Focus On The Problem with Jessica Miller

Jessica Miller (0:00): My argument would be that I think the data actually doesn't lie. I think you absolutely can reverse engineer what is actually going on there. The problem is a lot of times we think it's a fluke.

Tom (0:12): Welcome to the podcast interview marketing show where we explore big ideas with leading experts on how to grow your brand and business with targeted podcast interviews.

Jessica Miller (0:24): You've heard me say it before. Never start with your product. Don't start with your process. For God's sake, don't start with your story because no one cares. Start with the problem.

Jessica Miller (0:38): That's what they care about. Today, Jessica Miller and I, we unpack why the problem, that's the hook. Your ideal customers, they're not walking around wondering about your methodology, your credentials, your clever framework, or your backstory. They're scanning the world for someone who understands the pain they're already feeling and someone that can help them solve it. And when you describe their problem better than they can, you instantly build trust.

Jessica Miller (1:08): You become the expert. Jessica is a profitability expert and growth consultant. She helps business owners find the money that's already hiding inside their business, not by adding more offers, more ads, or more activities, but by identifying the real constraint and fixing that leak. Now for coaches, consultants, category designers, professional services, this all critical. You see, podcast interview marketing works best when you don't just share information, you diagnose.

Jessica Miller (1:43): You help that listener see the problem clearly and then see the next steps even clearer. Listen closely because this conversation may help you stop chasing and start converting. Jessica, I am so excited to talk with you. We both believe that we should start with the problem. Can you unpack that a little bit?

Jessica Miller (2:06): We had talked about this online and we really want to unpack why the problem is the key to start.

Jessica Miller (2:14): Yeah. Thanks, Tom. I'm so happy to be here. In the name of Don Miller, who I have been following for a long time, many people have heard StoryBrand. He always would say to me, you know, during our coaching sessions that I teach in his community, he would always like beat this idea into my head that the problem is the hook.

Jessica Miller (2:32): And I was like, Oh, that's so interesting. Like why is that? And I started to understand that human nature, humans and individuals, they are scanning their environment for problems. Their brain and they care about what problems they have, what problems are in their existing proximity, and how they're going to overcome those. So when they come into contact with you or your brand, one of the first things that they think are like, what can you do for me?

Jessica Miller (3:05): What problem are you going to help me solve? Like in the Rolodex of our brain, there's a problem and you're sitting right next to it if you've done your job well and you can connect your business or your brand to the thing that they care about, which is this problem. Most people don't think about the problem first. They think about themselves. They think about what they sell.

Jessica Miller (3:28): They think about their business. And not to burst anybody's bubble, the truth is nobody cares until they know that you can solve their problem and then they care how you do it.

Jessica Miller (3:38): It's interesting. You said it's the hook. And as she was saying that I'm like the noise signal type thing. We're only listening for our problem because like you said it's all about me. We all look at the world as I'm the main character and everybody else is the supporting role, right?

Jessica Miller (3:59): And so if they're just talking about our problem, then that fits in to the way we're seeing the world at that time. Everything else is just noise, so the hook, the signal, whatever you want to call that, that's what people are listening for.

Jessica Miller (4:16): Correct. Yes. The work that I do, I'm a growth consultant. I help people on profitability and I'm a profitability expert. And one of the biggest issues I see is this idea of not leading with the problem on the front end of your business.

Jessica Miller (4:32): But a lot of us go in and they talk to customers about what do you need help with? Or what's going on the back end of your business? And at the end of the day, those people also care about what they think the problem is in their business. To the extent that you can get clear on that for them, and then isolate it within their business and focus your energies and efforts there, the easier that you will convert that client, the bigger impact you will have on the results, and the easier it will be for them to grow. Because their number one problem or the number one issue in their business from a weighted perspective is affecting a huge amount of the output and the results.

Jessica Miller (5:16): And yet we spend a lot of time focusing on all the things circling around all the stuff and all the problems that are not really the problem. But the problem that is the hook that they care about and they see is really the thing that is going to create the biggest impact and results in their business. And also the profitability goes way up when they can do that thing better than they did before. And that is really like the problem is always the epicenter of the universe. It always is.

Jessica Miller (5:46): Well, let's unpack that a little bit because a lot of times people come in and they don't know what problem they have. They know what pain they have, but that's not the same thing as the root cause of the problem. So how do you go through and help them, educate them on what the bigger issue, what the core problem is because if you can do that then you become really the expert, not just the vendor that says, What do you want me to do?

