Business is about solving problems.
The more clear you become on the specific problems you solve for particular clients, the more success you’ll have in your business and marketing efforts.
As a coach, your focus is to help your clients achieve their goals. To connect with potential clients, it's essential to identify the specific problems they want to solve. Good businesses solve problems, but not just any problem – a specific, urgent problem that the potential client is actively looking to solve.
By conceptualizing your business's products and services as solutions to specific, urgent problems that your perfect-fit clients want to solve, you've already done half the work of selling your products and services. Besides, when you are able to reframe your marketing efforts from “all about you” to “all about the problems you’ll solve for your clients” it becomes much easier to show up consistently and share your message.
To attract your perfect-fit clients, you need to identify the problem you solve as —and for whom. The specific problem your business services solve might not be the problem other coaches, healers, or holistic practitioners solve: or you might solve the same problem but for different perfect-fit clients.
Before you go any further in planning your programs, services, or packages ensure you are addressing problems worth solving:
Problems your perfect-fit clients know they have
Your potential clients have hidden problems that they may not know how to fix. Or that they don’t even know are the cause of the surface problems they KNOW they have.
Attempting to solve these “unknown” problems will backfire if your potential clients aren't motivated to find and fix the underlying problem.
For example, if you are a Life Coach who helps clients transition to a healthier mindset, you need to target clients who are motivated to improve their outlook on life. The chronic complainers need your services but they don’t know they have a problem (yet).
Problems your customer cares about addressing
Your potential clients must be aware of the problem that needs solving and care about solving the problem.
In fact, these are the most valuable types of problems for you as a coach to solve because your client is motivated to solve them.
For example, if you are a coach who specializes in career transitions, you need to target clients who are motivated to find a new career path, who are on every job search platform, and who are actively seeking support in their career transition.
What problem(s) do you solve?
Identify the higher-order problems your business solves for a particular client.
Once you clarify these problems, you can develop your unique solution (which is the fun part!).
Solving a valuable problem that your perfect-fit client is aware of, in a unique way, while providing excellent service, is a recipe for success.
By identifying and solving specific, urgent problems that your perfect-fit clients want to solve, you can attract more clients to your healing, helping or coaching business.
