How do you sell the problem you solve?

Not an easy question to get your head around.

Try this one:

What makes you look for a product or service?

If you give this one some thought you’ll realise it’s because you have a problem and you need help to solve it.

And yet, many small businesses take to market promoting ‘what’ they offer, rather than demonstrating ‘how’ they can help their target audience.

“What are your customers’ challenges?”

This is a key question I ask my clients (besides “why?” - I ask this a lot).

An interesting way of exploring this is through generating personas - a semi-fictional representation of your ideal buyer. Part of this work includes examining your customers’ challenges so you can determine how your service/product helps meet those challenges.

Once you’ve established your customers’ pain points, the best way to connect with them is to demonstrate how your product/service makes their life easier.

How do you demonstrate the value of your product/service?

You can create a conversation with your customers - engage with them by producing content they can connect with. Develop a roadmap of content that breaks down their challenges - demonstrate how you can help them. You then start to drive them from the attraction stage to conversion. (Can you design an email marketing journey to help channel their decision-making?)

When creating your content roadmap, include how your clients have overcome their challenges using the product/service you offer. Client advocacy is gold dust:

• consider multi-part blogposts to share their stories

• interview your clients and create bite-sized videos to connect with your audience

• schedule a webinar - promote and drive registrations using your content roadmap so you can showcase your clients and they can demonstrate first-hand how your product/service has improved their offering and met their challenges head on.

"Sell the problem you solve. Not the product you make." - Unknown

Let me know if you need any help in establishing your offering and how you can help your customers overcome their challenges.