That does not mean that they're all my ideal client by a long stretch. Right? So by me being specific about who I'm here to serve and, and what it is that I do for them doesn't mean they're the only ones I can help. And ironically, people out there know that they actually read and see you being clear about your expert zone and they go, that sounds quite a lot like me, like I'm not an exact fit.
Jessica Osborn [00:10:06]:
But I'm really similar in so many ways. They still reach out, they will still think, hey, you probably can help me too. So it's actually just your own fear that's stopping you from stepping into your expert zone. When you specialize, you become more clear and more confident. You actually have more confidence because it's easier for you to talk about what it is that you do. You can say in less words and that ease, that focus. Actually, instead of making it harder to come up with new content because you're talking about a more specific topic, you know, span, it actually makes it a lot easier. This is one of the most counterintuitive parts of running a business.
Jessica Osborn [00:10:57]:
It defies your logic. So stop asking your logical brain to make sense of it. It doesn't need to make sense. In fact, you could almost say the rule is whatever the logical brain says it is. The dead opposite is what the reality is. So the more specific you get, the more content you have to talk about. Yeah, I know. Weird, isn't it? But this happens time and time again.
Jessica Osborn [00:11:23]:
When I've had some clients, you know, they've come to me saying, oh, it's really hard to create content. I never know what to say. They're kind of always in that place where they feel confused, asking questions, trying to figure it out all the time. And once they have found their expert zone, we go through a three phase process. Inside business jam. So sort of three key layers to your expert zone. Once they've found it, they just. It's like a weight is lifted off their shoulders.
Jessica Osborn [00:11:55]:
I can recall just seeing so many times them sitting there in front of me saying, oh my goodness, I know exactly what I'm going to say. I've got so many things I want to say, you know, it's almost like I now get to choose which one of these ideas that I'm going to talk about today. And. And they kind of have a never ending one well, of content because suddenly they're actually in the place that they need to be. They're speaking from the place where they have their personal power. Now, can you imagine the difference how you're showing up, the authority that you're speaking with? When you're standing in that place where you know it is your expert zone, you feel so at home there. And you know that you found it because you get the feeling that you found it. It's a bit like the feeling, you know, when you've found the perfect pair of jeans or ladies, when you've been looking for your wedding dress, right, You've tried on tons of dresses and they were like, nice, you know, there are lots of really nice ones, but there's just something about them that wasn't quite the one.
Jessica Osborn [00:13:02]:
And then you try on the one and you're like, oh, I just know it straight away. It surprisingly for me, it wasn't even the style of dress I thought that I wanted. I tried on something totally different and I was like, boom, this is it. And it's that feeling, it's the tingling in your cheeks, it's the butterflies in your stomach. It is. It's almost like you've suddenly taken the lid off a jar of energy and it's just flowing through your body. You get the feeling, you know it in your bones when you are in your expert zone, when you've found your expert zone. And that is what enables you to speak with conviction, with confidence, with authority, with all of the things that attracts people to you.
Jessica Osborn [00:13:49]:
Because in this time of uncertainty, of fear, people are drawn to those who are standing up and showing and leading and just literally through how they are speaking and what they're saying. You know that they know their stuff, you know that they're going to be a great guide. They're not second guessing themselves. The people who are in that place where they're a little bit uncertain. We feel it. We feel it. We. It's not in any particular word, it's Just the whole thing put together the energetic signature that you're going out with, we can feel it when there is uncertainty there.
Jessica Osborn [00:14:30]:
So the best thing you can do right now in this world of uncertainty is to get certain, get certain in yourself so that you can show up for the others who are uncertain. You can be their guide, you can be the light that shows them the way and they can put their trust in you far, far easier than what they can now. You know, they are seeking that level of certainty because they don't have it themselves. They, they've tried diying, it's not, they're sick of it. They're like, I just want someone to show me the best way to go, to help me make the right decisions or to guide me. They want that, they really want it because it's just going to make their life so much easier. And yes, people are spending on this stuff. The, the stats do not lie.
