Hunter to Hunted
Clarity
“The beauty of clarity is that it brings with it the undeniable power to act.”
Just to be clear 😉… the clarity we're talking about here is the deep understanding of exactly who it is your business helps. When you articulate what you offer with precision and effectively communicate with your ideal client, you cut through all the BS, cookie-cutter, AI-generated marketing out there like a hot knife through grass-fed butter. The more precisely you can define who you help and how, the more easily those people will find you.
Your One Sentence Offer (OSO)
Can you distil your entire business into a single, powerful sentence that speaks directly to the solution you provide? This isn't listing services - it's clearly conveying the core promise of your company. People should be able to tell exactly what you do after reading this sentence. For example, the Saga Creative offer is "We Create Brands"... no ambiguity there, right?
Your Ideal Client Profile (ICP)
Don't confuse this with demographics. Your client is more than their age, income and the car they drive. This is a raw, vivid description of the person you aim to serve. You want to have a good idea of what keeps them up at night, what they dream about... as in what their aspirations are, not that they have a recurring dream about swimming naked through a river infested with unicorn piranhas (umm… who dreams that? 😳)
But seriously - what challenges are they facing? What problems are they desperately seeking a solution to?
These aren't surface-level problems - these are the deep, emotional struggles that drive them to seek a solution. And understanding them is your superpower.
It’s action time!
1 - Develop your OSO
Open up your notes app and write your one-sentence offer. It's worth having a few goes at it in order to find something that feels right and is a true reflection of what you offer. Your final choice should be stupidly simple, direct, and focused on the result. Don't fuck around trying to be smart. You'll just end up sounding like a douchebag, which is actually the technical opposite of a professional.
2 - Create your ICP
You're on a roll - keep going! Remember, your ICP is more than just an acronym, it is as real as any of your potential clients. Give them a name, a profile image, a personality. The more real they are to you, the clearer your marketing messaging will be and the easier it will be to create. Remember this profile can (should) be an evolving entity. As you better understand who your ideal client is, adjust your ICP to reflect this.
Things to think about:
Their professional challenges
Their personal aspirations
Their problems (stick to the ones you can actually solve 😉)
The transformation they're seeking