Ouch, I’m in pain over here! It doesn’t matter who you are or what you do. If you can solve my problem, I will happily give you my time and money.
We each have a pain that needs healing, an itch that needs scratching, or a problem that needs a solution. And we’re on the hunt for that solution…yesterday!
Keep this in mind as it relates to your ideal client and the reason you went into business for yourself. You are a problem solver. Therefore, you must make sure that your business is focused on solving problems and nothing else.
Your business doesn’t really have anything to do with you. I know you are passionate about what you do. I know you love it and you’re really good at it. However, to bring your vision of success to life, you cannot focus on that. You have to focus on truly being of service to others and solving the problems that are important to THEM.
By offering solutions to your target market, you will create a business that is as attractive as candy store is to a 5 year old. SWEET!
There are 3 aspects of your marketing that you want to emphasize.
- What pain(s) is your target market trying to heal?
- What specific problem(s) do YOU solve?
- What benefit(s) do your clients receive as a result of working with you?
“Pain” can be another way to describe a desire, a need or a problem. For example, you may have the pain of traveling from Point-A to Point-B in a slow, less than desirable vehicle. The solution may be found at your favorite car dealership in the form of a shiny, black, v6 automobile. Thus, a newer and faster vehicle is the solution for your desire to speed up travel time and look great while you’re out and about.
When it comes to your business, it is imperative that you can clearly and simply address the pain that your prospects are facing. If you stay focused on this and only this, your marketing efforts will operate like a well-oiled machine that constantly attracts new business for you.
Now, you have the prospect interested. They view you as the person who understands what struggles they are going through. In order for your business to flourish, you must serve them even further. You need to demonstrate that you have the solution to their problem.
Imagine going to a doctor who only gave you a diagnosis, but could not prescribe a solution to your illness. Would you feel like you were wasting your time in searching out that professional and visiting him only to learn that you need to go elsewhere to start the healing process? That is wacky!
How can you substantiate that YOU are the person that your prospects need to work with? There are a few ways:
- Give Social Proof: Testimonials are a great way for your prospects to see that there are other people with similar problems that you were able to solve. Keep in mind that your testimonials need to be deeper than, “ Sydni is so funny and great to work with.” (That is true, but totally beside the point). “Fluffy” testimonials simply won’t work nowadays. Details on what your clients have gained as a result of working with you need to be specific. Use concrete numbers along with before and after scenarios. CLICK HERE for examples.
- Educate: Most people LOVE to learn something new. Especially about a topic they are interested in. Use this to your advantage. Establish your expertise by teaching them. Share the latest and greatest about your work. Update them on industry trends. Be a thought leader and share your perspective. Show them how learning more about the topic can help them get faster, better, more enjoyable results.
- Demonstrate: You likely became familiar with “show and tell” in grade school. It’s still as popular now as it ever was. People love “tasting” before they buy. So make it easy for them to do that. Create an opportunity for them to interact with you via a video, a free class, a complementary strategy session, whatever makes sense for your business. Let them taste and see how good you are. When prospects can experience your brilliance for themselves, they don’t need to be “convinced” to buy.
As we discussed earlier, we’re all, always, looking for solutions to our problems. What solutions do you offer your clients For instance, will they be able to earn more money, save money, save time, or increase their productivity as a result of working with you?
Whatever the benefits are that you provide, your prospects should be able to see themselves experiencing those benefits. How can you make this easy for them to visualize such results?
Normally, the benefits that your clients receive fall into three categories: 1) Financial 2) Emotional or 3) Physical. Ensure that your marketing materials truly speak to the benefits that your prospects want to receive from your work together. Show them how their lives will be different as a result of having a professional relationship with you.
You are the pain healer, the problem solver, and the desire fulfiller. There are thousands of people out there who are RIGHT NOW looking for the solutions that you provide. Your marketing machine needs to speak to the pain of these individuals and show them how you can help. Remember to clearly and simply convey that you understand their problems. Demonstrate that you are the right person who can help them. Don’t be shy about really putting yourself out there. This is the only way for them to see you standing above all the noise in the marketplace. Happy marketing!
When have you been the pain healer, the problem solver or the desire fulfiller? Share your thoughts by posting a comment below.
Your Action Plan For This Week:
- Identify 5 problems that your target market wants you to solve.
- List the solutions that you provide for those 5 problems.
- List all of the benefits that your clients receive from working with you.
- Make sure that your marketing materials (especially your website) clearly and simply convey this message.