Lantern Marketing is now part of Guide MKTG.  🎉  Read about the acquisition here.

Your customer’s 3 problems

We’ve talked about how your ideal customer has an —something they physically don’t have or can’t do.

And an — emotions like frustration, fear, and overwhelm.

But here’s the kicker: they’re also facing a philosophical problem — how they shouldn’t have to deal with this situation at all. How your customer’s situation “just plan wrong.”

Your marketing should address all 3 problems — external, internal and philosophical.

Wanna know where most organizations swing and miss with these problems?

They successfully locate a problem in each of these buckets, but they aren’t aligned.

Much like an alignment for your car, the most effective marketing creates a seamless connection between each.

Here’s a bad and good example using a dog food company:


  • External Problem: I don’t have dog food.
  • Internal Problem: I’m frustrated because my dog won’t listen to me.
  • Philosophical Problem: Pet parents ought to have a trained dog who obeys before they eat.


  • External Problem: I don’t have dog food.
  • Internal Problem: I feel like a bad dog parent because they’re hungry or just eating table scraps.
  • Philosophical Problem: Pet parents should always have access to food that keeps their dog healthy and happy.

See the difference? One brings the same issue through each problem set, and the other introduces multiple problems.

It’s ok to address more than one problem in your business, but don’t try to tackle them all at once.

Struggling to stick with a clear message that hits all 3 problem types? about building a company message that guides and simplifies all your marketing efforts.


Recent Articles

Everything You Need to Know about Google Ads

Are you a small business owner looking to take your advertising to the next level? Running Google Ads can help you get in front of your target market. However, figuring out how to run your first ad is a little daunting. This Google Ads tutorial for newbies explains...

How to Write Great Ads for Your Small Business: 6 Essential Steps

Paid ads can be a great way to boost sales. Unfortunately, they can also obliterate your marketing budget before you get the results you need. Follow these 6 essential steps to write great ads for your small business that bring in new customers and more sales. Step 1:...

Digital Ads Done Right: Navigating the Maze of Paid Advertising

Are you caught in the labyrinth of digital advertising, unsure whether your ad dollars are being spent wisely? You're not alone. Digital advertising is a complex world and a common way for businesses to spend (and often “waste”) money. Managed well, digital...

Would you like free marketing tips to help you grow your business?

You May Also Like…

Frustrated with Marketing?

Strategic marketing takes more that an inactive social account, set-it-and-forget-it Google ads, and messy messaging. Sign up for our weekly marketing tips to take your marketing to the next level.


Sign me up!