How to Become a Lighthouse for Your Perfect Clients

The lighthouse analogy

Let us use a lighthouse analogy to expound on this further.

Imagine you are captain of a ship and you are in the middle of the ocean at night in windy weather, trying to steer your way home safely.

In the distance, you finally see a lighthouse. What is the first emotion you would feel?

A sigh of relief, isn’t it?


A lighthouse is found near a shore and its main function is to give direction to sailors to get them to a safe harbour. It has to be where there is a harbour and where the ships that are using it as a guide can navigate the deep waters and narrow channels and dock safely.


What is your lesson from this?

You are a lighthouse and you are meant to give direction to others, to get them to a safe harbour.

To a certain group of people - not everyone - you will be the relief-giving agent they have been waiting for.


You create the lighthouse effect with the words and phrases you use in your communication.

The place to start is looking at how you answer this question: What do you do?

This is the most common and natural question when you meet someone for the first time.

Most people stumble and fumble the answer to this question.

How can you tell if you have been stumbling and fumbling?


Suppose you introduce yourself or tell someone or a group or a meeting what you do and the response you get is ‘OK’ or ‘that’s nice’ – please know you are in deep trouble!

Not only are you in deep trouble but you are most likely leaving money that could have been yours, on the table!

To avoid all these, use this formula that I teach my entrepreneur students.


As easy as XYZ

Here is a simple formula for saying what you do:

I help X to get Y so that Z


I help X to eliminate/stop/end Y so that Z


X – Target group, ‘tribe’, Niche

Y - What they want most OR issue, challenge, and burning problem they want to get rid of

Z - Benefit, outcome


This is what I say:

I teach top achievers, entrepreneurs and service professionals how start and grow profitable ventures so that they can make more money and improve their lifestyles.


Action point

Come up with a few statements of your own and try them out.

Pick the one that works best and one that closely approximates to what you do.

Write it on a card and practice until it flows easily and naturally.

Keep in mind, you don’t have to memorize it word for word, you just need to remember to talk about X, Y and Z.


Memory Hook

If you can add a memory hooks – that would be fantastic. It is the icing in the cake.

The people you meet will now be able to refer you easily because of using this XYZ formula + memory hook.

Master this and you will see your business grow and your income increase.


James Karundu is a speaker and author of 7 keys for Success Beyond  Chance, Go For It and Stepping Stones for Top Achievers.

He the founder and CEO of PassionBiz Academy and teaches startups and service based entrepreneurs how to start or grow a high income business from your passion, brilliance and expertise.

PassionBiz academy offers a number of mentoring classes and workshops for startups and service providers including : Market With Confidence, Harness Your Brilliance and Write Your Book Now.

For information + FREE CD/DVD or  a FREE one to one consultation or to subscribe to our FREE e –Newsletter or  FREE monthly talks and business training, send an email to : This email address is being protected from spambots. You need JavaScript enabled to view it. with subject line ‘I want to Succeed’

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