We've spent a few days covering the importance of speaking to your ICP’s pain.

It’s a critical first step to validate what they’re feeling and tee up a conversation about how you can help.

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Now, I know you have a transformation waiting in the wings that can help them out of their pain.

It’s that signature transformation that comes out of you spending time in your genius zone.

But, resist the urge to jump directly into your solution and your offer.

After all, you were just able to make a real connection on the pain point.

Don’t spoil it right away with a pitch and a price tag.

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Instead, here’s your chance to take the intermediate step between problem and solution: share your Signature POV.

As we’ve discussed before, your Signature POV is your birds-eye view of your ICP’s problem space, that demonstrates your expertise and previews your unique path to solution.

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I'll share an example:

In what became my first engagement as a solo consultant, I was approached to help build some IP based on a SaaS executive’s insights. (I wrote about it in #40 💡 Ok, so what does IP look like?)

The work was right up my alley, but based on my conversations with the team, I knew I needed to share my view on what it takes to do this type of work well, so as to elevate myself beyond “just another contract writer.” (My words, not theirs.)

So I put this exact POV slide at the front of my proposal:

Not exactly groundbreaking (and admittedly a little wordy), but in one slide, the visual:

• Centered the client on my process in a memorable way
• Highlighted my years of experience developing the method
• Primed expectations that this wasn’t a quick & dirty approach

Most importantly though, sharing this view provided client value in itself.

It gave them a framing for how to think of this type of work, with or without me.

It defogged their glasses.

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Do you have a similar view that could communicate your approach to your ICP's core problem?

It’s a priceless, shareable asset worth every hour you spend putting it together.

💡

-Wes