When you think about the people you help, the one’s you are most passionate about helping, and the one’s who are the most lucrative for your business…
Who are those people?
Who do you help?
And can you answer those questions in a clearly defined, short statement?
If not, this article is for you…
First of all, grab a notepad and pen and start your answer with… “I help…”
Starting with “I help…” will force you to think about the people you serve.
Too often, when we are asked, “What do you do?” – we start our answers with:
- I am…
- I own…
- I do…
In situations like that, all we’re doing is talking about ourselves, which for a prospective client, who primarily wants to know what’s in it for them, can be quite off putting.
So, using myself as an example, my ideal client is an Executive Business Coach, Consultant, or Trainer.
I love working with them, they are smart, they understand the importance of positioning themselves as leading experts in their field, have the budgets to so, but often lack the quality time, or knowledge to put it all together.
My answer would start like this…
I help Executive Business Coaches.
We’re not done yet, that’s just the first part.
Next, is to think about the biggest obstacle, or problem you help your ideal client to overcome.
In my case, the biggest obstacle I help my ideal client to overcome is… getting exposure to their most affluent prospects.
So now my answer looks like this…
I help Executive Business Coaches to get exposure to their most affluent prospects…
Now that you have the ‘Who you help’ and the ‘Biggest obstacle you help them to overcome’, your final task is to come up with, the biggest outcome you help them to achieve.
This is where you have to be disciplined for this to work.
I know there will be several outcomes that you can help your clients with, but for this exercise, think about the biggest one only.
The reason why you’re going to come up with the outcome that benefits your ideal client the most, is because it’s going to:
- Form a large part of your marketing language
- Separate you from the ‘me too’ market
- Position you as the subject matter expert you truly are
Write down biggest transformation you create for your prospective clients..
This is your natural ability to take a client from where they are, at point A… to where they want to be, point B. In other words, their desired outcome,so it’s really important to be disciplined and speak to that one obstacle only.
Again, I know there are many ways in which you can help your clients, and I’m not implying that you should set them aside and forget about them. However, developing a clearly defined message that speaks to your IDEAL CLIENT is going to pay dividends in the long run.
The short of it is, if you attempt to speak to everybody, you speak to nobody. Your message will be vague and remain unseen and unheard in an overcrowded marketplace.
Anyway, going back to my example, the biggest outcome, or result I help my ideal clients to achieve is for them to be found, trusted and chosen by their most affluent prospects when they’re ready to buy
Let’s tie it all together to see how it looks…
If you’ve followed along, you should now have a clear message which states:
1) Who you help.
2) What you help them with.
3) What they stand to gain from working with you.
Note, you haven’t gone into an explanation of how you help them. That comes later when your prospect has demonstrated interest in who you are, and what you do.
In my case, any Executive Business Coaches who are at the stage where they looking to gain more exposure to affluent prospects, but don’t have time to go about it, are going to want to know more… that’s where the ‘how you do it’ conversation takes place.
How is This Useful for You?
You can use your statement during conversations when people ask what you do. You can add it to your email signatures, your articles signatures, your LinkedIn profile, intros to your explainer videos, intros as a guest on podcasts, radio and TV appearances…the list goes on and on.
What you now have is a formula for creating and stating exactly who you help, what you help them to solve, and what’s in it for them.
As an online radio show host at Impact Makers Radio, I often ask my guests the question, “Who is it that you help?”
Too Often, Their Answer Starts With,
“I Help Anyone Who, I Help People Who, or
I Help Everyone Who…”
While there’s nothing wrong with this answer, you’re going to get a lot more targeted prospects responding to you when you state who you help and speak directly to their problems, misconceptions and unknown pitfalls.
Let me remind you of the the building blocks again. If you don’t have a clear statement for your business, go ahead, fill in the blanks, and see how you feel thereafter.
I Help _____ to _____, so They Can _____.
It takes courage to leave “everyone who, or anyone who” on the table. Frankly speaking, I’ve never seen what everyone and anyone look like :-).
Seriously though, target a specific niche. The pros far outweigh the cons. Less competition, easier and cheaper to reach, and far quicker to establish yourself as expert and trustworthy advisor in a tightly targeted niche are just a few.
There is Another Way to Come
Up with Another Type of Statement
Now, there is another way to use the same building blocks to come up with another type of statement.
You can do this by first answering the biggest result your ideal clients want, the biggest struggle they have, followed by their three biggest obstacles.
I’ll break that down, step by step in a follow up article, next time round.
If you found this article useful in any way, leave a comment, or suggestion. I read every one of them personally.
Until then, take care and we’ll talk soon.