In the client transformation arc, the crisis & catalyst points are where the rubber hits the road. Think of it as the full-blown boiling point. Folks who don’t go to see the doctor or manage their chronic conditions get the choice made for them when they have a heart attack or are hospitalized.

Empathy is at the core of marketing. Understanding ideal clients gives you the ability to speak to their challenges and aspirations throughout your content, on your website, and in your sales copy. While many folks think that storytelling puts the emphasis on the founder or organization, implementing customer-centric marketing boils down to viewing the story from the lens of who you’re trying to reach.

When I work with service providers and businesses in general, they tend to struggle with one thing above all else: talking about themselves and their product/service. What ends up happening is that what you think is important to include in your messaging/marketing can be very different from what your ideal client/customer wants to know before working with you.

The more we work with clients, the more clear we become on what they struggle with and what they need. But the more knee-deep we are in our client work, the harder it is to take a breath and look around at the big picture.