MASTERMIND BUSINESS PLAN | TRANSCRIPT

Your Solution
STATEMENT
Let me take you back for a second. Have you ever felt passionate about your calling, but
struggled to explain it without rambling or losing people’s attention? Guilty. No. You are not
alone.

Most of us have so much heart. But when it comes time to speak clearly about who we serve
and how we help, we freeze. Or worse, we become confused. That’s why Tony and Dean
created the solution statement framework. In just a few clear sentences, you could explain
exactly who you serve, what problem you solve, how you solve it, and the powerful result your
clients can expect.

That’s what a solution statement is all about. Today, my goal is to teach you how to create a
solution statement so strong that it eliminates confusion and it draws the right people to you.
And it removes that resistance before they ever even say yes. Let’s get at it. Alright.

Let’s get into this solution statement thing. Let’s get to work here. The solution statement is
made up of primarily four questions. We call them the four magic questions. What are they?

Who do you serve? What problems specifically do you solve? How do you solve it? And
compelling outcome. We say, what’s the compelling outcome of working with you?

I wanna get a little bit deeper into each of these. One, I wanna start with who do you serve?
Your ideal client really is made up, again, of four elements to get started. You’ll definitely get
deeper, but these these four are most important to get started. One is age range.

When we say age range, we’re looking at about a decade, so about ten years. And you can
do twenties, thirties, forties, fifties, things of that nature. Usually, the only time that you expand
that date that age range is when you have a small niche. A small niche would be doctors that
specialize in one particular thing. That’s a small niche, so you may need to expand your age.

That’s one thing to think about. Most of you will have a, body of people that’s more than
enough that you can prospect from, so you don’t need to expand it further than a decade.
Because remember, if you’re looking at women in their forties, that’s 40 40 nine. That’s a lot of
women in whatever country that you’re in. Marital status.

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MASTERMIND BUSINESS PLAN YOUR SOLUTION STATEMENT | TRANSCRIPT

We talk about marital status, you also wanna break that down into a little bit deeper to get a a
better picture of who you’re speaking to. Are they married, single, divorced, or widowed. This
is why it’s important. As you go through and you’re creating this solution statement, it really
is about marketing, who you’re speaking to, who you’re helping with a problem. That was
question number two.

Remember? And if I don’t know who this individual is and what their experience is, I I can’t, as
Dean says, go in or enter into the conversation that’s going on in the mind of our prospects. So
is that individual married, single, divorced, or widowed? Let’s talk about parental status. How
many children do they have?

And also too, what are the ages? Let me tell you why this is important. Let’s say we’re helping
women in their forties. Right? Women in their forties that are mothers.

A mother in her forties that has two young children, preteen age, thinks differently about just
about everything as it relates to a mother that has eight kids or a mother that only has one
child, her first child. Same age range, she’s a mother, but she’s has her her her first child. She
thinks differently. So, as you’re going through and you’re you’re trying to support her with your
problems or your solution, you wanna know exactly what’s going on in her mind, and that
information is super important. Third question is, how do you solve the problem?

How do you solve the problem? You wanna think about, and this is very simple, how you want
to deliver your solution. That could be a workshop, mastermind. It could be coaching, you
know, one to one coaching or group coaching or a hybrid of both. You could do workshops
that are, you know, weekend workshops, and that’s your whole business.

Right? So understanding how you solve the problem, you have to answer that for your client so
you can get their solution statement solid. Right. Last question is this. What is the compelling
outcome of working with you?

And I want you to think about it this way. What does an individual really want and the problem
as it relates to the problem? How do they wanna solve it? Why do they want it? And then what
is the outcome that they really desire?

What is the pain that they’re trying to get away from? Or what is the pleasure that they’re trying
to get to? The thing that they want. It’s very important that you know what that is. And an easy
way to get at the answer here is if you know who the prospect is.

I know it’s a mom in her 40. She has a baby that’s a preteen, just one child, and she’s married.
I can really kinda get a real good idea of what’s going on in her life. Now one other thing to do,
and I call this the avatar position, the avatar position. Avatar, again, is your ideal client, ICA, what
do we call it?

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MASTERMIND BUSINESS PLAN YOUR SOLUTION STATEMENT | TRANSCRIPT

Target, bullseye. All of those terms mean the same thing. Avatar is your ideal client. Right? And
here’s something that you wanna think about as it relates to the position of in their journey,
where they are.

Where they are. Where is your avatar? Let’s and I look at it like this. Are they at the beginning,
the middle, or at the end? The beginning, the middle, or at the end?

Beginning. Let’s break that down a little bit. They are not aware of what the problem is. They
know they have something going on, but they don’t know what the problem is. They don’t
know how to access a solution for the problem.

