The other day, I overdid my workout a liiiiittle bit (this quickly became apparent the next morning when I tried to sit down 🚽 but my legs didn’t want to cooperate). It was pretty evident that I needed some pain meds in order to get through my day.
Problem: quadriceps pain
Solution: pain meds
The only reason your customer is calling you or visiting your website is because they have a problem.
Something is causing them discomfort or standing in the way of them getting or doing what they want.
In your messaging and marketing, you need to clearly identify their problem and explain how your product or service will solve it. Offer the medicine that solves their pain.
Don’t overthink this. External problems are often very straightforward:
🚧 Landscape Customer Problem
- Their yard needs to be maintained every season.
🚧 Tax Strategist Customer Problem
- The tax code is too complicated to understand.
🚧 Asphalt Customer Problem
- Their asphalt is dull and cracked.
🚧 Disability Client Problem
- The number of resources available to a person with disabilities is overwhelming.
You’d be surprised how many companies aren’t including their customer’s problem in their marketing. Instead, they’re talking about product features. They’re showcasing the awards they’ve won. They’re telling their 150-year-old origin story.
There’s a time and place for those facts, but don’t lead with them. Instead, clearly position your product or service as the solution to the problem they’re facing. The problem you solve may need to be part of the header of your website. It for sure needs to be included in your answer to the question “What do you do?”
- Step 1: Write down the external problem your customer has.
- Step 2: Write down how you solve that problem.
- Step 3: Check your primary marketing tools. Are you talking about how you solve this problem?