Case Study: The Problem of Plenty

Monica Paredes-01-kl

Clients often book a session with me when they feel swamped with ideas. They have many interests and use a wide range of skills and modalities. Describing what they do becomes hard. Focus areas blur.

They tend to get tangled in overthinking.

This confusion is a common problem for new and long-time business owners.

One example is my recent client Monica, who has a rich professional background. She's launched companies in various sectors. Worked as a brand strategist for startups. Over the years, she's collected an arsenal of skills and unique tools. These aid her clients in business and personal matters alike. Everything from relationships to health matters.

However, articulating such a diverse role was a challenge.

The Challenge of Clarity

Her business was presented as a smorgasbord of modalities from brand consulting to astrology. Understandably, this was confusing.

Like her, many focus on detailing skills and tools. They overlook the transformations they provide for clients. This is where the problem lies.

Stop overthinking; start visualizing

The best way to gain clarity? Sketch the situation.

I asked her to describe her typical clients. I drew out common threads. As I drew, she filled in the details. The transformation's core often reveals itself almost magically. This happens when you create visual "buckets" to categorize information. It stops information from whirling in your mind.

I also created a "struggling client" visual. This allowed us to return to the image when crafting messages. The goal? Ensuring resonance with the person we're trying to reach.

Focus on the Transformation

Her clients start in confusion. They feel lost. After working with her, they either reignite their business love. Or, they find a new direction entirely. She uses whatever modality is necessary.

It can be an astrological chart.

Sometimes she uses healing herbs.

Or she draws "just" from her vast experience as a founder and brand strategist.

Her eclectic approach evidently works. All her clients are word-of-mouth referrals.

When we looked at her business storyboard together, it became apparent: Monica is a "holistic business mentor." She guides stuck entrepreneurs to create their unique paths. To do that, she uses her expertise to choose the necessary means, skills, and tools to unstick them.

There's no need to list every skill!

Extract your message

Are you in a situation similar to Monica's? Feeling overwhelmed by a plethora of ideas and skills?

Seek out a common transformation that you provide for your favorite clients.

Identify the original misconception that trapped them. Once you do this, you're on your way to developing your message. From here, your 'point-of-view' marketing (as Tad Hargrave calls it), can take shape.

Then, you can focus on marketing your message instead of marketing yourself.

P.S. If you have too many ideas, you are probably one of the creative visual minds. If you've been juggling words for a long time and are still stuck, try drawing your business. It might show you something new - even if you think you can't draw.