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Help Them Problem Solve

Written by: Jay Conrad Levinson

Article Overview: As you already know, people do not buy shampoo; they buy clean, great-looking hair. That means selling a benefit. A way that some shampoos have achieved profits is by reassuring people that the shampoo cleans hair, then stressing that it solves the problem of unmanageable hair -- a benefit and a solution to a problem.

Help Them Problem Solve

As you already know, people do not buy shampoo; they buy clean, great-looking hair. That means selling a benefit. A way that some shampoos have achieved profits is by reassuring people that the shampoo cleans hair, then stressing that it solves the problem of unmanageable hair -- a benefit and a solution to a problem.

Right now, products and services that are enjoying success are those that help people quit smoking, lose weight, earn more money, improve health, grow hair, eliminate wrinkles, and save time. These are problem-solving products and services.

You can be sure that some of these can also be positioned as offerings that accentuate a positive, but savvy company presidents saw to it that their offerings were positioned as things that could eliminate a negative. Your biggest job is to be sure your products and services do the same.

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Article Tags: benefit, company presidents, health, job, money, offerings, profits, shampoo, shampoos, unmanageable hair, wrinkles



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