Envisioning Success

Offer Your Customers Solutions to THEIR problems

Posted by Chris Shockley under Marketing

When you are sitting down to write an article, a brochure or making changes to your website it’s not always easy to write something that is compelling or effective.

We know our business and it’s easy to just write about the features of our service and products because surely that is all customers need to know. After all, I know that my products and services are the best and are worth every penny.

There are a couple of very important things to remember

1. Your customers care about themselves
2. There is something that your customer wants or needs

If you simply give a nice list of features, your customer is being well educated. Intellectually, they know more about your industry, the product(s), and your services, but no decision will be forthcoming.

We do not make decisions based upon intellect. Whether we like it or not, people make decision based upon emotion. That is not to say that every decision is some “emotionally” driven mistake that means we ignore logic and facts, etc. Not at all. In fact, often times, the more facts one knows (the more educated about something) the more their emotions can influence them about it. This is why car makers have brochures for you to take home. You get to combine your knowledge of the product with your emotional desire for it. In the end, you are more convinced than ever.

Focus Your Message

So, back to that marketing material you are writing. Think in terms of a couple of things. We read previously that we are all in the business of marketing which still holds true, but I want you to consider a new idea about your approach.

You sell a service or a product, but in the end each one of us is a provider of solutions.

Our customer has a problem, some of which are obvious, others they need to be educated about. But it is these problems that we solve or satisfy. Keep in mind that “problem” does not imply something is wrong, it is simply the “something” that a person wants or needs. E.g., my problem might be that I want something fun to do. The answer is my Suzuki GSX650f motorcycle.

So, when you are writing/creating your marketing content, consider the problems that your customers (people) face, figure out how you (your products and services) solve them. List these solutions in the form of benefits and you’ll be speaking directly to your customers.

Think of a compelling line to grab their attention that speaks directly to the problem. Then explain how you solve the problem.