In the last ezine, we talked about who is your ideal client, what do they do, where are they going, and what kind of values do they have. Let’s go one step further with your ideal client and determine what kind of problems they have. You need to know exactly what kind of problem, or problems, your ideal client faces so that you can not only assist with the problem(s), but be certain your website, elevator speech, social media sites, and networking groups you are involved with speak to the problem(s) your ideal client faces.
In looking at the profile of your ideal client, you should know the specific problems they encounter on a regular basis. You can’t solve all their problems at once. What you can do, however, is pick one or two major problems your ideal client is having and assist them in solving these problems. For example, if your ideal client is a CPA you should know that one of their problems is time management during tax season. Knowing this, what services do you provide to solve, or mitigate, this problem?
This kind of identification process should be pursued with the same attention to detail that defining your ideal client required. Take some time to sit down and make a list of known problems your ideal client faces, and then directly across from this list write down your products or services that would directly remedy the problem(s). You may even find problems for which you do not have a product or service. This is an opportunity for you to create additional products and/or services for your ideal client.
Now that you have a list, you should verify that your perceptions are accurate. How? Talk to your ideal client! Yes, it really can be as easy as that. 
You may even want to construct a survey of your ideal clients and get some feedback. Remember, the more closely attuned you are to their situation, the more likely your products and services will resonate with them. And when this happens, marketing becomes almost effortless!
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(c) 2009 Cindy Hillsey
You are free to use material from the Bridging the Gap ezine as long as you include complete attribution, including live website link. The attribution should read: "By Cindy Hillsey of Virtual Partnering. Please visit http://www.virtualpartnering.com for additional information."
