Hello, and welcome to the market. Your message show. I'm your host, Jonathan Milligan and author of the book. Your message matters. How to rise above the noise and get paid for what, and we are still in our book club series. It's been a lot of fun going chapter by chapter through my latest book. Your message matters. And breaking it down for you, giving you some exercises and hopefully you've benefited from the process. We want you to use the book as a textbook. And use this podcast. As an audio course to help you. I really take a step forward. If not several step forward. Forward in your online business. So we are currently in chapter nine. And I've been saying, if you don't have a copy of the book yet, You can get a free copy. By going to your message matters. book.com. Again, it's your message matters. book.com. All right. So we're diving in today to chapter nine. Passion. What problem will you solve? And if you remember, just as a way of reminder, we are in the middle of this section. On how to put together your message. And your message really comes down to three. Fundamental things or three questions. First is purpose. What is your unique gift? Next is people who do you want to help? And today we're going to tackle the third one. Passion. What problem will you solve? And you have a powerful message when you understand your purpose. In other words, how you can best help others. The people you're trying to help. And, The problem. You're trying to solve. And we're defining it as what are you passionate about solving for the next two to five years? You don't need to get wrapped up in. Whoa. What's that? Big passion that I have to pursue all of my life. We want you to, just to focus. What's the right. In front of you. And I think that's really important. So I'm going to kick things off actually on page 1 24, if you have a copy of the book, and I want to talk about this concept of passions change, but your purpose in doors. Or another way. I like to say it is passions change, but your purpose remains. So let's unpack this a little bit. So passion is an often misunderstood word. People mistakenly believe that they must find their one and only passion in life. But finding your passion should not equal pressure. If you find yourself frustrated or even paralyzed when it comes to choosing your calling. Then write the six words down. Passions change. But your purpose remains. You very well may have six to eight different passions over your lifetime. And guess what my friend that's. Okay. You are not a wandering child. You are not someone who lacks focus. You're not doomed to failure as a person who can't seem to stick with any one thing. Having the lots of passions is normal. And that's how it should be. At the same time we learned in the previous chapter. That you've been given a unique gift. Living out that gift is living out your purpose in life. Unlike passions. Which you can have lots of. You really have one purpose? So in other words, I can throw you into any career context and you're going to navigate towards your purpose. Or your unique gift, what you do best. It doesn't matter what your job description says, you can't help it. It's how you are wired. Most people will pursue many different passions over the lifetime. But their unique gift. Or how they best show up. To solve a specific problem. We'll always look much the same. A better question to ask yourself. Then what I want to do with my life is which problem am I most passionate about solving right now? Doesn't that question feel a little bit better. Not as much pressure. So when it comes down to knowing your passion, what we're going to talk about in today's episode is there's two fundamental steps. Number one. Identify a core human need that you want to address with your Label. Now, if you remember go back label, we talked about that in the last episode. Go back and listen to that one. Egoic label though is really just what your audience refers to themselves. So if you help golfers that's egoic label, if you help authors, that's an egoic label. By having an Label, you know who you're talking to. So number one, identify a core human need, which we're going to go over in just a second. That you want to address? With the, your Glick label and number two. Narrowed in and choose a specific problem to solve. All right. So starting on page 1 26. I talk about the six core human needs. And here's the truth. Your business may address more than one need. But it needs to at least address one of these needs. Now these core needs. Our big picture. They're very broad, very large. And there's a lot of specific problems inside of a big core need. And this'll make sense as we have more examples in just a second. But I just wanted to give these to you so you can begin thinking about. Which of these core needs. Core human needs. Do you want to build your business around? So the first one's identity. We all want to live lives that matter. We want to feel like we have something valuable to contribute to the world. We want to have a voice. We want to matter to other people. We want to be loved and cared for. We want to be told that we have a special gift and that's needed in the world. And helping others stand firm and their identity can be some of the most rewarding work. You can pursue. So will your business help others in shaping a powerful identity? Some top of the mind problems. Just to give you some examples would be like a lack of confidence, an unbalanced life. Lacking a sense of purpose. Those relate to the core identity. Or the core need of identity. Number two health. We want to live with energy and vitality. We want to have an active lifestyle well into our old age. We want the good report from the doctor we want to eat. And feel good. Are you able to help others with their need to achieve better health? So some obvious. Signs of lack of health, like people need help with in the health category. Is going to be like lack of energy, poor health report being overweight, chronic headaches. You can see there's lots of have specific problems you could help people with under health. Then there's number three wealth. Most of us desire, some level of wealth. We may not all describe it the same way, but the category of wealth includes things like stability, security, abundance, prosperity, net worth. And fortune. So does your business want to help others create wealth in some way? Maybe you can assist them in earning money in a way that allows them more freedom to spend with their family, or maybe you can help others build more wealth in order to contribute in areas that are under resourced. There's a lots of different areas, but typical problems. But some people may experience in the wealth category would be things like personal debt. Lack of retirement planning career advancement. Chaotic personal finances and so on. All right. Relationships. It's another core need. Do we really need other people in order to live and survive in this life? The short answer is yes. I actually gave a story about a show called castaways that they did a social experiment. Spreading people out by themselves and seeing how far they, how long they could survive without seeking out other people. And their social experiment came back to say, yet people need people to survive. That was the outcome of it. And so relationships is another fundamental core human need. We all have. So does your business speak to the relational challenges that others face? Some typical problems in this category would be things like. Inability to perform well at work. Emotional instability, conflict and drama, and even some financial issues as a result. Okay, then spirituality is another one. Now many people are