One of the hardest parts of being an expert at what you do?

You can see your ideal client’s real problem before they do.

And that can feel...frustrating. Even a little weird.

Because when you really understand your craft—when you’ve spent years helping people, refining your expertise, and seeing the patterns—something happens:

• You start to recognize the actual reasons people stay stuck.

• You know exactly what they really need to fix it.

• And yet…they don’t see it.

Instead, they focus on the surface-level symptoms of their deeper issue.

Not because they’re avoiding the truth, but because they genuinely don’t understand the deeper source of the problem.

So, when you create content, craft marketing, and design offers about solving that deeper issue, your ideal customers don’t engage and don’t buy.

And here’s where the internal struggle kicks in:

• “If I know their bigger issue, why wouldn’t I tell them upfront?”

• “Am I being manipulative by speaking to a problem I know isn’t the real one?”

• “Am I supposed to just ignore the real problem and play into their misconceptions?”

I get it. I’ve struggled with this exact thing in my own business.

Because it feels like if we’re not immediately selling them what they actually need, we’re somehow being deceptive.

But let’s reframe this.

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It’s Not Deception. It’s Meeting Them Where They Are.

Think about it like this:

Imagine a doctor sees a patient who’s constantly exhausted, getting headaches, and struggling to focus.

The doctor knows that the real issue is chronic dehydration.

But if the patient walks in and says, “I think I need migraine medication,” what would happen if the doctor immediately shut that down?

• “Nope. That’s not the real issue. You need to drink more water.”

The patient might resist. Get defensive. Not trust the advice. Maybe even leave and go find another doctor who will prescribe them something.

Instead, a great doctor would say:

• “I understand why you think that. Let’s take a closer look.”

• “Let’s get to the root cause so you don’t have to deal with these symptoms anymore.”

• “I have a solution that will make those migraines disappear for good.”

Same advice. Same solution. Different entry point.

And that’s what we have to do in our businesses, too.

The Hard Truth About Selling Transformation

If you’re in the business of transformation—whether it’s business coaching, health coaching, marketing consulting, leadership development, or any form of service—you will always know your audience’s real problem before they do.

But if you try to sell them the deep, foundational work before they’re ready to hear it?

They won’t listen. They won’t buy. They’ll keep looking for a quick fix.

Not because they don’t need your help.

But because they don’t understand yet why they need it.

And it is not your job to force them to see it.

Your job is to open the door so they can take the first step toward a better solution.

Let’s Make This Practical

If this feels uncomfortable for you, here’s how to shift your mindset:

Instead of resisting their surface-level pain point, use it as the hook.

• If they think their problem is lead generation, start there.

• If they think they just need to build a better website, start there.

• If they think they just need to “eat less and exercise more,” start there.

Instead of feeling like you’re lying, see yourself as a guide.

• Your audience doesn’t need a lecture on why they’re wrong. They need someone who can walk them toward a better understanding.

Instead of trying to “educate” them into seeing the bigger problem, show them through experience.

• Once they’re inside your program or working with you, that’s when they’ll feel the deeper transformation happening.

You don’t have to trick anyone.

You don’t have to change what you do.

You just have to adjust how you invite them in.

And when you do?

You’ll stop feeling like you have to convince people to buy from you.

They’ll already be bought in.

What’s your biggest struggle with this shift? Hit reply and let me know.

In love and growth,
Kasey

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