The world has problems.  

Your business, product or service is not able to solve the worlds problems – but you can save a certain kind of problem.  Your ideal customer has very narrow and specific problems that you can, at least partially, solve.  Sometimes those problems are intrinsic to themselves and sometimes they broader, more industry wide problems.  Either way you can help.  

I have watched too many sales professionals try to sell themselves or their product on price or personality.  You’ll get some business but not the kind of business you want to get.  But when you become a real problem solver, you start attracting the kind of business that you really enjoy rather than business that’s always seeking the lowest cost.  

Figure out what your perfect customers, primary issues are and then create a system that helps them solve those issues.  At least provide a way for them to avoid the common issues that they would expect to have wen working with you or someone else who does what you do.  

Seems easy, but it will take some real thought.