Define the One Problem You Solve

Do prospects find it difficult to understand what you do? It’s probably because you communicate a convoluted message that you are all things to all people. They can’t grasp how you specifically help them.

Instead, communicate one clear, simple message that they’ll remember. To do this, define the one problem you solve for most of your clients—for example, “plan for retirement” or “make smart decisions when exercising stock options.” Going forward, focus all your messaging on this one central theme so prospects are clear on what you do.

P.S. We know you do more than one thing! But your prospects will only remember one thing. If you don’t clearly define it for them, they’ll just remember you manage investments.