The quote, as I understand it, was “I am a turnaround guy”. Regardless of the details, that was the message conveyed – and conveyed very effectively indeed. For some reason, this simple statement captures one’s attention and seems to suggest success. Elegant in its simplicity, and powerful in its promise.

I wonder – is this a marketing strategy or a well-defined specialty? Regardless, it speaks to a principle that is often easy to overlook – market to the problem. I am, without a doubt, a sucker for an intriguing sales pitch. When shopping online, I will inevitably fall for the narrative that presents the product in a way that makes me believe I will regret passing it by. That they know something I do not. That convinces me it will simplify or enrich my life. The “statement necklace” that is all I need to update my wardrobe for the season. Or the new moisturizer that promises to make my skin glow. I don’t care how the product does what it does, only that the outcome is just what I need – even if I couldn’t have previously even identified the need.

Lesson learned – market your impact not your service. If you know that the client is pondering how to help a recently promoted yet struggling executive, state the outcome – a turnaround - instead of describing the process - coaching. State it succinctly and with confidence, and you will have captured their attention… and most likely their business.