their problem > your solution

If you've been following me for a while, you've probably heard me say:

"Sell them what they want, give them what they need."

But what does that really mean in practice?

Earlier today, I was talking to a friend who works 1:1 with CEOs to help them focus and execute on their vision.

He said that most of his clients are only problem-aware, searching for ways to focus and gain mental clarity.

He went on to mention that their lack of focus often stems from deeper issues in their life, things you wouldn’t immediately suspect.

Because of this, the solution isn’t a one-size-fits-all formula, it's highly personalized to each client.

So if he only talked about the solution in his marketing, not many people would connect.

But if he started the relationship by clearly articulating the problem, and doing so in a way that his ideal clients would resonate with, he can capture the interest of the right people.

And once he's hooked the right people he can then propose himself as the solution.

Remember: your customer's problem comes before your solution.

– Charles

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Song of the day​
​Treat Each Other Right by Jamie xx