Hey Reader,

I must've said this 20 times this week:

"Your job isn't to market your solution. Your job is to articulate your buyers' problems better than they can themselves."

Ya'll, people get this so backwards. They focus on shouting about their expertise, their credentials, their "proven system." Meanwhile, their ideal clients are scrolling right past because they don't feel seen or understood.

The fix?

This might word: understanding.

When someone believes you understand their problems better than they do, they trust you're the right person to solve them.

Look, nobody sets out to be bad at articulating problems. There's no award for "The Worst Articulator In The World." (Though, hilarious idea.)

But when you've spent years building knowledge and experience and you've got a new offer or business to introduce to the world, of course you want to show it off.

And of course everybody should simply understand that this is the best offer or business to ever exist in the history of life 😉 because duh.

Ah, if only it were that simple.

If only we could walk into a room full of strangers, lead with "I'm funny, trust me" and sell out a comedy show.

Unfortunately (or fortunately, given being human is the best antidote to AI) we're emotional creatures and need a littttlleee bit more convincing than that. Especially right now, when trust is at an all time low.

​We're nuanced, dammit, no matter how much LinkedIn tries to get us to forget it.

(I had to hit you with a funny link after a seriously depressing one to reset the vibes 😅)

But there's another reason, besides excitement or impatience, that makes it hard for experts and deeply knowledable people to articulate their buyer's problems:

When you deeply understand something, you start seeing patterns and principles everywhere. You see the forest from a 30,000ft view while your clients are still tangled in the trees.

They need to someone who can meet them where they are, who remembers what it felt like to be in those trees, before showing them the way out.

Or at the very least (in case you haven't been in the trees yourself), you need to show them that you've helped many, many people who have been, and you deeply understand their lived experience.

So how do you actually do this? How do you show people you understand their problems deeply enough to earn their trust?

You reflect their internal dialogue back to them:

Think about or write down:

• What's the reader going through in their life?
• What are they struggling with?
• What keeps them up at night?
• What makes them happy?
• What pisses them off?
• What do they want?
• What do they need?
• Where do they want to be?
• What's holding them back?
• What limiting beliefs do they have?
• What transformation are they seeking?
• What does their inner critic have to say?
• What have they tried already that didn't work?
• What misconceptions do they have about solving their problems?

Then, turn those insights into content.

Like this post from me, this post from Nick, or this one from Tas where she's marketing her buyers' buyers' problems (B2B problemz 🤯)

Which brings me to my final thought for today....

When you combine deep understanding with real experience and proof that you can help, you become...

The Best Articulator In The Worlddddddd

Cheers to an awesome week ahead,

Erica

PS. Should I make The Best Articulator In The World a part of my newsletter and give someone this award every week?

If so, this week we're giving it to Tas for her fantastic post linked above.

PPS. If you've got deep expertise and experience but are struggling to articulate your buyer's problems so you can build trust and sell more of your offer, you may be perfect for my Content Sparring 🥊 program.

I just opened up 5 slots for February, so reply here if you want to chat about working together.

👀 Other ways I can help:

​Full Stack Solopreneur: Become known for an expertise you own. If you've got a solo business but feel like your expertise is your greatest asset and your biggest roadblock, we built this group coaching program for you.

You'll build, launch, and sell an offer in 60 days, then grow it surrounded by mentors and peers who'll support you through the mess journey.

​Self-paces courses: I've got 3 courses designed to help you solve a really specific content problem.

Struggling with writing scroll-stopping hooks, self-editing, or creating launch content that makes you money? I gotchu.

New here? I'm Erica. Your seltzer-loving solopreneur who helps you earn more money with content that moves people to action (but doesn’t feel salesy). ​​

🥊 WORK WITH ME 1:1 💡 TAKE A COURSE 🏴‍☠️ JOIN GROUP COACHING