3 Reasons Coaches Fail Without Market Research (And How to Fix It)

Leticia Francis Author

Discover the 3 biggest reasons coaches fail without market research & how to fix it. Stop guessing & start making data-driven decisions for success!

You’ve got the passion, the coaching certification, and a social media presence that should be bringing in clients—but it’s not. And now, you're questioning everything. Is it you? Your offer? The coaching industry itself?

Before you spiral into a pit of self-doubt, let me stop you right there. The problem isn’t you—it’s the lack of market research. If you’re skipping this step, you’re basically throwing darts in the dark, hoping one will hit the bullseye (spoiler alert: it won’t).

Let’s talk about the three biggest reasons coaches fail without market research—and how to fix it before your business becomes another “great idea” that never took off.

1. You’re Selling What You Think People Need, Not What They Actually Want

One of the biggest mistakes I see coaches make is assuming they already know what their audience wants. They craft offers based on their expertise and passion instead of validating their ideas with real data. The result? Crickets. Because nobody buys what they don’t think they need.

Example:

Imagine you’re a mindset coach and you create a program around “Finding Inner Peace Through Meditation.” You think it’s amazing, but your ideal client—an overwhelmed entrepreneur—doesn’t resonate with it. They’re searching for solutions to work-life balance and managing stress, not necessarily meditation. Because you didn’t validate your idea, your offer falls flat.

How to Fix It:

• Talk to your ideal clients. Run surveys, hop on market research calls, and dive into conversations in Facebook groups where your audience hangs out.
• Listen more than you speak. Pay attention to the exact words and phrases your audience uses to describe their problems—then mirror that language in your messaging.
• Test before you launch. Before building an entire program, pre-sell it or run a beta round to gauge interest and refine your offer based on real feedback.

2. Your Messaging is Too Generic (a.k.a. You Sound Like Every Other Coach)

If your tagline could belong to any coach in your niche, we have a problem. “Helping women step into their power” or “Guiding entrepreneurs to success” sounds nice, but it’s too vague to grab attention. Without market research, you’re stuck using generic language that doesn’t speak directly to your audience’s pain points or desires.

Example:

Let’s say you’re a business coach. Instead of saying, “I help entrepreneurs grow their businesses,” you could say, “I help burned-out solopreneurs streamline their client acquisition process so they can work fewer hours while making more sales.” The second version is way more specific and makes it clear exactly who you help and what outcome they can expect.

How to Fix It:

• Get specific. Instead of saying, “I help women step into their power,” say, “I help high-achieving women break free from burnout and build a career they actually love.”
• Use their words, not yours. Again, those market research conversations? Goldmine. Take notes on how your audience describes their struggles and use those exact words in your content.
• Call out the exact problem you solve. The more crystal-clear your messaging is, the easier it is for people to recognize themselves in your content and think, “YES, I need this!”

3. You’re Throwing Content at the Wall, Hoping Something Sticks

If your content strategy is just “post consistently and hope for the best,” you’re playing a dangerous guessing game. Without market research, you don’t know what kind of content actually moves your audience to action—so you waste time creating posts that don’t convert.

Example:

You post inspirational quotes, behind-the-scenes shots, and general business tips, but your engagement is low. Meanwhile, your audience is desperately searching for a step-by-step guide on overcoming self-doubt before launching their first offer. Because you haven’t done the research, your content isn’t connecting.

How to Fix It:

• Analyze what’s already working. Look at your engagement metrics—what type of posts are getting the most comments, shares, and DMs? Double down on that.
• Ask your audience what they need. Run polls, post Q&A stickers in your Instagram Stories, or send an email asking what they’re struggling with most.
• Create content that leads to your offers. Your content should build a bridge from “I have this problem” to “Oh wow, this coach has the solution I need.”

Final Thoughts: Market Research Isn’t Optional—It’s Your Business GPS

Think of market research as the roadmap that leads you to consistent clients and income. Without it, you’re just wandering around, hoping you’ll stumble upon success. But with it? You have clear direction, confidence in your offers, and messaging that makes your audience feel like you’re reading their minds.

If you’re ready to stop guessing and start knowing what your audience actually wants, check out The Client Connection Formula (my $7 shortcut to gathering market research the easy way). It’ll help you get crystal clear on your ideal clients so you can sell with confidence.

Categories: : All You Need To Know, The Market Research Process