You're desperate for clients. The bills are real. The pressure is real. So the last thing you want to do is spend time creating detailed 'avatars' of your ideal customer. That sounds like overthinking. That sounds like busy work when you should be selling.

So you don't do it. You make your messaging broad. You say yes to anyone who says yes. You cast a wide net and hope something sticks.

And then six months later, you're exhausted. Your clients don't fit. Your money came slower than it should have. Your messaging is so scattered that nobody knows if you can help them.

This episode is about the work you thought you didn't need and why skipping it is actually costing you money, not saving it.

When you're trying to serve everyone out of desperation, your messaging becomes generic. You sound like everyone else. Prospects scrol ...