There’s a gap between what you offer and your understanding of that offer and what your prospects perceive you offering. You think you’re being crystal clear and that anyone can see how you can help them. The problem is anyone can’t see. They can’t and won’t connect the dots between what you’re saying and how what you’re saying applies to them.
Your target market is who you work with and your niche is how you work with them. Develop a link between what your target market wants or the problem they don’t want and your niche. What do you do to get them the big outcome or ultimate result they want?
Become a respected source enabling them to get what they want. For example if your target market is convenience stores and your niche is property insurance what makes that attractive to a convenience store owner? You want to become the recognized expert for preventing catastrophic gaps in coverage that puts owners out of business. You have experience working with small business owners like them. You know their requirements, and you know what to look for to make sure they are neither over nor under insured.
When a convenience store owner hears property insurance they’re thinking they already have it and they can get it from anyone so there’s no reason to talk to you. However, when they hear about gaps in coverage that could put them out of business they’re wondering if they have those gaps. They’re thinking they need to talk to you because you’re the expert at helping businesses like them.
Position yourself as the expert in producing the desired outcome your best prospects want. Discover the conversation going on in their head and speak to it. Your target market will be tuned in to your every word when you do.
When you get your message right it’s easy to get the right people to pay attention to you. It’s easy to get them to want to know more about how you can help them. No longer to you waste countless hours trying to chase after people who aren’t likely to work with you.