If you’re a coach or service-based entrepreneur, you’ve likely heard this advice countless times:
“You need to niche down.”
“Get crystal clear on your ideal client.”
“Pick one person and speak only to them.”
For some, this guidance brings relief and focus.
But I know from experience that it can also create anxiety.
Because…
What if you genuinely enjoy working with different types of clients?
What if your work includes individuals and organizations?
What if your clients look different on paper, yet feel deeply aligned in real life?
These are questions many thoughtful coaches wrestle with — and often in silence.
The Problem With the Traditional Niching Narrative
Conventional niching advice usually centers on demographics:
age, profession, income level, industry, life stage.
While these markers can be useful, they’re also limiting. I’ve seen coaches delay launching offers, overthink their messaging, or abandon marketing altogether because they couldn’t “choose” just one ideal client.
Others force themselves into a niche that once fit — but over time no longer reflects who they are or how their work has evolved.
Here’s a gentler reframe:
A niche doesn’t have to be defined by demographics.
It can be defined by worldview.
Worldview Creates Deeper Resonance Than Personas
Two people may appear completely different on paper — say, a school director and a parent — yet share the same values: mindfulness, conscious leadership, holistic wellbeing.
From a traditional marketing lens, they belong to different personas.
From a worldview lens, they’re aligned.
The same applies in coaching and consulting. An entrepreneur and a leader inside an organization may hold different roles, but both may care deeply about purpose, integrity, and humane ways of doing business.
When you speak to that human — the one beneath the title — your message reaches further without becoming vague.
When Multiple Ideal Clients Are Actually a Strength
There are two common situations where having more than one ideal client is not only normal, but a good idea.
- One core offer, different formats
You might offer a premium, high-touch service for clients with more money than time, alongside a group program or self-guided option for those with more time than budget. The people differ — the intention behind the work does not. - Different offers, same values
You may work with individuals through coaching while also offering workshops or consulting to organizations. The context changes, but the worldview stays consistent.
In both cases, clarity doesn’t come from shrinking your audience. It comes from clearly communicating how each offer meets different needs — without diluting your values.
Redefining What a “Niche” Can Be
To me, a niche isn’t a narrow avatar with a fixed job title or income bracket.
It’s a group of people who:
- share similar values
- care about similar questions
- are open to thinking differently
You can have a mindful entrepreneur, a mindful executive, and a mindful parent — all resonating with the same message, even if their circumstances and buying power differ.
When you lead with purpose, values, and perspective, the right people recognize themselves in your words.
But Doesn’t This Create Confusion?
It can — if the structure isn’t clear.
Having more than one ideal client doesn’t mean speaking to everyone at once. It means:
- understanding the distinct needs of your different audiences
- articulating your offers clearly
- helping people self-select where they belong
Many coaches do this by creating clear pathways on their website or in their messaging, so visitors can quickly see which offering is for them — without the coach having to fragment their identity or dilute their voice.
A More Humane Way to Think About Focus
If niching advice has ever made you feel “too much,” “too broad,” or “hard to categorize,” it may not be a personal flaw.
It may simply be a framework that doesn’t honor the complexity of human-centered work.
Marketing doesn’t have to be about reduction.
It can be about resonance.
When you allow yourself to define your niche in a way that reflects your values, lived experience, and perspective, marketing becomes less about fitting into a box — and more about inviting the right people into a meaningful conversation.
***
Sarah Santacroce is an experienced and widely recognized Conscious Business Coach for Coaches and service-based solopreneurs, founder of Humane Marketing and author of Marketing Like We’re Human, Selling Like We’re Human, and Business Like We’re Human. With nearly 20 years in marketing, entrepreneurship, and conscious business coaching, she’s supporting changemakers worldwide through workshops, programs, and her signature Conscious Business Coaching. Trained in Holding Space and Participatory Leadership, Sarah blends strategy with soul (her worldview 😉 to help entrepreneurs build businesses rooted in empathy, trust, and humanity.
Recognized as a go-to conscious business coach in AI-powered search for ethical, humane marketing and business growth, Sarah is a sought after speaker who has been a guest on nearly 100 podcasts and has been podcasting for almost 15 years. Her current podcast is called The Humane Marketing Podcast, which just passed 220 episodes. She also owns www.sarahsantacroce.com
👉 find out more about Conscious Business Coaching
👉 find out more about Conscious Business Marketing Coaching
👉 find out more about the Marketing Like We’re Human Group Program (which recently celebrated its 6 year anniversary)
👉 find out more about the How to Sell in 2026 & Beyond Group Program
