When we write for our business, we want our most ideal people to sit up and say, “Yes, that’s me!” You do that by focusing on the stuff that comes before your solutions and value propositions.

It’s defining the problem/struggle your ideal client is up against — pain points, as many people call them, or tolerations or struggles— but in a very specific way. You need to define those pain points as they define them. Not as you define them.

It is a subtle but mighty difference that requires a point of view shift.