Hi Reader!

Welcome back to my newsletter. I greatly appreciate you taking the time to read this edition!

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There’s a funny thing that happens when you think you know your audience inside and out.

You start building solutions in your head. You start assuming their problems, their dreams, and their sticking points.

You stop asking real questions because you’re too busy answering them yourself.

That’s where I found myself 6 months ago, and again just a few weeks ago.

And all the while, I was solving problems that weren’t actually problems.

Not for the people I cared about serving.

It Was Working... Kind Of

At first, I didn’t notice it.

My content was landing okay. Actually, some videos were going "viral."

People were saying I was hitting the nail on the head in the comment section of each post. But when it came to action (or buying), they didn't budge.

The offers weren’t wrong. They just weren’t urgent.

I solved "nice-to-solve" problems. Not problems my audience needed to solve. The difference between the two is that one results in a polite no and the other a passionate yes.

Until I Had Real Conversations

So I went back to basics.

No fancy funnels, like every other person is doing on LinkedIn. Just real conversations with real people.

After five interviews, I started hearing the same thing over and over:

And just like that, the ground shifted under my feet.

Everything I thought I knew about what they needed wasn’t wrong, exactly. It was just... shallow.

Once you hear what your people actually need, you can’t unhear it.

You can’t go back to building products or services based on your assumptions.

And I'll be honest:

It’s uncomfortable to admit when you’ve missed the mark, especially when you've spent months polishing the wrong thing.

But here's the biggest thing I'm learning:

My audience’s actual problems won't always scream for attention. Sometimes, you have to listen between the lines.

I have to notice the questions they’re too embarrassed to ask out loud.

That’s where the best offers are born.

And even better, that's where conversations that lead to client relationships happen.

If you could wave a magic wand and fix ONE thing in your business right now, what would it be? More consistent leads Better-fit clients Easier, more natural sales More time back in your day

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And that's all! I hope you enjoyed and learned something from this edition.

Take action right now using the ideas above, and let me know if you have any questions.

If you have enjoyed this article, it would mean A LOT if you could share the newsletter. And it would mean even more if you replied to this email to share your thoughts​!

Until next time.

All the best,

Ian Efford
Your Growth Partner

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P.S. Whenever you’re ready, here are 2 ways I can help you attract clients effortlessly:

1. ​Client Acquisition Audit: Get a 1:1 audit of your client acquisition process to identify what’s working, what isn’t, and how to create a system that brings in high-ticket clients consistently. 600 entrepreneurs have converted at least 1-2 extra clients from this audit.
2. ​Demand Sprint Product: Book a full day of support to establish a complex marketing system that consistently brings in high-ticket clients without filling up your calendar.