That’s an individual that’s at the beginning of their issue. Right? Most of you will deal with this
particular avatar. Right? Let’s move on to the middle.

Middle would be someone that actually has identified what’s wrong. They understand what’s
wrong, but they’ve been trying different things, but they don’t have the answer for what
actually works for them. That’s the individual that’s in the middle. This will be the least amount
of avatars that that come out of just in my experience, the least amount of our students deal
with this particular avatar. And let’s talk about the last one, which is the end The end, position.

Right? As it relates to their journey. That individual that’s at the end knows exactly what’s
wrong. They actually have a solution that works for them. It’s dialed in.

They know that it works for them. And now they’re trying to figure out how to make it a regular
part of their life. Right? I know let me give you an example here. I know that if I exercise with,
just the you know, there’s some a great chair exercise, you know, for men 50.

If I just do chair exercises, I know that I’ll keep my heart rate to where it’s supposed to be, and
and I can lose weight and also to build muscle and and continue to be active. Right? That I’m at
the end. Now I have to figure out how do I do that every day or how do I do it enough that I can
really be effective with this particular solution. So that’s the person that’s at the end.

That’s the second most second most, individuals that you’ll have. Once you have the answers,
this is the thing is it’s really this is where it gets sexy. Once you have those four answers and all
of that information, now you put it all together, and you use this framework. I am a blank who
helps blank to do blank with or without. I am a blank who helps blank to blank with or without.

Let’s talk about that with or without. With can simply be your solution. I help them to do this
thing, solve this problem with my Randall Hurd framework. That’s it. And you have the ending
of your solution statement or you’ve you’ve answered that.

And the without would be what you’re keeping them or you’re allowing them to avoid, the pain

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MASTERMIND BUSINESS PLAN YOUR SOLUTION STATEMENT | TRANSCRIPT

that you’re allowing them to avoid. I help men 50 that are dads to lose weight and be and and
create a regular exercise routine without hurting themselves, without medication, without all it
could be anything in that nature, what you’re helping them to avoid. That’s the with or without.
A lot of folks kinda hung up on that, so I wanted to share that with you. Once those things are
done, you have your filter and it’s built out there.

This is how you can use a couple questions to really see if your solution statement is clear. You
ask the you ask yourself the question. Is the solution statement clear? Is it easy to understand?
And is it memorable?

Ask yourself that. And I would even ask family and friends, you know, hey. When I tell you
you share your solution statement with them. See if that is something that’s clear, easy to
understand, and memorable. Right?

You wanna make certain that you’re thinking about writing this solution statement in a frame
that a an 11 year old will understand. Just that simple and clear. Right? The other thing is at after
you read it or after you hear the statement, does any part of it make you wonder, what does
that mean? And the way that you answer that is simply, what does it mean when you say it?

What does it mean when you say it? That’s how you look at that filter to help you understand if
you’re on the right track. Let me give you guys some examples and then we’re gonna wrap it up.
There’s a few examples here. One, I help women in their forties who have experienced a hurtful
marriage and feel sad and lost after their divorce to rediscover happiness and confidence
without having to pretend to be someone they’re not.

It’s a little bit wordy. Right? Let me clarify it a little bit here. I help women in their forties who
have experienced the a hurtful marriage and feel sad and lost after their divorce to rediscover,
here’s your compelling, to rediscover happiness and confidence without having to pretend to
be someone they’re not. Little bit of refinement there.

Let’s do another one. I help people with money problems understand budgeting and spending
better so they don’t have to worry so much and can feel more in control. A little bit vague there.
Right? Let’s get some clarity.

I am a financial coach who helps single moms take control of their money with a simple
budgeting system. There’s your solution. There’s your width. So they can feel secure and build
a future they’re proud of. Do one more.

I help tech employees who don’t feel satisfied at work find a new job that’s a better fit for them
so they can be happier with their careers and not stressed anymore. Here’s the, refining. I’m a
career coach who helps mid level tech professionals, very specific. You see that? Find fulfilling
roles with personalized job strategies.

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MASTERMIND BUSINESS PLAN YOUR SOLUTION STATEMENT | TRANSCRIPT

There’s your solution. Right? So they can grow, compelling outcome, so they can grow their
careers without burning out. That’s it. So you guys, that’s the whole process.

Do yourself a favor. Just go through the process. Answer those four questions. You have all the
framework and formatting right there for you. Right?

And go ahead and join us. Feel free to join us inside of the community for additional sessions to
get more, clarity and get more support. Also, two, understand that your statement will change.
And when it changes or the way that it changes, it it gets refined because you have taken
advantage of going out into public and sharing your good things with your ideal client. They’ll
help you refine it.

Alright, you guys. Go out there and make some things magical. Bye.

NOTE
This transcript was generated automatically and may not be 100% accurate.
Please refer to the original video if you have any questions.

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