Understand your audience's problems and how you solve them

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Written By Greg Harbour
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It's unclear how my clients use my solutions to address their specific problems
It's unclear how my clients use my solutions to address their specific problems
 
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Understand your audience's problems and how you solve them

Knowing the challenges and aspirations of your clients – and how you help solve them – will help you invest in the right path forward. It should clarify the true value you provide and what sets you apart in their eyes. Insight into the benefits you actually deliver helps you focus your work to gain more productive opportunities.

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Context
Context

This step will provide the you the valuable information you’ll base all your next steps on. This will equip you to calculate your strategic position to target the right people with the right message. 

If you’re not sure what to decide for this step, use your best guess and move on. Your perspective will develop and you can always update previous answers as you go, so don’t feel too constrained by what you’ve already written either.

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Goals
Goals

Understand your ideal client’s immediate goals for the projects you’re asked to help with, as well as the strategic aspirations those projects contribute to. Awareness of the full stack of results you’re helping achieve helps you accurately pitch higher value outcomes instead of their component services.

Requirements
Requirements

Understanding your client’s actual requirements – rather than the prescriptive steps that are often briefed – can help you use your expertise to propose more helpful solutions for bigger problems, a greater range of problems, or the same problem in different circumstances.

Challenges
Challenges

Discovering the frustrations of your ideal clients gives you immediate opportunities to offer your expertise and helps shape your strategy to ensure it's both in demand and profitable.

Refine previous work as you go

Go ahead and update your work on previous steps with your work on this one.

 

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Featured
Reach the right people with what matters to them
Relevance
Reach the right people with what matters to them
Relevance
Relevance
Featured
Understand your audience's problems and how you solve them
Insight
Understand your audience's problems and how you solve them
Insight

Knowing the challenges and aspirations of your clients – and how you help solve them – will help you invest in the right path forward. It should clarify the true value you provide and what sets you apart in their eyes. Insight into the benefits you actually deliver helps you focus your work to gain more productive opportunities.

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Insight
Match your model and approach with the best opportunities
Position
Match your model and approach with the best opportunities
Position

A smart strategic position addresses your ideal customer’s priority problem with your key strengths to move you forward. It should achieve product-market fit through clear assessment of your value, natural demand, and your business strategy. An accurate strategic position helps ensure the work you invest will be effective and profitable.

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Position
Communicate your strengths to get attention and drive action
Message
Communicate your strengths to get attention and drive action
Message

Your message is your defining headline that helps you outperform other contenders, obscurity, and indifference. An effective message should be a refinement of your perspective, tailored to effectively connect, engage, and influence. A message that resonates with your target audience is more likely to get attention, earn the chance to convey your information, and prompt action.

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Message
Greg Harbour

Simplify your expertise to connect with more people and make a bigger difference. Greg utilises decades of creative communication experience to help leaders resolve their innovate, meaningful, comprehensive vision into a clear, compelling, and actionable proposition to reach the right people, motivate action, and create momentum.

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Match your model and approach with the best opportunities