Specific messaging moves people. Vague wording makes them scroll past. When your message names one clear problem and offers a real solution, you become magnetic to your ideal client.
The Power of One Problem
You don’t have to solve everything—just one real, pressing problem. Imagine you help overwhelmed moms. That’s great, but what exact struggle keeps them awake?
- Is it exhaustion that steals their joy?
- Is it not having a moment to themselves?
- Is it the fear they’re failing both at work and at home?
When you zoom in on a single issue, your message speaks directly to the heart of their pain—and they stop scrolling.
The “I Help Everyone” Trap
Early on, one client told people:
“I help women feel empowered in their health journey using holistic tools.”
Nice, but it didn’t say what she did or why it mattered now. Listeners nodded—and scrolled right past.
We rewrote it to something like:
“I help tired moms sleep better with simple reflexology routines they can do at home.”
That specificity sparked bookings and real conversations.
The 3 AM Question
Your person is Googling in the middle of the night. What question won’t they ask out loud? Examples include:
- “Why can’t I ever get a full night’s sleep?”
- “How do I run my business without burning out?”
- “What do I do when my child is overstimulated and I’m at my limit?”
- “Why do I feel like I’m failing at everything?”
Your job is to answer that question—and build your messaging and offers around that single pain point.
Naming Your Problem Out Loud
When I launched Future Focused Marketing, I spoke in broad terms about “alignment” and “sustainability.” It felt helpful, but people didn’t always know what I meant.
So I asked myself: What am I really solving for my clients?
The answer was clear: they struggled to talk about their business in a straightforward way. They felt scattered, trying every tactic without traction.
Now my core message is:
“You don’t need to market louder—you need to market more clearly.”
That line spells out the problem and points the way forward.
Be Referable: The Referrals Test
Specific = referable. And referable = memorable.
If someone were to refer you today, could they clearly explain what you solve?
Yes: “Haley helps overwhelmed moms calm their nervous system through reflexology and sound therapy.”
No: “She does some kind of healing work… I think?”
Aim for the first one. When your message names a real problem and a clear solution, it spreads easily.
Action Steps: Your Magnetic Message
1. Write down the one main problem your ideal person is struggling with right now.
2. Complete this sentence: “I help [type of person] who [problem they face] to [result they want].” Example: “I help small business owners who feel lost in marketing create simple, clear
strategies that actually work.”
3. Say it out loud ○ If it feels clear and grounded, you’re on the right track
- If it feels vague or wordy, pare it down
That one line is your magnetic message. Everything else grows from here.
Zero In on Your Problem
1. List One Problem
What single issue keeps your ideal client up at night?
2. Draft Your Core Statement
Use the template above and refine until it feels precise.
3. Test It
Share it with a friend or client—do they immediately know who you help and what you solve?
4. Make It Sticky
Put your statement where you’ll see it daily—on your desk, phone wallpaper, or a whiteboard.
The more specific you get, the more powerful your impact. Nail one clear problem, and your ideal clients will know exactly where to find you.
