It doesn’t get any simpler than that; you have clients with a problem, and you have a solution for them.  I used to get caught up when trying to deliver value for the problems that clients were experiencing.  When I started my own company, I really thought that a broad statement of who I served would mean an increase of potential clients.  It was the exact opposite, without a clear statement of who my ideal clients are – they can’t find me.

Who are your ideal clients?  I used to think anyone with a big goal or problem – but that was too general and did not convey what the value would be to any prospective client.  I spent the time narrowing my focus – I know scary for some of us as you think you are excluding possible clients.  But the more focused and narrow I was, it became easier to give a short, succinct answer to what I do.  Take the time to understand who your ideal client is and then consider the problem.

Your ideal client has a big problem – do you know what it is?  What is the one problem that they need your help with, that only you can deliver?  If you don’t know what they need help with, they won’t understand your solution.  For me, it was understanding that sales training doesn’t address the root of the problem.  If the underlying cause of failure isn’t addressed first, all the sales books and training won’t help. 

Next, understand how your solution serves to help solve their problem.  Are you able to convey a simple, focused statement that they will know is speaking directly to them?  That is what your goal is – that they identify themselves as someone you can help (because you have shown that you have done that before).  Stories are a great way to convey, they start to picture the image and see themselves as having that problem, giving them hope that you possible can help them. 

There is an abundance of resources available to help you with your marketing but work on these simple questions first.  Ask: “Who is your ideal client? What problem do they have? What is the solution I have for them?”. 

After a few hours of crafting mine, I settled on “I help 6-figure salespeople uncover the hidden challenges that are in their way, so they can sky-rocket their sales and profit, increase their income and reach 7 figures with ease”.  See what you can come up with and then spread the word – tell everyone who your ideal client is!