Have you ever had that feeling after reading an email or scanning a sales page that you just had to whip out your credit card and buy something right away?

That is not by accident.

Skilled service business providers know how to weave three things together very well: knowing the exact thing you are struggling with and articulating it in language you understand, packaging a solution in a way that works for you and truly solves your problem, then explaining it in simple terms and a model that helps you remember it and “get it.”

PSA Team members Darron Padilla, Josiah Owens and I created a model around these three things which we call your “Thumbprint.”

To create an offer that resonates immediately with your ideal client, you need to design three things:
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​1. Market Fit: Will it sell?
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The job of market fit is to deeply listen to your ideal client and find out what problem, challenge or aspiration they have that they are searching for a solution to AND that they are willing to pay for.
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Once you understand this need, you must demonstrate that you (and your firm) are the perfect, trustworthy solution to solve this problem. You share this through your communication, marketing and sales materials.

2. Method: Will it work?
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The job of Method is to design a solution that delivers on the promise of market fit. That is — to design a process of solving the problem that is the best, shortest possible use of their time while delivering consistent results.
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Depending on the problem you are solving, your method could take one hour, one week or one year. What matters is that it is designed specifically with your ideal client in mind, and will not waste their time or money.
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3. Model: Will it stick?

The job of Model is to create a short, sticky name and visual model that helps your ideal client reinforce the behaviors they learned through the Method, as well as easily refer other clients to you.
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Ideally, a model is simple, logical and easy to understand and remember.

Market Fit Questions

To understand what your ideal clients want help with, listen closely when they say things like:
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“You know what would be amazing?”

“I just want …”

“If this happened, everything would accelerate…”
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“If I could just solve this problem, I know my business would work…”

Method Questions

To determine the appropriate method, you need to answer these questions:
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-What is the actual performance issue you are solving?
-What are the fewest steps necessary to solve it?
-What would make the transformation easiest?
-What did they try already and why didn’t it work? (question from Susan Baier of Audience Audit)
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Model Questions

To determine the name and shape of the Model, answer these questions:
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-How can you reinforce the behavior with a simple phrase?
-What will make it shareable, and referable?
-How can you create a visual model that demonstrates the simplified method?

Drafting your Thumbprint

Once you gather this information from Market Fit, Method and Model, you can shape and build an offer to test that delivers on its promise.
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The more you refine and streamline this offer, the more perfectly it will be positioned and sold. Most importantly, it will deliver exceptional results.
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Your ideal clients are worth the work it will take to develop a great Thumbprint.
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