Jessica Miller (6:16): Yes, that's a great question. I think the first piece is what you and I have talked about Tom, which is like knowing and believing that no one cares about anything else that comes out of your mouth until they believe and understand that you understand what their problem is. That you are identifying what that is for them or you're recognizing it. So when I'm walking around as a consumer and I have a problem, that's the thing I care about. I don't care about anything else and I care about you a lot more.

Jessica Miller (6:47): If you can say, I see you, I get you, and I understand that problem that you have, And let me help you understand why that's happening. And when you as the business owner or the person I'm talking to can explain to me that problem better than I ever could say it myself, I immediately think you're a genius. There is so much trust and thought leadership that's created in that moment that it catapults our relationship forward on the trust scale. So now I'm really interested. I'm like, okay, yep, that is exactly what's happening.

Jessica Miller (7:20): What do you do about that? Like tell me more. And that part moves that whole conversation forward. Now we're interested. We're invested.

Jessica Miller (7:29): And now we want to hear about like what you think about that, how you solve that problem, what you're seeing. All of those things come after this feeling that we understand each other and we know each other. This is also true on the back end of people's businesses. Somebody comes to me and they're like, I'm making $3,000,000 but I plateaued and I've never worked harder for my money. I'm finally making the money I want to make, but it's never been harder than ever.

Jessica Miller (7:53): I'm like, that's really interesting. You know, let's talk about like what's going on there. And so we start to like dig into by asking a lot of questions and understanding that. And then once we can get to the heart of it, not all the symptoms, not the 45 things, we're looking for like the linchpin. When we can find that and explain it to someone and help them see it, the same kind of thing happens.

Jessica Miller (8:19): They look at us and they're like, wow, you get it. I get that. I see it. I understand how that's creating all the pain in my life. We instantly have a connection there.

Jessica Miller (8:31): So it's hyper customized to them, to what's It going

Jessica Miller (8:35): sounds like it's also diagnosing because let's use you as an example there. There's so many people that go out there and say, I need more leads. I need more website traffic, whatever it is. Facebook likes. But you say, no, it's a profitability thing.

Jessica Miller (8:50): So how do you go from the problem they think they have to the problem you know they have because you've seen it so many times?

Jessica Miller (8:59): Yeah. First, it's through a lot of questions. We're super curious. We want to know what's going on in your world. And we come from the place that growth is really about subtraction and it's about doing less things better.

Jessica Miller (9:15): So in many businesses there's a million work streams. We're doing a lot of stuff. And there is a couple of issues that are really important. Number one is people don't really know where their money's coming from. They don't know what's really driving the bus.

Jessica Miller (9:30): So it's difficult for them to then fix the problem because they're not exactly sure what's happening. And the knee jerk reaction is I'm going to add more stuff to fix this. But I'm always here to tell people like if you have a broken funnel or an offer that doesn't work, like adding more offers to overcome a broken offer is not going to solve your broken offer problem. It's just going to make your life really complicated and frankly probably cost you a ton of money and heartache. But in that vein of we need more people, people think it's a traffic problem.

Jessica Miller (10:01): So they think I need to add more people and more things. I'm going to solve all my problems. But in our world, what we see is that you've spent the time, you've spent the money, you've built the business on the back end. We want to know where are you leaking profits? Where are you leaking the money?

Jessica Miller (10:16): So we come in and we ask you a lot of questions. We ask you what's going on there. Tell us about this. Have you thought about that? What do your clients do?

Jessica Miller (10:24): We're trying to uncover like where exactly is the problem. What's the biggest issue? And so once we do that, and in fairness, when we're talking to people like this, just meeting them, and we're not really in the data, we're making our best assumption. We're asking questions based on what they think. But because we've done this so many times, we're really good at it.

Jessica Miller (10:47): So we can uncover where that treasure map is sort of leading us. And then by asking them, you know, have you thought about this or have you done that? We think it's this thing. Tell us about this stuff. They start to put those pieces together on their own.

Jessica Miller (11:02): They're like, Oh no, actually I haven't done that. That's really interesting. And we're like, cool. That's no problem. What about this thing?