Jessica Osborn [00:15:22]:
They are real. Real stats, real data that I dug up this morning and it's all recent from many different sources, by the way. So that's what I wanted to share with you today. So now if you would like some help to discover your expert zone, if you're like, yes, I absolutely need to, that's what's holding me back. It's what's making me feel unsure of myself. I'm not sure, you know, how to describe what I do properly or people get confused when I talk. If any of that is you and if you've been resonating with what I've been saying, then I would like to invite you to join me for a second seven day live challenge that I'm running in just a couple of weeks time starting on August the fourth. It's going to be seven days.
Jessica Osborn [00:16:08]:
By the end of that week, one week, you will have that defined expert zone. You will be clear on exactly what your position is in the market where you have that level of authority, where it's the one for you, you found the dress, you've got the exactly perfect pair of jeans. That is what you have by the end of that week. And that sets you up for everything else that you do with your marketing. It's how you create the right offers that are no brainers, that sell like hotcakes. It's how you write the best messaging because you can't literally write great messaging if you don't have that clarity to begin with. If the ingredients you're putting in rubbish and vague, then you're just getting vague rubbish out the top, right? So we want the Specificity so that your words are going to hit home, they are going to land, they're going to have impact, they're going to shift your person and help them feel confident in taking that step forward with you. It's also going to help you know, what's the right sort of marketing that you should be doing.
Jessica Osborn [00:17:16]:
You can stop guessing, you can stop putting things out because someone else is saying that they've got an amazing, you know, whatever they did, like, oh, I posted reels for 30 days and I got 10 clients or whatever it was that they're saying. You can stop kind of hopping, following that person and then jumping somewhere else and trying to figure out what is the right method. Because it's not about the method, it's actually what you're putting into it. If you don't have your expert zone defined and you, you don't have that level of power coming through in your marketing, doesn't really matter what platform you're on or, or how many times you're posting a day, it's not going to work, is it? So the best thing you can do is to get yourself clear. Get in your expert zone, be there, be there for your people. So this challenge, you're going to be getting the exact same framework that I use with my one to one clients and also that I've been teaching in program business jam for the last four years. So it is a tried and tested proven method. I've never done it in a seven day challenge before and I'm kind of excited.
Jessica Osborn [00:18:26]:
It's going to be a mixture of a very short daily action item, often something for you to think about and answer, some questions that help you get that next level of clarity. Plus some live sessions with me. I'm going to be in the group answering your questions and giving you feedback and really helping you nail it. So I'm going to have a lot of fun. This is the kind of stuff I love to do and you will too. It's going to be heaps of fun. We're going to have a whole group of us really nailing that expert zone in just one week. So usually my private clients pay $2,100 for this.
Jessica Osborn [00:19:04]:
If we work together on a just a pure one to one basis, I decided I would host this challenge for just 1. 1. 1. Yes, I know an angel number. Why? Because I feel like at this time we, with the world, with where we're at, you know, we all need to be believing in the possibilities. We need to believe in the magic that's going to happen once you've discovered your expert zone. So 1, 1, 1. And if you are getting in there right now and you're quick, there is an early bird deal where you can jump in for $97.
Jessica Osborn [00:19:38]:
So make sure you click the link in the show notes below. Go through to get yourself into my Niche Buster seven day challenge and I can't wait to have you in there. This is absolutely for you. If you're a coach, if you're an advisor, you're a practitioner, you know, you work in the self improvement industry, then it is absolutely for you. And yes, it even works for you. If you are a consultant, if you're, you're a service provider, you can leverage this exact same framework to really understand what is your core offering, your service, the expert zone that you should be leveraging for that offering in order to have the most success in business. Why would we not want to have that? I don't know. So click the link below.
Jessica Osborn [00:20:29]:
Get yourself in the seven day Niche Buster challenge. We're going to have an absolute ball in there. It's going to be tons of fun. I can't wait to help you. I can't wait to see more of you experts out there shining your light and helping your people find the way to the outcome they're looking for. That's it for me. Talk to you soon. Bye.
