If you want to set your message apart, you need to clearly state HOW you’ll help prospective clients solve their problem, as well as the specific positive impact they can expect from hiring you.

Last week, I shared the second part of a strategic narrative—the Big Idea.

Today, we’ll move on to the…

Solution/Impact (Future State)

Your solution, and the impact of that solution, build on the Big Idea and share:

• The specific ways you help solve clients’ challenges.
• The details of how you’ll help them reach their desired future state.
• The big picture, high-level payoff your clients can expect by working with you.

The key is to make sure that your solutions and impact seamlessly align with your Big Idea’s bold claim.

Here’s an example from my own website (as of September, 2024).

My Big Idea:

• Fine-tuning your marketing doesn’t need to be complicated. You just need the right guide to help you focus on the key fundamentals—the 20% of actions that drive 80% of the impact.

My solutions and impact include:

• Help you identify your competitive strengths, find and fix the marketing bottlenecks that are holding you back, and confidently make the right marketing decisions for your unique business.
• Design a simple action plan to quickly build momentum by focusing on the 20% of marketing actions that drive 80% of the impact.
• Quickly pivot your marketing approach and start attracting more of your ideal clients.

Each of these statements build on and support the core theme of my Big Idea. I then go on to share more details about specific solutions throughout my website and other marketing collateral.

A good place to start is by brainstorming and capturing your solutions, processes, and packages.

Ask yourself:

• What are the specific ways you help your clients solve their problems?
• Which of those specific solutions should you focus on up front (in your marketing materials, website, etc)?
• How can you organize those solutions by client type, specific problem, price range, and other criteria?