“The problem must become big, bright, and clear if you want people to get excited by the solution.” -Daniel Priestly, Oversubscribed
People don’t spend money to fix something that isn’t bothering them.
So if you want people to spend money with you, it’s a good idea to remind them of why they might want to.
|If you sell…||The problem you solve may be…|
|Custom window treatments||Figuring out what window treatments you need is complicated and frustrating and it’s easy to mess it up|
|Delicious non-dairy ice cream||Most non-dairy ice cream tastes terrible and is full of chemicals|
|Energy healing||People feel drained and anxious a lot of the time|
|Estate planning||Poorly planned estates can leave a huge mess for your loved ones|
|Messaging services||It’s hard to describe what you do in a way that magnetizes clients|
And so on.
Many business owners aren’t used to talking or thinking this way.
But I promise: People will be more interested in your solution if you talk about the problem before you talk about what you do.
So: What’s the problem or pain point that most of your customers face before coming to you?
What do they struggle with, wish, need, or feel?
PS – A good way to think about answering this question is to start with the phrase… “You know how….?”
“You know how most non-dairy ice cream is all icy and bland?”
“You know how even smart, capable people have a hard time describing what they do?”
This post was originally sent as an email to the Magic Words of the Week newsletter list. Every week, I share reflections on a word, quote, or phrase I think will help you thrive in your life’s work.