The first step to generating high-quality leads is to solve a common problem for a specific group of people. You need to solve a common problem because if it’s not common enough, you are going to be able to get enough leads and clients for this model to work.
You also need to solve a specific problem. If you don’t solve a specific problem then you won’t be able to get the attention of your potential clients.
A lot of people tell me “I can help anyone”.
It’s true. You could potentially help anyone but when it comes to marketing when you help everyone, you usually get no one. That’s how it works.
But, when you actually target a specific group of people, they are a lot more likely to stop, listen, and pay attention to what you’re actually saying. They are going to think “oh wow, this person is different and they really understand me”, and that’s just because you are being specific when you actually speak to them.
When people have a problem, they want to work with a specialist, not a generalist. The specialist will always win.
So, how can you find a specific group of people with a common problem you can solve?
The first thing that I recommend you do, is taking a look at your existing clients. Have a look and just see, who are your best clients? How would you define those kinds of people, business owners, or whoever they are?
Chance is that you will start to see and recognize patterns and then you will start to think about a specific group of people that you can help.
The second thing that you need to do is, look at your existing clients and think about, what is their biggest and most common problem that these clients?
One of the best ways you can do this is to talk to your existing clients and again, listen for patterns. What is the problem that comes up again, and again, and again?
When you speak with both potential clients and existing clients, what is the problem that keeps coming up? Chances are that if that problem keeps coming up again, and again and is something that you can help people with, then this is something that is going to have the biggest impact on your marketing.
What I want you to do next is, write down in one sentence and think about how you can help solve a common problem for a specific group of people.
For Example: “We specialize in helping [specific group of people] with [a common problem that you solve].”
This is important because we are going to use this as a foundation for the rest of your marketing. There are a lot of ways you can write this one sentence, it doesn’t have to be perfect and sometimes you can get “paralyzed” and just not write anything. But even if it’s not perfect, that’s okay…
It will probably never be perfect and it’s one of those things that you are going to be adapting and improving over time. You need to do it anyway.
For your new marketing model to work, this step is essential.
Sometimes I get people that say “But there are lots of problems I can solve, how do I know which one to pick?”
You want to start by focusing on ONE BIG PROBLEM you can solve and you want to pick the BIGGEST and most COMMON problem that your current and potential clients talk most about. That’s the problem I want you to focus on. Even if you can solve a lot of different problems for your clients, again, I want you to think about the biggest and most common problem again and again.
Just to give you a real-life example of how this would work, before I did this in my business, I would say that I would help people with their social media campaigns or with their websites, getting an online presence and all of that kind of stuff.
What I realized by having conversations with potential clients, even with my existing clients. The biggest problem that came up again, and again, was the problem of not having predictable leads, sales appointments, and clients every single month in their business.
That’s why now, the biggest problem that I and my team solve for businesses is helping them create a system to generate predictable high-quality sales appointments each month. That’s the BIG problem that we solve for businesses.
As I mentioned, it wasn’t like that in the beginning. It took me years to get to this point where I’ve really defined clearly what that big problem that we solve is.
Just to recap…
Why do you need to solve a big problem for a specific group of people?
The bigger the problem, the more likely people will pay you out to help them fix it. The more common the problem, the more likely you will be able to generate a lot of leads, sales appointments, and clients.
The more specific you are about your solution to the problem, the more people will trust you and want to work with you. Also, the more attention you will be able to get because you are specific about the problem that you solve for them.