Why You Must Address Problems Before You Can Offer Solutions
People don’t want what you sell – they want what they believe they will get, achieve, relieve, dodge, or acquire based on buying what you sell.
So, your job as a marketer is to understand the problems people are trying to solve and match your solutions to those very specific problems.
What are your best customers saying to themselves when they get up in the morning?
I sell marketing consulting services, and I guarantee you that very few people who eventually engage our services wake and utter, “you know what I wish I had, some marketing consulting.”
A classic reminder that “People don’t buy drills, they buy the hole that the drill makes”.
If you don’t know that one, you should.