The Psychology of Problem Centered Marketing For most businesses word of mouth is still the best advertising money can't buy. But it can be nurtured.
Your marketing materials may highlight the benefits, features and solutions your business or organization offers and still miss the proverbial boat. Why?
People naturally talk about their problems and the solutions they find. That's word of mouth advertising.
Determining your marketing target is the most difficult and most rewarding thing that a business or organization can do. The million-dollar question is, "Who will buy your products and/or services?" Figure that out and your business will soar.
This is particularly difficult for new businesses who don't have sufficient sales history to examine for answers. But if the truth be told, many businesses and organizations simply do not have sufficient data about their existing customers to make a definitive definition, either.
So how will you determine who will be interested in your products and/or services?
Answer: Quit trying to push your customers into a sale. Pull them in with a correct diagnosis of their problem. Put your finger on the sore spot. Don't avoid the problem. Talk about it. Invoke suspense and intrigue. Don't bore people with your solutions. Bring up their problem and the people with the problem you bring up will give you their undivided attention.
Elements Problem—People spend money to solve problems. People ignore features, benefits and solutions that don't relate to their problems. Help make this essential connection by describing the problem you solve.
Solution—People are not interested in your solutions or the benefits or features of your products or services. Rather, they simply want to solve their problems.
Target Audience—Take your attention off yourself, your company, your organization, your products and your services. And present your ideal customer's perspective.
Questions—People naturally have questions. Don't think of them as objections. People just want to know about this or that, or how it works or applies, etc. So, answer their questions for them. Don't make them ask.
Case Study—People go where people have gone before. Present a simple case study of someone who has had a problem like the one you described, and how they solved it with your products and/or services.
Risk Reversal—People crave safety. Make doing business with you safe by providing a guarantee of some kind.
USP Your Unique Selling Proposition—Why should anyone buy from you, rather than from someone else? If you don't tell them, they won't know.
To learn more about this author, visit Phillip Ross's Website.
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Phillip Ross
(Visit Phillip's Website)
Phil's professional education and life
experience have provided him with an
extensive understanding of people and
organizations.
With more than twenty-five years of
ministry leadership, Phil has both an
understanding of and experience with the
unique circumstances involved in ministry
and non-profit organizations. He has
particular understanding of and commitment
to historic Reformed Christianity. He has
extensive teaching, public speaking,
seminar and board leadership experience.
Academic degrees in Philosophy and
Theology provide a broad based perspective
that understands logic, emotion, and
values, and the significant roles each
play in every organization. As a graduate
of the Dale Carnegie Sales Training
Institute (1966), Phil also has extensive
knowledge of sales.
Self-trained in graphic design and web
design, Phil has enjoyed many years
working in the art and science of design.
As a published author of five books and
many articles, Phil understands the
subtleties of language, grammar, editing,
and the art of turning a phrase.
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