This is a really, truly important question that you should know the answer to. Do you?

You know how often I talk about Niche. And you know how I believe it's so important.

You also probably know, if you have known me for any length of time, how important it is to know who your Ideal Client is. (If you aren't clear about these 2 important pieces of business let me know and I can help you with this!!)

So, I am going to assume now that you know your Niche, you know the people you want to work with, your Ideal Client.

Now the next question is: Do you know what keeps them awake at night?

This is crucial! You have to know what their 'pain points' are. Where are they hurting?

I know when I first started my business I had a really tough time with this concept. Maybe it was my background as a therapist. I wanted to help people to feel better, not focus on the pain they were in. That just went against the grain of my beliefs.But I learned.

People don't hire me because I am a coach. People don't necessarily want a coach. They want someone who can give them the results they want and need. People hire me because I can help them get their business off the ground or take it to the next level. They are in pain about things like not making enough money, not knowing what steps to take next or not even knowing where to begin. Those are pain points.

If you are a divorce coach you may have potential clients that are hurting emotionally, confused, angry, issues or concerns with their children and the list goes on.

If you are a money coach, your clients may be in pain about how poorly they handle their money, how they don't know how to budget and the worry of paying bills. Since money is a source of life, this can be devastating.

Before you can talk to potential clients about them hiring you, you need to know where they are hurting. What are they in pain about? Then you can talk to them about how you can help them with what they want and need.

One way to find out what they want and need is to ask them. I know that sounds simple enough but you'd be surprised how many people simply don't ask.

If you just ask that one simple question I think you will be really surprised by their answers. So many will hit reply and either give you a 5 word answer and some will write paragraph after paragraph. There is so much to learn from these answers.

So, take the time to email your list, maybe a solo email, and simply ask them 'what keeps you awake at night?' You will be amazed at the responses you get and now you will know what their pain points are and you will know what you can offer them to take those pain points away.

If you don't have a 'list' yet, ask people who are the types of people that you would like to work with. Ask family, ask friends and colleagues and anyone else. People love to talk and I think you will gain very valuable information.