Does it ever happen to you where you think about what you should say in your ads, emails, social posts, or even sales outreach…
And you FREEZE because you can’t think of what you could say which could possibly address all of the different ways you’ve solved high level problems for your clients?
If so, you’re not alone.
So many smart, high level consultants and professional services providers feel this way, and it happens most often to those who have firms where they:
- Deliver bespoke, high level strategy to growing businesses which requires real expertise
- Solve technical or complex problems which show up differently for every client
- Work across industries, jurisdictions, practice areas, or technologies
When these types of highly capable Founders sit down to plan their marketing with their team, they are naturally stumped, especially when you consider that most people still think “thought leadership” is a list of how-to blogs. But unless you truly have absolutely no defined offer and are making it all up on the fly (which I highly doubt), chances are, you’re using a defined process, you’re simply too close to articulate it properly in your messaging.
We can fix this!
The way to solve for this is to clearly connect the dots between your Offer Factors, particularly the Pain Points You Address (the symptoms), and Promise You Make (the outcome), and the Person You Serve (the ICP/avatar) in your posts. (Whatever their root cause problem is immaterial to getting them on the phone to speak with you, so you don’t even need to talk about it except in your case studies.)
When you get this right, you’ll have a wealth of copy to work from to weave into your newsletters, direct mail, landing pages, videos, ads, webinars, and so forth, and you know the best part?
Unlike the other guys who work at the surface level and only know how to apply frameworks and cookie cutter solutions, because you work at such a high level and actually solve real problems, your content will stand out and ring true in a way that clients will recognize.
What I do for my Founder Clients is to work with them and their teams to create this kind of marketing. I don’t use AI and I won’t tell you to spam your feeds. Instead, we’ll create carefully curated messaging designed to create faster, easier, and more profitable sales. When you’re ready to experience this in your business, contact me today to start the conversation.