Solution Marketing

I like it when people come to meetings with a solution orientation. By this I mean, an attitude that whatever challenge arises we can consider ways to solve it. It’s much better to hear a proposed solution than someone complaining all the time. While we want to be truthful and practical about where we are and where we are going, we don’t have to dwell on a negative perspective.

Isn’t it better to ask questions and generate ideas from the realm of possibility? Things are the way they are for a reason, and they can always improve. The goal is for things to be good, right? No one wants to be around a Debbie Downer. Sometimes they say change is created by making people really upset about the status quo so that they have no choice but to make a change. Is that really necessary, though, to make people angry? Couldn’t we just inspire people around improving things in a certain compelling way?

Marketing professionals often tell entrepreneurs that we need to identify a problem to solve at the beginning of our sales page in order to make any sales. Sometimes I feel they encourage us to raise our potential client/customer’s awareness of how aweful things are. And in comes our offer as the solution! This may sell, but what does it do to our audience? It depends on how we do it.

For example, if we want to raise money for needy children, to talk about how hungry they are and how it’s so urgent funds go their way… does this really motivate donations as much as seeing beamy smiles of well-fed educated thriving children at a celebratory community event marking their accomplishments? Or, if we want to sell cleaning products, instead of asking if our potential customers are sick of the gunk they always see… wouldn’t it be better to show someone dancing to the music while cleaning amidst a lemon-fresh smell while the windows sparkle?

When ads start with a problem, I find myself sinking. And often times, even if I desire the end-result of a product or service, I feel resistance to listening to the whole ad in the first place. I don’t necessarily identify with their problem case, nor do I want to spend time thinking about it.

In all truth, there are a small set of ads that do hit the problem on the nail and motivate me to buy. They make me feel understood, as I realize why the current status quo is no longer what I want. There’s something better. They put into words something I haven’t necessarily ever expressed. And their solution is most definitely compelling and attractive. Other times, they ask questions to which the high performing positive person’s response is… umm… no… that’s not me… I think I’ll look for someone else selling the same thing who doesn’t assume my life is aweful without their solution!

For personal brand businesses, I like it when the seller describes their own story of where they were and how far they have come. Sharing their own story doesn’t necessarily assume anything about the person listening. It simply breeds empathy, trust, and connection. Storytelling from a place of authenticity is one of the most compelling ways to move people. Stories can certainly be healing and helpful, both for the storyteller and for the listener.

So in the end? Creating marketing copy is a huge responsibility. It has an impact on the masses. How do you want the masses to feel when they experience your ad?