If you've been following along with Paul's journey, you should know who your ideal client is, and taken the time to get to know them and their problems. Now you know who you're marketing to, and where you should concentrate with that marketing.

But, if we stop there, we only have half the picture – the client's side. Now you, and Paul can talk to your clients in a personal way that will really get their attention. But once you have that ideal client's coveted attention, your pitch can start to fall flat.

Until now in your prospecting, you've used evocative language that really makes an impact on your ideal client. Now, you need to be able to communicate the solution to these problems, you, in words that are just as evocative.

Last week on my call with Paul, we went through an exercise to help him find those words, which I'll go over here.

Follow this exercise and you'll find the words you need to become tempting to that ideal client.

What you offer

When I ask business owners what they offer, I'm often told what they're product or service is. Sometimes, that comes with a barrage of industry jargon that goes in one ear and out the other. And that's the same thing that happens when they try to speak to their ideal clients.

The first thing entrepreneurs need to understand is their offer is not their service or their product. What you, and your business, is offering is peace of mind, or success, or attaining what your ideal client wants.

What you're offering is a journey that takes your client from where they are to where they want to go.

Defining your offering

There's a simple exercise I go through with all my clients who are just starting a business to help them define what they offer.

First, start by drawing a small picture frame. You can go full artist or do something simple like this: ▢ . Whatever you choose to do, just make sure there's enough room for three words inside.

Now, think of 5 people who appreciate what you do and would be willing and able to hire you (this can include current clients). Then, ask yourself this question: what do these people most appreciate about me or my business? For example, Paul ended up with Creative, Professional, and Dependable.

Next comes the difficult part: narrow all that down into just three words. It can be as simple as dependable if it that's what everyone thinks of you, or it could be your expertise in the field. Just try not to run past three words.

When you have those words, you know what you offer. Whether your business is carpet cleaning, or you're a graphic designer, you can offer dependability. Dodge/Ram has for decades.

In every piece of advertising, prospecting, or sales you should rely on these words to define yourself. They will be your lodestone as you navigate. But, remember, nothing stays the same forever, so it's important to come back to this exercise every year or so to ensure you're offering the same thing.

(If you're trying to figure out what you're offering this year, DM me and I'll sned you a basic template I use with my clients to help them set up for the year.)

Your end of the prospecting equation

Often when we think of prospecting, our focus is outward: who should we talk to?; how can we contact them?; how can we find them? We're so focused on the client we want, we forget to make our business, service, or product inspiring to them. So even when we get their attention there's nothing to hold it.

By focusing on what you can offer, you give your ideal client a reason to stick around and listen. And that's yet another step down the path to effective prospecting.

So, go draw your square, brainstorm, write down your words, then let me know what you come up with. Maybe we can brainstorm a little bit about where you can use them.