searching for deep answers to life beyond their physical needs. The proof is found that. Actually this isn't a, you see this in a number of different religions around the world. And what you could do is through your writing, your speaking, your coaching, you can lead others into a deeper, more meaningful life. Some examples here of problems that people are trying to solve. Would be fillings of being disconnected. Having a lack of purpose in feeling weighed down by guilt and despair. And then finally there's wisdom. Now this one covers a lot, but helping people to uncover where they're wasting time or learning, how to be more productive, how to make better decisions. That is in the area of wisdom. And some obvious. Signs here are feeling overwhelmed, inability to push forward on important goals. The practice of maybe over promising and under delivering. Lack of making good decisions, all of those fit under the wisdom category. So there is a diagram on page 1 29 that shows you these six. And again, your business may address more than one that's okay. But it needs to address at least one of these. And we're going to get more specific than these, but these help you to decide, I can look at this and see, oh this is how I'm helping people. So for me, For example with my online business insider program, which is my high level group coaching program to help people build a message-based business. I'm specifically helping people in the areas of wealth. And wisdom, helping them make the right decisions. Helping them improve their life. And probably little bit of identity where they're leaning into their purpose. And feel fulfilled in their work. All right. So those are the three that I focus in on. So hope that helps now that we know that. Now, once you select one of those. Let's now choose a specific problem. To solve. And I talk about this on page one 30 and 1 31. But we're going to flip over to page 1 31 and let's try to come up with a real practical example. All right. So at the top of page 1 31, this is how the page starts. People often don't know the cause. Of their problems, but they know there's symptoms. This is important. So what we're trying to do is figure out what are the symptoms that they're having so that we can. Build a message around that. And they, it resonates with them because they understand. The symptoms are facing. So when you're not feeling well and you go to The doctor doesn't start by asking. Or I should say this, that the doctor actually starts asking about your symptoms. Do you have a runny nose? Does your ear hurt? Or you tell them I have a sore throat. I'm having constant headaches. Here's the point? The point is. That our communication becomes stronger when we describe the symptoms that our audience is facing. All right. So here's a great example. I think this'll help. So let's say a therapist identifying the problems they help solve. Should not say this. I help people feel better by using cognitive behavioral therapy. Here's why that they're talking about the solution. They're not talking about the symptoms. Instead, they should be talking about a specific problem or symptom. So a better way to frame the statement would be I help people overcome feelings of depression. Now does this statement feel more relatable? Absolutely. So to be an effective communicator, you need to speak to the symptom. Or this specific problem your audience is facing. So using this example. Let's look at a way a therapist might niche down to their message. All right. So number one. I help people improve their core identity. They're helping with identity. Someone who's suffering from depression, anxiety, things like that. It at the very broad sense. It may be a little bit of identity. They have some they need help disentangling their thoughts around feeling like a bad person or not thinking that they're good enough things like that. All right. So that's the core need. Number two. I help people to feel better by using cognitive behavioral therapy. That is the solution. For the court to help them get the core need that they want. But that those two things mean nothing to your audience. So the people you're trying to help. What makes all the difference is when we go one level deeper. That's step three. I help people to overcome feelings of depression. That's specific problem. Do you see how powerful that last statement is? Picture the response someone might say after you say I help people feel better by using cognitive behavioral therapy. Their response is either going to be they're completely confused. They have no idea they're scratching their head or, oh, that's nice. I have no idea what you're talking about. But when you tell that same person, I help people overcome feelings of depression in 30 days or last. It feels different. Doesn't it? Because you described the symptom, which is more relatable. And it's attached to a specific problem. That your audience is facing. All right. So I know we got a educational there. But really think about this and if it's still not clicking, I encourage you to go back and re-listen to this episode. All right. So let me say congratulations, because if you've been doing the work, you've now walked through our entire ignite your message framework. You've made three core. Decisions in defining your business. Purpose. What is your unique gift? Hopefully you've got that. To word superpower. Number two people who do you want to help? You've identified that I go look label. And then passion. What problem will you solve? Now on page 1 33, there's an exercise at the end of this chapter. And this is important because it's going to summarize the last three chapters, I think for podcast episodes. And we're going to summarize all of the work we've done with the exercises. By putting it all in one sentence, one. Memorable sentence for you. So let's look at this exercise. Now you get to place the final piece in our puzzle. Our passion. If you've done the previous exercises on our roadmap. And go ahead and fill in the blanks for purpose and passion. Now, here is the wording I help. Put in the people or go out label. Two. What is the passion or the problem that you solve? Bye. What is your purpose? So I think this would be helpful by me using my own example. I help. Online entrepreneurs. To rise above the noise and get their messages heard. By being a resourceful teacher. So audience, I want to help. I've got a specific audience online entrepreneurs. What's the problem. I'm helping them solve, helping them rise above the noise and get their message heard. And how am I doing that by being a resourceful teacher? Do you see how powerful that is when you can define it for yourself? One sentence. That clearly defines your message. It becomes incredibly powerful. It is rocket fuel to help you. With all of the marketing that we're going to learn. Putting the website together, deciding if you're going to put your message out there via blogs, podcasts, YouTube videos. Books courses, coaching. It's all a lot of work, and no one said it's easy, but I promise you it's worth it. But it starts by putting in a little bit of rocket fuel, knowing your purpose, your people in your passion. All right. So that is the end of chapter nine. I hope you're enjoying this. Let me know if you are, you can always shoot me an email, jonathan@marketyourmessage.com. And let me know that you're enjoying this podcast series. As we go through our own book club. And if you don't have a copy of the book, make sure you go grab a copy at your message matters. book.com. And also take a moment and like share review. Our podcast and our show. And let us know what you think. And until next time, never forget your message matters.