Marketing Strategy Must Deliver Messages That Offer Solutions
So you created your list of prospect pains. Hopefully you have six or seven strong pains. While these pains are going to help your prospects connect with your company and feel emotionally interested in knowing more, if you can’t solve these pains…they aren’t interested.
Our next task is to match pains with specific solutions offered by your company. This is where marketing gets harder.
To make sure we are all on the same page. Solutions are not your products or your services. After all, your competitors offer similar products and services. The solutions should be the unique aspects of your business, what makes you special, how you stand out, and what makes you remarkable?
Here is an example. If I owned an accounting company, my clients’ pain would be, “how do I keep as much of my earnings as possible without getting audited by the IRS?”
An interesting solution to that would be, “A Risk Profile – Red, Yellow or Green.”
This firm has a 21 question, personalized Risk Profile that matches your tolerances for risk. Some clients might want to push the guidelines a bit, others might not. This firm discusses that up front, regularly checks to make sure the Risk Profile is still accurate and then handles tax issues accordingly. Sound interesting? I haven’t heard anything like this from the multiple accounting firms we have used over the years.
And that is exactly how it works. I see the pain. I connect with the pain. Then I see the solution. If it is interesting I continue to investigate.
Even if I don’t end up working with this firm, this remarkable solution stays with me. Even to the point that I might actually tell another business owner about this firm, because they had this remarkable aspect of their business that was easy for me to remember and easy for me to relay to someone else.
Action Item – This exercise will NOT be easy. Take each of your identified pains and create three solutions that match those pains directly. Try to make those solutions as remarkable as possible. Push yourself and your business. Think outside the box. Don’t be limited by current operations, budgets, competitors or past practices. Create what your clients and prospects need. Create something that no one else has ever done. If it feels uncomfortable to you, you are on the right track. There are no limitations.
Tomorrow we will talk about how to evaluate these remarkables and pick the best of the best.
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