Defining problem/solution for target niche–applies to selling self, too?


Brooke,
I am selling myself as a contract facilitator for corporate training programs. My target niche is corporate training firms that focus on written business communications (my area of expertise) who need to build their stable of contract facilitators in order to meet their growing demand/to increase demand. It’s very common for training firms to staff their projects through a pool of contractors. I have an existing contract relationship with one such firm and am looking for more.

I am building my website and reading “How to Write Copy That Sells.” I’m curious, do you think your advice (and Ray Edwards advice) about describing the client’s problem in their own language applies to selling yourself as a professional? I am selling myself as someone who shows up and delivers their program, not my own program. The problems they are having might be:

– I need someone who is able to think on her feet to address unanticipated questions, showing learners how to solve their problems with our material
– We have great material but our pilot programs don’t sell the full engagement as often as we want.
– I am looking to round out our soft skills offerings and need business communications expertise
– I sold a large training project but don’t have enough facilitators to staff it/would like to sell larger projects but don’t have enough
– I have facilitators on staff who are good, but not great.

Are these compelling or even appropriate to put on a website? Initially, my potential clients will go to the website after having read my cover letter/resume. Eventually, I plan to make a business writing coaching offering through the site as well (in April). My near-team focus is to get in with the training firms.

Would appreciate your thoughts on whether it’s appropriate for the website to talk about the problem of your niche market, when the way to solve it is through hiring me to show up and execute (rather than a program/product).

Thanks!