How To Solve Problems

As solopreneurs, freelancers, coaches, and creatives, it's easy to find ourselves in a labyrinth of marketing tactics, trying to unlock the door to our ideal client's heart (and wallet).

But here's a thought that might just be the spare key you've been searching for: are you trying to solve a problem, or are you getting lost in a situation?

Let's break this down with a simple analogy.

Imagine you've locked your keys in your car. That's a problem. A clear, tangible issue that's keeping you from and equally clear and tangible desire, turning the ignition and driving away.

But then, there's the situation you find yourself in because of that problem: you're now unable to make it to an important appointment.

This situation is broader, encompassing not just the missed meeting but also the ripple effects it might have on your day, your relationships, and perhaps even your reputation.

The Problem with Situations

When it comes to marketing and selling your offer, many of us get caught up addressing situations — those complex, multi-faceted scenarios our potential clients find themselves in. While it's noble to want to solve all their issues, marketing to a situation is like shouting into the wind; your message gets lost because it's too broad, too vague, and, frankly, too overwhelming.

The Clarity of Problems

Focusing on a specific problem, however, is like using a laser pointer in the dark to help someone find a door that leads to their desire. It’s direct, focused, and impossible to ignore. When you articulate the specific problem your service or product solves, your ideal clients see the beacon of your solution cutting through the fog of their complex situation.

Example in Action

Consider a relationship coach who wants to help a couple save their marriage — a noble endeavor but also a highlycomplicated situation. By zeroing in on a specific problem, such as “how to talk about household finances without arguing,” the coach can craft messages that resonate deeply with that particular group, offering clear, targeted solutions to a specific problem.

The Takeaway for Solopreneurs and Creatives

When you're evaluating your marketing or offer, ask yourself: Am I addressing a lock (problem) or the traffic jam it's caused (situation)? By focusing on unlocking one door at a time, you not only make your marketing efforts more effective but also provide tangible, immediate value to your clients, making it easier for them to see why they need your key in their lives.

Remember, everyone is overwhelmed by their situations. Being the person who offers a clear solution to a pressing problem makes you stand out. It's not just about unlocking doors; it's about knowing which doors your key fits into in the first place. Take a step back, reassess, and start marketing the solution to a problem, not the navigation through a situation. Your clients and your business will thank you for it.

Scott Perry, Chief Difference-Maker at Creative on Purpose

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