Jessica Miller (11:08): And they're like, actually, no, we haven't done that either. And so we're circling around it. And then once we really focus in on that, we quantify it. Like if this is a $3,000,000 business and they are running their core offer and it's making them, I'm making this up, $1,000,000 a year, and they're leaking people on the sales call, you know, for example, they're falling out of the funnel. We're like, if we plug this leak, what would that look like for you overall?

Jessica Miller (11:41): And we can do the math with them and people can see what that looks like. It's not ambiguous. And very quickly people move through this place of doing the math. Like, do you want to spend $50,000 in Facebook ads over here to get 25 more people come in? Or do you want to plug this hole so that instead of having 20 people on a sales call with a conversion rate of 10, you have 30 with a conversion rate of, you know, 50% of that.

Jessica Miller (12:11): Five times whatever, it's very clear.

Jessica Miller (12:13): I see it sometimes as being a professional or being an expert. It's almost like being a physician. As you were explaining it there, it's like you don't go into a physician or a surgeon's office and say, I can do these 100 surgeries, right? Which one do you like? Which one, I'm running a special on this one this week?

Jessica Miller (12:35): All of that. No, you start to ask that question and sometimes you can walk in and they can tell from the symptoms this is what you're going to have, but you've got to focus on the questions, the problems, so they can come to see this is the core problem, this is the solution. So you're not trying to sell them a solution or a surgery. They're saying, Oh yeah, I see the problem. This is the obvious way to do it.

Jessica Miller (13:05): And then they're making the decision on that. I think it's a different view of being a professional that understands the problem better than they do, has seen it more times than they ever do, as opposed to just being a vendor that says, Well, what do you want me to do?

Jessica Miller (13:24): Yes. And the other important point that you just touched on, Tom, is when we talk to people, we ask them what they want. So if this is a $3,000,000 business that would like to generate $200,000 in the next six months, That's what they care about. And we're figuring out for them the easiest, most cost effective, fastest way for them to create that result. And to your point, a lot of them will be like, if I just had a thousand more people, I just need a thousand more people.

Jessica Miller (13:53): And we're like, actually that, that would get you this money, but this is the investment for that. And it would be so much harder for you to convert a thousand cold leads than for you to plug this hole right here and get the answer to that problem solved in less time with less money and less friction. What do you want to do? Like that's really where we're coming from. And we watch people light up around this because it's kind of a, it's like bends people's brains a little bit.

Jessica Miller (14:23): Think, you know, they're not thinking like that. They're thinking they need more. They're missing something. You know, they broke something. It's all about like what they didn't do.

Jessica Miller (14:31): I'm like, no, you're doing all the things actually, especially when you're a business that's very successful like that. But this is like, how do you do it better?

Jessica Miller (14:38): Easy It just bends the people's mind that resonate with it. Right? Eddie June from wrote the great book Super Consumers. Right? The vast majority of the world doesn't care about you, your product, your service, anything.

Jessica Miller (14:56): You can't help the vast majority of the people. You just want to go to those super consumers that understand it, resonate with it, will get the most value out of it, and then tell everyone else about it. That's the other thing is this idea of the megaphone. I just need more. I need to make more noise.

Unknown Speaker (15:16): I need to get more, more, more. I reject that, right? That idea of a magnet. How can I attract the right people and repel the wrong ones? You know, some people will just see it as noise.

Unknown Speaker (15:28): Other ones will see it as signal.

Jessica Miller (15:30): Yes. And I want to also just touch on that too, which is this. I am all for amplification, but everything is not created equal in your business. So when you do this work, when you figure out what's really moving the needle, when you optimize that for the outputs that you want and the results, and then you amplify it, that is the killer combination. So when we figure out that this is where you're leaking money and this is your most powerful place to be profitable in your business.

Jessica Miller (16:00): The money is hiding there right now. You're doing all these things, but here's where it's inefficient and it's not optimized. And we fix it so that the output of that is 50% higher than what you were doing before. And then we run the Facebook ads. Now it's a love fest.

Jessica Miller (16:17): Like that's the order we want to do it. But if you've got a huge hole in the boat, you know, and you just like keep putting on more oars, It's not going to like, that's super inefficient. Like, yes, you will move, but it's not going to be the same as if you plug the hole and then you get people rowing. Now we're cruising. You know what I mean?

Unknown Speaker (16:35): It's that idea of the important part that the incremental better, right?

