Your ideal client has a problem. He needs a solution. You have that solution—and it’s a solution unlike any other.
Show your ideal client that solution, and you’re off. Not too difficult.
What if that ideal client doesn’t know he has a problem? What if he has no need for your solution right now—or he doesn’t think he has a need?
It’s your job, as a marketer for your brand, to call out that problem…to change the way your ideal client is looking at his situation so that he understand that YES, he does have a problem, and the solution (your solution) will improve his life.
Wondering how you can accomplish that?
Call out the Problem, Sell the Solution
Before we get too far into this subject, please be clear: I am not suggesting that you CREATE a problem. I’m simply suggesting that you predict that a pothole will someday become sinkhole, or show people how getting rid of something they consider only to be a small nuisance can improve their lives in a bigger way than they thought possible.
Here’s how the branding experts at How to Build a Brand suggest accomplishing this:
- Work to change perceptions about your brand and the solutions it offers by highlighting a situation that no one [yet] considers to be a problem. If your brand is offering new or unconventional solutions, consumers’ first reaction may be “no one needs that.” However, if you open their eyes to a problem in disguise, viewpoints will begin to change. Maybe a cashier doesn’t complain about her aching feet because she believes standing all day is the culprit—and she can’t change that. However, if she knew the culprits were her shoes, she might begin to view her ailment as a problem that can be remedied and open her mind to a solution.
- If you’ve done your research into the life, work, habits, preferences and dislikes of your ideal client, then you’ve learnt some things about him—some things that may surprise you, that would probably surprise his peers and that may even surprise him. Every new thing you learn about him comes with potential associative problems. For instance, John may be spending a lot of money on hair restorative treatments, and he may not expect you to know that he’s really all wrapped up in growing hair because he feels a lack of self-confidence, and that he believes a full head of hair will make his dating efforts more successful. In your marketing communications and one-on-one interactions, touch on this unexpected area. He will begin to wonder how you know…and will then begin to believe that if you know about these things, you must understand him, his motivations and his needs. He will then be receptive to talk about how this area of his life can be improved. And then for your solution…
- It is common for people to list their problems based on what society tells them are problems, instead of simply listing the things that make them uncomfortable. Provoke thought with personalised communications, so that the ideal client begins to think about himself as an individual, with unique problems and preferences. Maybe John is forever complimented and envied by his friends because he’s thin—not a bit of fat on him. While they struggle to lose weight, he eats and eats and eats. John doesn’t think he has a problem because his friends tell him he’s lucky, but deep down, he would love to bulk up and look healthier. What if John was turned onto the notion that he’s right, and that his metabolic rate may not be as healthful as he’s been led to believe? Would he see his problem (and available solutions) in a different light? Would he feel more comfortable seeking help for something only HE believes is a problem?
In short, the old model of finding people who are already complaining about a given problem and offering them a solution isn’t always going to work. Often, you must find people who don’t realise they have a problem, or who don’t think they’re bothered by the problem, and [gently] rub some salt on that wound: to make it hurt a little more, to make your solution look more enticing. And when they finally sign on, to cause them to tell their friends, “I didn’t realise how miserable I was without this.”
Looking for more ways to make your brand more visible to all the right people? Then you’re ready for the B.R.A.N.D. Building Bootcamp, a full day of branding fun and wisdom, designed for business owners who want to make their brand more profitable. Learn more and enrol here.