It's the WHY people come to you.
It's the pain point.
It's specific.
It's the journey and the outcome
For example, if you're a beauty salon, you don't solve bad skin, you help them to overcome roacea and feel confident for their best friends wedding.
If you're a change manager, you don't solve the problem of managing change and it's processes, you increase retention rates and make the current team feel part of the change process, which sees more success in the actual project in a shorter timeline.
If you're a cyber security service provider, you don't make them more secure, you provide peace of mind to the board that the right solutions and back ups are in place, whilst reducing their largest risk factor, their users!
These are all REAL life examples of clients coming with their 'perceived problems' and turning them into actual problems they solve.
And do you want to know where we got the 'real' information from?
Their clients.
Actual feedback, language and reviews - we turned that into specific messaging to attract more clients.
And you can too.
The mistake is generalisation to speak to 'many'.
The win is about making it specific, speaking as though to one person.
This podcast is hosted and recorded at Vitality House.
