Have you ever tried to answer the question, “So, what do you do?” and the other person responds with a glazed over look and says, “oh, that’s nice.”

When someone doesn’t get the work you’re passionate about, it can be so painful. Let me assure you that the fact they’re not getting it has nothing to do with your actual work. It has everything to do with your message. For the other person to respond with excitement and curiosity, you need to speak a language they can understand.

You need to speak directly to your ideal clients’ problems and desired solutions.

Your work is a house, and your message is the door.

Imagine for a moment that all of the different parts of what you do with your clients are like the rooms of a house. Although potential clients might have a vague notion of what you do, they can’t really understand it until after they start working with you.

To enter your house and sign up to work with you, you need to have a door. Your message is that door. It’s the space through with clients enter to work with you. To want to walk through that door, you need to speak to their problems and the solutions they want in a language they can understand.

Let’s try another metaphor: A flight from Boston to Hawaii.

Let’s say you’re the marketing director for an airline that runs flights from Boston to Hawaii in the winter. What scenes will you put on you thirty-second commercial? Likely not passengers on a fourteen-hour flight who are bored out of their minds. Instead, you’ll put a scene of a cold couple stuck in the snow in Boston. Then you’ll cut to the same couple happy and warm on the beach in Hawaii.

Your message needs to do the same thing. It needs to take people from point A to point B. Point A is the problem, where they are now. Point B is the solution, where they want to go. Your clients need to take a journey to get from where they are to where they want to be. But they don’t care so much about how you’ll get them there. They just care about the end result.

Identify the Problem (Point A)

For clients to jump at the chance of working with you, you must be specific and clear about the problem you solve and the solution you offer. To get specific, ask yourself the following questions:

  • Which problems feel the easiest for you to help?
  • Which problems do you currently help your clients solve?
  • Which problems do you feel most called to help solve?
  • What have you overcome in your life, and who do you want to help so they can overcome it too?

Identify the Solution. (Point B)

To identify the solution they want, ask these questions:

  • What would your ideal clients pay or do anything to solve, get rid of, or achieve?
  • If they could wave a magic wand and fulfill one wish, what would that be?
  • What will be different for them as a result of working with you?
  • What is the opposite of their problem?
  • What results do your clients get working with you?

So that…?

When you think you are clear about the solutions you provide, see if there’s an even deeper answer. To do this, ask yourself: “They want that, so that… (what do they really, really want)?” Keep returning to the question, “So that…?”

They don’t just want support; they want support so that something changes. Keep asking yourself— How will my services make a concrete difference in my clients’ lives?— until you can see in your potential clients’ face that you’ve hit the nail on the head and they sign up to work with you.

Their challenges exist on a specific track.

Max Simon of Big Vision Business writes that every problem your clients have exists on a specific track. A track is a specific area of life in which someone is experiencing their problems and seeking solutions. According to Max, the four tracks are:

1. Purpose / Career / Money
2. Relationships / Parenting / Family / Dating / Sex
3. Health / Fitness / Body
4. Spirituality / God / Enlightenment

You may address each track with your clients when you work with them, and you may know that, deep down, your work addresses multiple tracks. However, your clients will almost always think of their problems as being on one of these tracks. When you focus on one track in your business, it becomes easier to increase your rates, attract more clients, and hone your mastery.

To identify which track you want to focus on, ask yourself:

  • In which track are your tribe’s struggles and challenges most acute?
  • In which track do you feel most called to serve your clients?


Your ideal clients are:
• A specific group of people
• Who have a specific problem
• And want a specific solution

Remembering this is your key to success.

Click here to continue to part two of this article and learn more about how to speak to your ideal clients in a way that inspires them to sign up. Or, click here if you want to learn more about how our business coaching services can help you create a message that resonates with the people you’re meant to serve.




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