Problem Solving
It is common for people to speak about their business as a solution. However, doing this will not gain the attention of the average human being. There are thousands of advertisements thrown at us each and every day. In order for something to truly stand out, it has to respond to our needs.
So what are our needs? Well, that’s for you to figure out. If you’re trying to catch somebody’s attention, you need to know who they are. If they don’t fit into your target market, then there is no need to try and sell to them. You’re not looking to provide solutions to people without problems. What you are trying to do, however, is either provide solutions to people with problems or trying to introduce problems to people so that they need a solution.
When computers first came out, do you think people were dissatisfied about their speed? No, most likely not. They were revolutionary and certainly not a let down to the consumer. However, when newer computers came out people found a need to replace their old ones. Why? Because there was a new problem introduced (speed) and a solution as well (faster computer).
Whatever you sell or do, it will be most effectively positioned in the marketplace when it responds to a need. If you are a photographer, don’t say “Great Wedding Photography.” Instead, focus on what matters to your customer. Some key notes for this industry may be “capture every smile”, “on-time photography”, or “on your special day, leave the worrying to us”. These will make people think of what could go wrong before realizing what you do right.
By creating an image in your client’s mind, you are burning your brand into their memory.
