Talk about how you can solve a problem.
That is what every marketing person will tell you but…
(A). What if your audience doesn’t know they have a problem?
Educate them. Tell them they may not realize it but they are probably dealing with problem x and it’s costing them (why they should care).
(B). What if the problem you solve is so small it makes for a really boring story?
Doesn’t matter. You can make solutions to small problems interesting. One way to do that is to link the small problem to a bigger problem… or something important that your audience wants.
(C). What if your audience doesn’t care about the problem?
Make them care. Show them how you can help them get something they want by solving the problem. Or help them realize you can help them avoid something negative.
(D). What if your solution to the problem is exactly the same as your competitors?
Easy. Know your audience (more than your competitors) and tell the best story. Plain and simple. The company that does this will win.
Note: before you even consider hiring a marketing consultant, agency, etc. make sure they understand these very basic principles. Too many marketing “experts” think of strategic messaging as an afterthought (when it should be the very first thing you do).
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