Here’s the leap that most expert entrepreneurs miss when they start to market their services: the pain that someone feels is the effect, not the cause. It is merely the manifestation of the real problem that someone has in their life or business. Until they understand what their real problem is, they’re unlikely to look for a solution. Where that pain is on the spectrum is important here. If it’s a dull ache, it hasn’t got to the point where it’s so painful that we take action to fix it. As humans, we generally like to ignore things until it’s too late. At the other end of the spectrum, the pain is so acute that we lose the ability to make rational decisions, and we start making bad ones. As an expert, you need to ensure that you help people in your market before they get to this stage.