3 Coaching Business Pricing Myths Busted – Does a Profitable Niche Matter?

 
 

All right friends, it’s myth-slaying time.

There’s so much noise out there about how to price your coaching offers, how to find the “right” niche, and what you should be doing to grow your business. Everyone’s got advice — charge more, charge less, niche down, pick the most profitable market, follow the magic formula. But the truth? Most of that advice is keeping coaches stuck, scrambling, and second-guessing themselves.

I’ve seen too many coaches held back by these myths — believing they need to contort themselves into a hyper-profitable niche or undervalue their services just to get clients. But if you want to build a sustainable, thriving coaching business, you need to toss out the cookie-cutter advice and reframe how you’re thinking about pricing, niche, and growth.

“If you try to please everyone, you’ll end up pleasing no one.”

Time to get straight with your coaching business strategy — and free yourself from these myths for good.

Myth #1: You Have to Pick the Most Profitable Niche

This is sooo not true.

Let’s pause for a second and take a step back — what even is a “profitable” niche?

Most of the time, when people throw that term around, they’re talking about surface-level metrics. Niches that are trendy, saturated, or look like they’re bringing in big numbers on the outside. But profitability isn’t something you can measure just by glancing at an industry.

Profitability happens when you’re able to do your best work consistently, with clients you’re excited to serve, in a way that feels sustainable to you.

Sure, certain niches may seem more lucrative at first glance. But if you’re forcing yourself into a niche you don’t care about — or one that drains you — you’ll either burn out, deliver lackluster results, or feel totally disconnected from the business you’ve built. And spoiler: none of that leads to long-term profit.

You don’t pick your niche like you’re scanning a list of hot industries. You realize your niche by looking inward—at your strengths, your story, the transformation you’re uniquely equipped to deliver. That’s where your most profitable, impactful work will naturally live.

Why do people keep believing this myth? Because it’s easier to sell a list of “money-making” niches than to ask someone to trust their own expertise and capacity.

The Truth:

The most profitable niche isn’t something you pick off a list — it’s something you uncover by getting clear on how you work best, who you serve best, and where you can deliver real results. Long-term, sustainable growth comes from building your coaching business around your strengths, not around someone else’s idea of what’s profitable.

Myth #2: Lower Prices = More Clients

This one might surprise you. If you’ve ever felt tempted to lower your prices because you’re worried you’re charging “too much” or afraid no one will buy — you’re not alone. It’s one of the most common moves coaches make when they want to attract more clients fast.

The logic seems sound: lower the barrier, get more people in, right?

But here’s the thing — lowering your prices doesn’t automatically lead to more clients. What it does guarantee is that you’ll need more clients to meet your income goals. And more clients mean more time, more marketing, more admin, and more energy spent delivering… all while bringing in less revenue per person.

If your prices are too low, you end up on a hamster wheel: constantly needing to sell to more people, build a bigger audience, and stay in hustle mode just to keep up.

Why do people still believe this myth? Because it feels like the “safe” move. We’re taught that lower prices remove resistance, but in reality, undervaluing your work often sends the opposite message — that you don’t fully stand behind the value you offer. And it doesn't make client acquisition easier; it just shifts the pressure elsewhere (usually onto you).

The Truth:

Lower prices don’t remove the real hurdles — things like trust, clarity, commitment, and the value of the transformation. Pricing isn’t the main reason clients say yes; alignment is.

When you undercharge, you don’t just attract more clients — you often attract people who aren’t fully invested, second-guess your process, or aren’t ready to do the real work. And worse, it leaves you feeling resentful, overextended, and disconnected from the very work you’re here to do.

Sustainable client growth comes from building well-structured offers, clearly communicating the transformation you provide, and pricing in a way that honors your goals, energy, and the value you bring. 

Pricing should be grounded in strategy, not scarcity.

Myth #3: There’s a Right Price (And Other Coaches Have Figured It Out)

I can totally understand why someone would believe this, especially if you’ve spent any time scrolling through other coaches’ websites or social media. It feels logical — if it’s working for them, why not match their price?

But I’ve taken a peek under the hood of enough coaching businesses to tell you: no two are the same. 

Behind every polished sales page or Instagram post is a wildly different business structure — different team setups, revenue goals, audience sizes, personal capacity, delivery models, and support systems. Copying someone else’s pricing model won’t guarantee their success will magically transfer to you, because it’s built around their reality, not yours.

People still believe this myth because following someone else’s lead feels safer than doing business on your own terms. It’s tempting to think there’s a “right” price that you can reverse-engineer just by looking around. But in reality, pricing isn’t a plug-and-play formula. What works for someone else could leave you undercharging, burnt out, or constantly second-guessing yourself.

The Truth:

Your pricing needs to reflect your business — your goals, your lifestyle, your offers, your capacity. Sustainable, profitable pricing doesn’t come from looking sideways; it comes from building offers that are well-structured, clearly positioned, and aligned with how you want to run your business. You get to set the standard, not follow someone else’s blueprint.

Why It’s Misleading to Believe These 3 Myths

Believing these myths keeps you stuck second-guessing yourself, overcomplicating your business, and wasting energy trying to fit into strategies that were never built for you in the first place. It can leave you undercharging, overworking, and constantly wondering why things feel harder than they should.

But I absolutely know you have everything it takes to build a coaching business that supports your life (and that you don’t have to hustle for). You don’t need to follow someone else’s blueprint — you need offers, pricing, and strategies that actually fit you.

Otherwise, you risk spinning your wheels trying to make someone else’s approach work, instead of building a business that’s rooted in your strengths, your story, and your way of working.

Whatever you do, don’t give up.

I’ve seen countless coaches find clarity, confidence, and clients once they stop chasing what everyone else is doing and start creating offers that align with their unique expertise. There’s nothing mysterious about it — they did it by grounding their business in strategy, not scarcity, and by trusting themselves enough to do things differently.

If you want support as you do the same, I share practical tips and grounded strategy every week inside The Sunday Ritual. You can sign up right here.

Previous
Previous

11 Reasons Why Your Coaching Business Needs a Clear Core Offer

Next
Next

Which Coaching Format is Right for You? Choosing the Best Fit for Your Offer