Yesterday I did one of my free 25-minute phone consultations with a prospective client. She is a communications expert who helps companies and organizations get the word out about what they do well. In some ways, she’s a marketing copy writer.
So we talked about her business and how she wants to use her website to take her business to the next level. Then I asked THE question…”What problems does your work solve for your clients.” Like many small business owners or service professionals, she told me about what she could DO for her clients, but nothing about the actual problems that she solved for them. I listened intently and said nothing more – coaching at that level is beyond our free consultation.
One of the most important points of defining your business is knowing what problem(s) you can solve for your target audience. If you don’t clearly know, there are a number of approaches to help. In 7 Crucial Steps To Take Before Marketing Your Services, Susan Martin suggests one approach:
- Identify your ideal client and claim your niche.
- Pinpoint their pain.
- Understand what their customers really want.
- Get clear about what makes you different from your competition.
- Create a compelling values proposition
- Develop a powerful message.
- Position yourself as an expert problem-solver.
Susan’s process takes you from identifying who you’d like to work with to positioning yourself as their problem solver (expert, of course, we’ve already talked about). Judy Murdoch as another approach. Art Luff even writes about using your blog to position yourself within your market.
So what problems does your business solve for your target audience?