Unknown Speaker (16:42): Yes,

Jessica Miller (16:42): We can that's get more efficient at things that are less effective, right, and that's not going to work long term. Or you can figure out what's that exponential thing that you can do, what's that lever that you can move get the better conversions? To get the better ultimately profits and value for everyone and that's the difference between you know just activity or results with that.

Jessica Miller (17:09): Yes. And I have found that there are that idea of levers. We talk about profit levers, but there are some really powerful levers that are super simple and they're very specific in people's business that amplify that result. And that is things like if you create more value per purchase of customers, so if you increase order volume, now somebody instead of buying a $100, it's spending a $100, it's spending $300. You can triple your business by doing nothing else, not having another new person walk through the door just by tweaking that type of thing.

Jessica Miller (17:41): Again, already in your business. Where are you giving them value? Where can you have them buy more of the things that they want to buy with you? And with still an N of one customer. I went from 100 to 300 and I'm still only servicing one person.

Jessica Miller (17:55): That is huge, right? Bundling things or repeating purchases. Like you love me, you bought my $100 thing. You usually buy it once a year. Well, what if we like tweaked this or got in front of you more often because you already love us and you're already buying the thing and we keep solving your problem over and over because we know exactly what that problem is.

Jessica Miller (18:14): And now you're buying this thing once every quarter. Well, one person, a $100 just became $100 Forex your business, still one person. So those things of like what we were talking about, it's like knowing the person, knowing the problem, and understanding how to increase the value by keeping the inputs constant, but mining the stuff on the backend by really doing and servicing this person better in a more optimal way and leveraging that person.

Unknown Speaker (18:48): Do you start with what the constraint is, what you're optimizing for and work back? Because I see so many people, they'll look at the funnel and I need more in the top to get more in the bottom. It's like, well why don't you start with the bottom and make it a sales cylinder instead of a leaky funnel? How do you think about that when you're designing the problem or the solution for that?

Jessica Miller (19:15): Yeah, we always start with the end in mind. Always. So what is it this person is experiencing and what do they want? Like where are you and where do you want to be? That delta is what we're actually optimizing for.

Jessica Miller (19:27): And then we're going to go in and we're going to find out where, like what you're doing and how we can do it better. Because the thing that people forget is they're successful and they're doing something that is working. And we want you to do that thing better. And more than likely, actually a 100% of the time, there's always a way you can do it better. The problem is we kind of don't look at that and kind of trash that idea.

Jessica Miller (19:50): And then we're just focusing on the cold traffic on the front end. And again, traffic is great and demand is great, but it is harder to get people who don't know you've never heard of you. And now you're going to try to convince them, why should they even listen to you? Nevermind. Bye.

Jessica Miller (20:03): Versus getting the people that are inside and the things that are working in your business to convert. So we are looking at that part of it. And then we're optimizing what you have for the goal and that Delta that we uncover. And that's very much driven by the business owner. Like, again, this is the thing they care about.

Jessica Miller (20:22): This is the ultimate result that they want. To give you an example of how this works. I had a brick and mortar client who runs a med spa, who was making millions of dollars, but it was like grinding and she could see her expenses are going up. She's adding all these things. She's got a menu of products like walk in here.

Jessica Miller (20:41): What do you want to do? Here's 50 options. I mean, I laugh, but we do this a lot, right? We think more offers are better. More things are going to move the needle.

Jessica Miller (20:50): What we found when we looked at her business and her opportunity for growth is that she was running events that were bringing in the most people to her business. And when we looked at these events and how they were converting, they were bringing people in, but they making enough money from a conversion perspective on the back end. So we diagnose that. We're like, Hey, if this is the lever that's working, how do we 10X like this result with this particular asset? And so we optimize the event.

Jessica Miller (21:24): On the back end, we got really clear, like who is this person? What is their problem? Why are they coming to this event? And what thing are we going to give them to solve that problem once they understand that we know exactly who they are and the problem that they have? So what we did was we created a package and key to the problem that that client had when they walked in the door.

Jessica Miller (21:46): That solution was a package that instead of being like a $200 facial, was a package that was $2,700 So the people came in. We were problem aware. We invited them. We talked about this is your problem. Here's the solution.

Jessica Miller (22:02): You want to solve this problem right now? Buy this thing. And then we'll go off, skip into the sunset. Everybody's really happy. She went from making, I don't know, a couple thousand dollars for an event to making almost $45,000 in an afternoon.

