“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.

For example:

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
Antacids	Heartburn
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?

Onwards,

Rachel

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.