Your marketing message needs to be directed toward your targeted market. To be effective, it must get their attention by asking problem-oriented questions that open the way for you to provide your solution. This makes your message both memorable and useful to your audience.
When it comes to your marketing message, are your customer’s eyes glazing over? Your message may be focused on the solution rather than the problem. What is the difference?
- Solution-oriented marketing focuses on the processes that your business employs.
Example: XYZ Company paints walls and lays carpet. This is solution-oriented. Anyone who doesn’t need a wall painted or carpet put down may have no interest in the services being provided.
- Problem-oriented marketing focuses on a specific problem first, drawing the audience in. For example, these questions focus on a problem:
ABC Company is a renovation company that asks their customers…Do you hate the color of your walls? Is your carpet ready to be replaced?
The first step in problem-oriented marketing is to determine what problem or problems your customers are dealing with.
The best way to find out what problems people are having is to ask questions.
ABC Company, above, deals with the same type of solution that XYZ Company does, but instead of simply providing the solution, they target their audience by asking questions.
Your marketing message should do more than inform your audience. It needs to engage their interest and provide them with a way to make a change in their lives.
By focusing on a problem, you open the way to providing your solution. Your audience is presented with a process that will solve their problem only after you get their attention by asking a problem-oriented question.
Your marketing message will target a portion of your audience, the better your targeting, the better your results will be.
Hungry? Tired? Sunflower Inn has a daily buffet and rooms at $29 per night.
The message above targets three specific portions of your audience: those that are hungry, those that are tired and those that are both hungry and tired.
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