Every week I see posts on social media platforms by business owners lamenting the fact that they don’t understand what they actually do, who they do it for etc.. As a result, they have difficulty marketing their services or product.

Most of us starting out in business have the idea that we can – and want to – help everybody. Sadly, ‘everybody’ often turns out to be nobody.

This means of course that trying to satisfy ‘everyone’ simply doesn’t work. Customers tend to be looking for a particular outcome. As such your story needs to be about what you do (deliver) not what you do (work). And it needs to focus on your client – the one you want to do the job for.

Knowing who your ideal client, means you are many steps ahead in achieving more clients and more importantly, more of clients who actually want what you deliver.