Jessica Miller (22:18): In an afternoon. Ten to three. And I remember like reworking this. Are we making sure we're seeing the numbers? But when you have 10 people that are buying something at $200 cause we know the asset is converting like that, but then you have 10 people that are buying $2,700 or 15 people that are buying that, the results are massive.

Jessica Miller (22:40): And it really came from understanding this was her best opportunity. This is the person's problem we're dealing with, and this is how we're going to solve it. And we're marrying those together.

Unknown Speaker (22:51): As I hear that it's like doubling down on what's working.

Unknown Speaker (22:54): Yes.

Jessica Miller (22:54): Right? Because there's a million things that could have been done. Well, why don't we do geo targeting, Facebook ads, all the rest of that because that would bring in so much. But no, figure out what's working and I can think of, one of the clients we worked with was doing occasional podcast interviews and got the vast majority of his leads from ads. As he was looking to scale up the business, he had to step back and said, Well, I do a podcast interview and you know, it gets me a client.

Jessica Miller (23:25): It takes me an hour, but I spend all this money on Facebook ads and I do 20 discovery calls and I get a client and the ad people were telling them double down on that, hire two sales development reps to do all that.

Unknown Speaker (23:41): Double your ad spend.

Jessica Miller (23:42): The spend and his costs were going up. Risk was going up because now he had all of these real costs with that and he's like, it seems like a lot of activity to get a little bit out of the bottom of the funnel there. He's like, I'd rather just double down on what's working and people say, well, it's not scalable. For him, it worked, right? He was able that same way with the live events.

Jessica Miller (24:12): Is that scalable? Maybe not for Amazon, right? But for what she was doing there at that med spa, what this client was doing to get us consulting clients in. Boy, that was very, very effective.

Jessica Miller (24:26): Yes. And the beautiful thing about this too, and this is true for your client too, Tom, is that the actual like funnel in this example, the event funnel that becomes an asset in and of itself. You can actually now take this thing that, you know, if I construct it this way and we talk about these things and we put all the pieces together, it actually delivers in this capacity. It results in this kind of income and these conversions. So guess what she's done?

Jessica Miller (24:53): She not only made $45,000 in that event, but we took the same framework. It's an event framework. And now she runs it for her Mother's Day event, her fourth of July event, her holiday event. And so every time she turns this asset on, she makes this money in a very predictable way. And that is true, right, of a podcast guesting funnel too.

Jessica Miller (25:18): Like if you're doing all these episodes and no one's converting, you can look at that in isolation and then fix it and optimize it. Or to your point, it is working and now you're like, okay, what exactly are you doing? Let's optimize that and then repeat it. And it's awesome.

Jessica Miller (25:36): That's a great example there. It's like optimize it to make sure you're getting results because I've heard so many people, I need to be on bigger interviews. I need to do more And it's like, well, if it's not converting, multiplying it, doubling down, the neighbor used to call it doubling down on stupid or doubling down on a losing hand. Why would you want to do that? So figure out what is missing in there to get those conversions because at the end of the day, as you say, the problem is on the profit side, not on the activity side.

Jessica Miller (26:11): That's right. And I think this idea of, you know, where do you get the highest ROI for your time, your energy, and your money? You need to go there. Like you've done the hard work. It's not about working harder.

Jessica Miller (26:27): It's about doubling down on what's working and understanding that data, which does not have to be complicated. I'm not talking about a Google dashboard. I'm talking about like a basic conversion map for your funnel and then going there and fixing it. And doing that is easier. It is faster.

Jessica Miller (26:47): It is much more profitable. And it gets more profitable over time because you learn to do this thing now even better and more efficiently. So that exponentially grows. And then you can apply it to all of these other places in your business. And that's when it gets really good because when you think about like what you're doing guesting on a podcast or what you're talking about, guess what?

Jessica Miller (27:09): That stuff really translates when you're standing in a room full of people. Or if Oprah called you up, it also translates to her. You know what I mean? So that, that piece of like the money is hiding there for you in a very specific place. You just need to learn how to mine it, but you can grow faster and easier if you double down on that.

Jessica Miller (27:33): How about you had mentioned numbers, right? And you know, you're a numbers person. I'm an engineer at heart, right? And sometimes I think, you know, the numbers can lie, but there's that under arching feeling there, right? And not everything is a 100% attribution on there, right?

