Since the dawn of time, businesses have been created to solve problems. Quick oil changes were designed to save you time in exchange for your money. Restaurants are designed to prepare and serve you food so you don’t have to make it yourself. Microwaves were designed to re-heat food quicker than waiting for the oven to pre-heat.
This article will take a deep dive into problem-solving and the issues you’re trying to solve. (The Creative is The Variable)
What Problem Are You Solving?
Really ask yourself this. What do I deliver to people? What do I provide to them in exchange for their hard-earned money? The answer to these questions is relatively simple. Businesses have always provided a few specific things:
1. Convenience
2. Service
3. Goods & Things
Which one of these does your business provide? If you’re a clothing store, you provide goods & things to customers. If you’re a mechanic, you provide a service that many people aren’t capable of doing themselves.
What Are You Telling People?
In our current economy you have more competition than ever before. Search “car dealer” on Google. How many results pop up? To combat this level of competition businesses choose to advertise.
But this is the biggest mistake that businesses make: They assume that price is the issue or problem that people have before purchasing their product or using their service.
Businesses spend a ton of money advertising based on the assumption that people are hung up on price.
How to “Stand Out” From The Noise
When businesses assume their customers only objection is price, they’re vulnerable. This is where you can jump on this major opportunity. Instead of assuming your customers are hung up on price try this instead:
1. Actually ask them what their objection is.
2. Create a story about the product/service you’re selling.
3. Listen to your repeat customers & create content around the reasons why they keep coming back.
4. Understand that your value isn’t mutually exclusive to your price.
#4 is the most important one. The sooner you realize that your value isn’t tied to the price you charge the sooner you’ll start reaching more customers.
Understand Human Behavior
People over-pay for things every single day. Are $130 Lululemon pants really THAT much better than $30 Levis? Why do people choose the more expensive product?
When businesses can re-work their marketing strategy to focus on human behavior something amazing happens. The flood-gates burst wide open. People will always over-spend, how do you gently push them toward your products/services?
The only assumption businesses should make is that everybody is different. We are more individualized than ever before. No two customers are the same. Ask them what their objections are and tell them a story based on that answer.