Prospects can talk about their problems but do not connect them to your services
During a marketing strategy meeting with a growing consulting firm, it became very clear to me that their ideal client can talk about their problems but do not connect the services our client offers to solve their problems.
And believe it or not, this situation happens every day for many professional and service-based businesses.
For example: Nobody goes out looking for marketing strategy consulting. Nobody goes out looking to hire a marketing consultant. They go out looking for pieces of the marketing puzzle that they associate with their problem. “My website doesn’t work.” “I’m getting left behind online.” “My current marketing doesn’t demonstrate our new capabilities.” Those are the things they go out looking for.
And those are the types of things you and your business must communicate in your marketing (website, social media, business cards, marketing materials, sales conversations, networking, etc.) to get their attention and build trust.