Superpower

I joined a training recently that sparked new thoughts about how we should approach picking our ideal client.

I typically took a nuts and bolts approach.

“What value do you provide? What gap does the customer/business need to fill?”

I helped people find a big, expensive or nagging pain and find a way to fill it.

When you find a match, you’re off to the races. It’s a match made in business.

This approach was very different.

It starts on helping the expert really dial in on things they feel are easy, yet valuable.

They called it finding your ‘superpower’.

We all have these things. Some skill that feels so natural and easy, it’s just second nature.

Superpowers feel very uncomplicated for us, so we downplay their value. That’s why they can be tricky to find in our own toolkit.

But to the right client, what’s easy for you is super-duper painful to them.

So much so; they avoid it at all costs.

Maybe even run away from it, and avoid it for years.

So the process here is to look for the gap between 2 things:

1) Your superpower that’s easy, value and you like doing.

2) Potential clients for who that exact thing is painful and they avoid it.

When you consider your ideal client this way, things change.

Because they aren’t buying just a nuts and bolts, logical solution.

They are buying to stop the pain. It’s deep and filled with emotion.

They buy to reduce their stress and avoid stuff they dread.

And that, is how you get recurring clients.

Because if they dread something deeply enough - they will gladly pay an expert to take it off their plate forever.