Many coaches waste months building offers, websites, and programs—only to wonder why no one signs up. The problem usually isn’t your passion or your qualifications. The problem is that you’re answering questions nobody is asking.
In this article, I’ll show you a smarter way to do market research. This approach doesn’t require surveys or expensive consultants. Instead, you’ll learn how to identify what your ideal clients are already searching for—and how to use that knowledge to attract and convert them.
3 Myths About Market Research
Myth #1: Market research means surveys or hiring a consultant.
Surveys can work, but they often produce surface-level data. What you really need is insight into where your audience spends time, what they’re struggling with, and the exact words they use when searching for solutions.
Myth #2: Passion alone will bring clients.
People aren’t interested in you—they’re interested in themselves. If your content only reflects your passion, it grows slowly. When you turn the focus toward solving their real problems, you build trust and generate quality leads.
Myth #3: Market research is just competitor analysis.
Studying competitors has some value, but it still points you in the wrong direction. Instead of worrying about competition, focus on your ideal client’s questions and challenges. That’s how you’ll stand out.
The Real Question to Ask
Don’t just ask, “What do people want coaching on?” Instead ask:
“What are people desperately trying to solve on their own?”
Your future clients are already typing questions into Google, YouTube, and ChatGPT. The more detailed their questions, the more specific their problem—and the more targeted your content can be.
Example: Instead of broad terms like “stress” or “productivity,” someone might search “how to be more productive on a construction site.” That tells you exactly who they are and what they need.
Why Going Viral Isn’t the Goal
Viral videos reach huge audiences, but most won’t be interested in coaching. You don’t need millions of views. You need the right people—the ones actively searching for answers in your area of expertise.
Focused, tactical content creates conversations with people who already trust you and are far more likely to become clients.
How To Do Market Research (Step-by-Step)
One of the most effective tools is Semrush’s Keyword Magic Tool. Here’s how you can use it:
- Go to herokeywordtool.com for a free two-week trial.
- Enter a topic related to your niche (e.g., employee retention).
- Switch to the Questions tab.
- Use a Word Count filter (8+ words) to find highly specific search terms.
- Study the long-tail questions that reveal exactly what your audience cares about.
Example: “How do wellness programs with gamification improve employee retention?” That’s a goldmine for creating content because it attracts people already interested in your expertise.
The Key Principle
Your market doesn’t care about your credentials. They care about whether you get their problem.
Don’t build content around your solution, your method, or your jargon. Instead, identify the problems they’re searching for and create content that speaks directly to those struggles.
Next Step
If you’re serious about building a coaching business with real traction, you need to shift your entire marketing approach.
Watch the next episode: Why Your Marketing Isn’t Working. It will help you rethink how you attract clients and show you how to rank your content at the top of YouTube and Google.
