What Problem Do You Solve?
If you want to build a great speaking career, you have to get clear on your positioning.
That starts with one question:
What problem do you solve?
This sounds simple. It is not easy.
Most experts have a lot they can talk about.
They have stories.
They have experience.
They have frameworks.
They have wisdom from years of doing the work.
But the marketplace needs clarity.
People need to understand where to place you.
They need to know what problem you solve, who you solve it for, and why you are the person to solve it.
That is what positioning does.
Your brand needs a series of one things.
At Brand Builders Group, we teach something called a Brand Positioning Statement.
It is a framework built around a series of one things.
One problem.
One message.
One uniqueness.
One audience.
One underlying cause.
One set of payoffs.
This is the foundation of a personal brand.
The first question is: what problem do you solve in one word?
Then we move into your message: how do you solve that problem in one sentence?
That message needs to be practical.
It needs to be a command statement.
It needs to be something people can do.
From there, we concentrate it into a one-word uniqueness.
That is the word you want to become known for.
Dave Ramsey owns words like debt and cash.
Brené Brown owns shame and vulnerability.
Lewis Howes owns greatness.
For me, the word that originally helped me break through was self-discipline.
But the word you choose cannot be random.
It has to align with your expertise, your message, your problem, your audience, and the transformation you deliver.
Market the problem. Train to the cause.
Here is one of the biggest distinctions.
You market the problem, but you train to the cause.
Your audience usually knows the problem they have.
They feel it.
They can admit it.
That is what they are willing to pay attention to.
But they often do not know the underlying cause.
If they knew the cause, they might already be treating it themselves.
That is why they need you.
So your marketing needs to name the problem they recognize.
Then your teaching reveals the cause and gives them the path forward.
This matters because people pay money to solve problems.
If you are not clear about the problem you solve, your prospects will not be clear either.
Speakers get hired to solve problems
We are past the days of getting hired simply because someone is a good speaker.
Speakers get hired to solve problems for people and organizations.
That means you have to articulate the problem.
Clarify it.
Market it.
Promote it.
Celebrate it.
Become an ambassador of it.
When your positioning is clear, your message becomes easier to repeat.
Your referrals get stronger.
Your buyers can understand why you are relevant.
When your positioning is fuzzy, everything gets harder.
Your content gets scattered.
Your sales conversations get confusing.
Your speaking topics drift.
Your audience struggles to remember what you do.
You cannot build a brand on a shaky foundation.
Clarity shortens the learning curve
I have seen this over and over.
Someone has expertise.
They have the work ethic.
They have the desire to serve.
But their message is all over the place because they are chasing whatever the market seems to want.
That is exhausting.
Clear positioning gives you a center of gravity.
It helps you decide what to say yes to.
It helps you decide what to say no to.
It helps your audience understand how to talk about you.
And when people can talk about you clearly, they can refer you.
A simple next step
Ask yourself these questions:
What problem do I solve?
Who do I solve it for?
What is the underlying cause of that problem?
What is the one message I want people to remember?
What word do I want to own in the marketplace?
Those answers are not just copywriting exercises.
They are business strategy.
They affect your content, your speaking topics, your offers, your sales conversations, and the way people refer you.
If you want help clarifying your positioning, identifying the problem you solve, and building the strategy to become known for it, schedule a free brand call with our team at www.freebrandcall.com.
Our team will help you uncover the clearest path forward for your message, your audience, and your personal brand.
