Did you know that people don’t buy your product because it’s a great product?
They don’t buy your custom handmade skirts because of their beautiful stitching. They don’t buy your coffee because it tastes good. They don’t hire your lawn service because you cut their grass.
People buy your product because you solve their problem.
Think about your customers.
“She” buys your custom handmade skirt because it makes her feel beautiful on a long overdue date night after days of tirelessly chasing kids. It’s something that’s just “for her,” and makes her feel great about herself.
“She” buys your imported craft coffee because it makes her feel like she’s empowered to tackle her day of building her own business. She feels empowered to take on the world while supporting a small business instead of a chain store.
“He” hires your lawn service because he’s now freed to spend his weekends playing with his kids and savoring the years that are slipping away far too quickly.
People don’t buy your product. They buy things that solve the problems that they are wrestling with.
After you have taken the time to flesh out WHO your customer is (if you haven’t done so, walk through this process and identify your ideal customer), then it’s time to identify what “problems” your customer has.
But, I want you to take the process one step deeper.
There is a surface problem that each of your customers have. For example, if you own a cafe, your customers’ surface problem is, “They are hungry and need lunch.” True enough.
But here’s where you make your business stand apart. What’s a deeper/ internal problem that they are wrestling with? How does your company solve that problem?
For example: If you run an organic bakery, a surface problem may be: “Mom needs bread for the family dinner.” But a deeper problem would be: “Mom wants to feel GREAT about the food and ingredients that she feeds her kids.”
Mom guilt is a VERY real thing. Your organic bakery has solved this problem for moms by using the best, top-notch, organic ingredients. You have set Mom up to feel GREAT about herself and what she has fed her family.
Solving the deeper lever problem is what sets your business apart, and allows you to connect with your audience in a way that you haven’t before.
How does this affect your marketing and social media? It affects EVERYTHING.
Once you’ve identified your customers’ problems, use every opportunity to show how you’ve solved them.
You can accomplish this in 2 different ways.
#1: This affects the promotions that you DO or DO NOT do.
As you identify your customers’ problems, you now have a filter for what promotions apply to your audience and which do not.
Example: Let’s stick with the organic bakery example. Your customers are moms who want to feel great about the ingredients they feed their kids.
Good Promotion Idea: A short video of your whole grains coming directly from the farm.
Without even having to say it, you have communicated to your audience that you are using the best ingredients that they can feel great about.
Bad Promotion Idea: All of your baked goods are on super sale.
Price was not identified as your customers’ problem that needed solving. If price was their problem, they’d go buy some discount bread. You have not zeroed in on YOUR customers and what problem of THEIRS that you are solving.
#2: This affects the wording and tone of your posts.
You can have a great promotion idea, but your wording can make or break it.
Example: Sticking with the organic bakery example. Let’s say you’ve developed a special baked good for the Christmas season. You have great photos of the product to use in Christmas season promotions.
Good Wording and Tone of the Posts:
“Introducing a Christmas treat that you can feel great about!”
Bad Wording and Tone of the Posts:
“Here’s a Taste of Christmas at a great price!”
Remember what YOUR customers’ problems are and how you are solving them. Craft your wording and tone around that. Show them clearly that you have a great solution to their internal wrestling.
Once you identify your customers’ problems and how your business can provide a solution, you have set yourself up to connect with your people in a way that turns random customers into loyal fans.
And isn’t that what we’re all after?
I also suggest looking into the FREE 5-Minute Marketing Makeover by Donald Miller.