Jessica Miller (27:53): Not every number is perfect, but I remember one client that came to us and he said, You know, I've never understood all those Google Analytics reports or the Facebook printouts, but he's like, I know that when I do this, I get clients, right? When I talk with the right people and that could be from a stage, it could be from a digital stage, whatever it is, he just knew that that's his lever to get business. What's your sense on that about numbers versus that gut feel of knowing your business?

Jessica Miller (28:27): Yeah. I mean the killer combination is when this comes together. Like intuition and the feeling, both from the perspective of like, I think this is working. Also with, I love doing this and I'm like charged up energetically and I want to like be going over there. Like all those intuitive feelings are important.

Jessica Miller (28:46): My argument would be that I think the data actually doesn't lie. I think you absolutely can reverse engineer what is actually going on there. The problem is a lot of times we think it's a fluke. Like I had a client once who was like, I don't know Jess, I just, you know, I go on vacation and like three people sign up for my program and I don't, it's just, it's a fluke. I was sitting, you know, on the whatever, at the cabana and then they just sign up.

Jessica Miller (29:12): I mean, what the heck? And I was, I remember saying to her, no, it's not a fluke. Like let's actually look at this. And what it was, these people signed up from LinkedIn. And what was she posting on LinkedIn from vacation?

Jessica Miller (29:26): She was posting a certain type of content that was communicating to her client clearly the result they wanted. And it was touching on the problem that they were experiencing and how to solve that. And that was the thing that was converting people. But I think a lot of times we're not looking to reverse engineer that. We don't think in that capacity.

Jessica Miller (29:45): So we lean a lot of times on the feeling part. And I think the feeling part is very important. But I promise you the data is there and it can be super easy. It's like I posted this thing. Well, how many people saw it?

Jessica Miller (30:00): Did they like take the action you wanted from the link in your LinkedIn post to book the call? Yes. This many people did that. Okay. What's that conversion?

Jessica Miller (30:08): And then you mine all of that information that points back to the thing that's working.

Jessica Miller (30:15): So the problem really becomes you get success. How do you recreate that success in the most easy way? It's not pulling all the levers, but what one lever will cause that success to happen again?

Jessica Miller (30:32): That's right. And the operative thing here is one at a time. We want to do one thing really, really well because quality matters. We also want to be able to hear the signal. Like if you change your website and do this thing and do that thing, you have no idea what actually is causing the result.

Jessica Miller (30:49): You know, as an engineer, it's super messy, right? Super messy. And it's a huge lift. Let me rewrite my website. Let me do the landing page.

Jessica Miller (30:57): Let me do the whatever. Come up with a new slide deck. People get overwhelmed. But if we're like, look, we think the problem is here. We've seen the data.

Jessica Miller (31:05): Like let's fix this one problem, test it and optimize. You're better off. And it doesn't need to be more complicated than that. Yeah.

Jessica Miller (31:17): Jessica, what is ordinary to you is amazing to others. Thanks for sharing your insights here. How can people get in touch with you? What's the next step for?

Jessica Miller (31:27): Yeah. So they can find me on my website. I'm at jessicamillercoaching.com. I'm on LinkedIn, same name. And I have a podcast called the It's Your Offer podcast where we like talk about profitability and growth all day long.

Jessica Miller (31:39): So that's another place that people can find information.

Jessica Miller (31:42): Excellent. Definitely check Jessica Miller out. Great podcast, great insights, and thank you for sharing them with us today.

Unknown Speaker (31:50): Thank you for having me, Tom.

Jessica Miller (31:51): What I appreciate about Jessica's message is how practical it is. Growth is often about subtraction, doing fewer things better, finding what's already working, then optimizing it and amplifying it. Too many businesses think they need more traffic, more leads, more offers, more interviews. But if the offer's broken, if the funnel's leaking, or the message doesn't connect with the listener's real problem, more activity, well, it only multiplies waste. Now that applies directly to podcast interview marketing.

Jessica Miller (32:29): The goal is not to be on every show. The goal is to be on the right shows, to speak to your super consumers and help them recognize the problem that you have and that you are uniquely positioned to solve. So here's your action step from this episode. Before your next podcast interview, write down the one problem, that problem your ideal customer is already thinking about. Then ask yourself, can I explain this problem so clearly that they feel seen, understood, and ready for the next step?

Jessica Miller (33:06): Because when you start with the problem, you stop sounding like a vendor and you start showing up as the expert. The expert they are looking for.