I was in the middle of a first coaching session with “Brenda” not long ago when I heard her say a phrase that made my warning sign go off.
It sounded something like this:
“I want to help people who don’t understand what (my offering) can do for them.”
It’s not the first time I’ve heard a similar statement from a coaching client.
As a matter of fact, I hear it so often I now have a name for this concept — I call it the “halo effect.”
And when people suffer from it, they can end up focusing on the wrong target audience for years. Sometimes this one mistake — made early on — can make it impossible to build a profitable business.
I have a resource for you in this article — a checklist that will show you how to pivot your business to a new audience.