Solving Problems

A powerful marketing plan features the problem that a
prospect is facing, and your solution. The reason to focus
on the problem is that prospects don't care about your
company, they care about their problems.

If you can solve their problems, prospects will care about
your company and want to buy what you are selling.

Levinson uses the example that people buy clean hair,
not shampoo. That means selling a benefit, he says. The
way to boost profits would be to reassure customers that
their shampoo cleans hair and solves the problem of
unmanageable hair - offering a benefit and a solution.

Of course, discovering the problems that your prospects
face involves research and a bit of digging. There are 3
ways that I recommend that you use to do this. One of
the ways is through networking:

Networking is not a time to toot your own trombone, but
to ask questions, listen attentively to the answers, and
keep your marketing radar attuned to the presence of
problems.

The second way is to notice patterns based upon the
conversations that you have with your customers. The third
is to interview prospects. Most people are willing to talk
about their obstacles and challenges, especially if asked
with an attitude of curiosity. You can offer to solve their
problems later.

Do not claim to solve too many problems,or your
credibility will be undermined and your focus will
become blurred. Pick one problem that you solve
especially well and present your solution.

One of the problems that I help clients with is finding
meaning and a sense of purpose, so that their outer
world is a better reflection of their inner world.
They may enjoy being accomplished, but no longer
feel good being accomplished.

I help people who are plagued by a vague malaise, who
no longer feel passionate about their work or their
business. I help them find renewed enthusiasm,
fulfillment and meaning.

(c) 2005 Guerrilla Marketing Golden Rules e-zine
www.dangerousentrepreneurs.com