Over my last few posts, we’ve explored ways to strengthen your messaging by crafting a solid strategic narrative.

Before moving on to the last piece of the puzzle, let’s do a quick recap of what we’ve covered so far.

The strategic narrative framework I use includes…

Characters/Setting/Challenge (Current State)

One of the most common messaging mistakes I see is making ourselves the hero of the story. It’s all about us and our passion, purpose, experience, background, certifications, and accomplishments.

But what do prospective clients actually care about? What are they thinking about when they land on your website? What are their mental filters calibrated to notice? What WON’T they automatically ignore?

A message that’s all about THEIR specific problems, challenges, goals, desires, and needs.

That’s why the first part of our strategic narrative—Characters/Setting/Challenge (Current State)—places the initial focus on the client by describing the challenges they face from their own POV.

Big Idea

Your Big Idea is a short, impactful statement that makes a bold claim about your ideal clients’ challenges, and exactly how they should go about solving them.

If they agree with your perspective, they’ll be open to learning more about how you can help them. If they disagree, then they’re probably not a good fit to begin with.

Solution/Impact (Future State)

Your solution and impact build on the Big Idea, sharing:

• 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.

And now for the final piece…

Call-to-Action

Once you’ve established:

• The main focus of your messaging (your client and their challenges).
• The Big Idea about how to overcome those obstacles.
• The specific ways you’ll help your clients get from where they are today to where they want to be tomorrow…

…you’ll need to then give them a clear call-to-action (CTA).

That CTA could be to download a case study or guide, or schedule an intro call, or attend your next webinar.

Whatever it is, it should be an easy first step that helps prospects move in the right direction, but do so with minimal risk or commitment.

Ask yourself:

• What does the path forward look like?
• What’s the first step that a potential client needs to take to get started?
• What might be creating friction or resistance to moving forward?