Lesson 1 of 6
Why "I train everyone" weakens your marketing
Learning objectives
- Understand why being a generalist costs you clients
- See how vague positioning kills referrals and content
- Recognise the real fears behind staying generic
- Commit to the idea that focus attracts, not excludes
Generic marketing speaks to no one
When a PT says "I help anyone get fit," prospects hear nothing specific. The brain has nothing to grab. People do not buy from coaches who sound like everyone else — they buy from coaches who sound like they understand their exact situation.
A 42-year-old mum returning to training, a desk-bound office worker with back pain and a club rugby player rehabbing a knee all have different needs, different language and different fears. "Everyone" reaches none of them.
Generalists have nothing to post about
Content is impossible to create when the audience is undefined. The generalist PT freezes at the camera because they do not know who they are speaking to. The niched coach has endless content because they know the exact problems their people face every day.
Referrals also break down — friends cannot easily say "you should train with X because…" if there is no clear because.
The real fear behind generic positioning
Most coaches stay generic because they are scared of turning anyone away. The truth is the opposite: a clear niche makes the right clients lean in and pay more. The wrong clients were never going to buy anyway.
Focus is not a cage. It is a starting point. You can always expand once you have built trust and authority in one place.
Founder insight — Derrick Twum
Derrick learned that MEM only grew when it stopped being for "everyone in fitness" and became something specific: PTs and underserved communities who wanted both a livelihood and a mission. The same focus is the unlock for an individual coach.
Key takeaway
Generic positioning is invisible. A clear niche is the fastest way to attract clients, generate content and earn premium pricing.
Reflection questions
- 1If a stranger asked who you help, could you answer in one sentence?
- 2What kind of client do you most enjoy working with — and why?
- 3Which clients drain your energy?
- 4What are you scared will happen if you niche down?
Action task
Write down the last 10 clients you have worked with. Group them by type, age, goal and life stage. Identify the cluster you got the best results with.
Worksheet
Work through these prompts. Answers save to this device.
Answers are saved to this device only. Cloud sync coming soon.
Related MEM tools
- AI Business Planner
- AI Marketer
- Coach Profile Builder