People are always going to have problems, so as a marketer or business owner, your job is to solve these problems for your ideal clients. This really is the key to business success.
Here’s the thing, problem-solving is easier said than done. You can’t take this lightly and can’t just go halfway with it because people will always look for better and faster ways to get what they’re looking for.
I’m not going to sit here today and tell you how to build your product, that’s your job, but I am going to give you helpful tips on how to market it.
Why people buy
It never gets easier to hear this, but at the end of the day, people don’t want or care about what you sell. All they care about are that their problems are solved, and your products or services are simply a means to an end.
Some of the most successful and satisfied entrepreneurs I know figured this out early on. They weren’t necessarily after all the fancy bells and whistles that could have come with their products and services at the beginning. Instead, they were obsessive in solving their customer’s problems. Once they figured out how to do that, they could add the “cool” factors.
Your customers don’t often know how to solve their problems, but they often know what those problems are, which is why they are searching for solutions like yours. Show them that you are the answer they are looking for and the experts equipped to make their pain points go away. As a marketer or business owner, that’s really all you need to do. Period.
How to discover problems
Do you have the answers to the following questions (this is a long list, but to truly be effective, you’ll want the answers to each and every one of them):
- Who are you selling to?
- What are their goals and dreams?
- How do they gather information to solve their problems?
- What are some things that are important to them?
- Do you know what the biggest unmet need is in your marketplace?
- What is the biggest pain point your customers experience?
- How hard have you worked to try to solve their problems in the past?
- Why is the problem so hard for them to solve?
- Who else is trying to solve the problem and how are they approaching it?
- What does success look like to them?
- What might hold them back from buying a product or service?
- How do they come to a purchase decision?
To truly get the answers to these questions, and understand them front to back, start your research by sitting down with current customers and simply ask them some of those questions directly.
Additionally, look at online forums and sites they visit and see what they’re talking about, and also take a look at your emails, look at your online reviews, and chat with your sales team to pinpoint common complaints or issues your customers are having. You’d be amazed at the amount of information that can come from those sources.
How to effortlessly include problem-solving in your marketing
Refocus your messaging
Your ideal customer should always be top of mind and it is imperative that your message is directed to them and resonates with them.
They want to see a message that revolves around solving their problems. It should be clear and concise so that they have little doubts as to how you can help them.
It’s not uncommon for businesses to focus on themselves, products, and services in their messaging. It’s important that you scan your content and refocus your message on your customers and the problems they want to be solved.
Create trigger phrases
This is a bit time consuming, but worth it. Break down the solutions you sell and the benefits of what you do. Map these back to what I like to call “trigger phrases.” These should be attention-grabbing statements or questions and should come from the point of view of your customer, not your own.
Develop an attention-grabbing headline
Take a second and write a bold statement that might be the first thing anyone who visits your website will see and test this headline with your ideal clients. Ask them to be honest and details in their feedback.
Online reviews can also provide valuable insight for writing these headlines. They can often write your promise for you.
Be educational and informative in your content
Be helpful with the content you create, even if it doesn’t directly discuss your products or services. Show that you are knowledgeable on the issues they are facing in a variety of formats. Content is essential to any business today so get started on writing blog posts, creating how-tos, recording videos, and so on. Through content, show them that you are experts in the field that will help to make their pain points go away. Providing actionable advice can go a long way.
Make your prospects’ and clients’ lives easier through content upgrades
As part of your lead generation efforts, provide valuable information through content upgrades that people can download by giving at the very least their email address. This allows you to nurture them with additional helpful information down the road, which will continue to remind them that you are there for them and have the answers they are looking for.
Be responsive to comments, emails, and social media
Remember, these channels should not be one-way streets, they should be conversation tools. By responding quickly and providing thorough answers on these platforms, you’re just giving them one more reason to trust you and see you as an authority in your field that has their backs.
Dive deeper than basic keywords
Keyword research is essential for speaking to and getting your audience’s attention, but to really have an impact, go further than the surface level keywords and focus on long-tail keywords to really get targeted and get to the root of their problems.
Personalize your lead generation efforts
While problem-solving in itself will help drive you towards success, to really make an impact in your market, you must be unique and creative in how you solve these problems because everyone in your industry is trying to address the same problems.
Are you focusing on problem-solving in your marketing efforts? Have you seen a change with this type of focus?
If you liked this post, check out our Guide to Building a Small Business Marketing Consulting Practice.