Follow our posts on marketing over at Instagram.
People don't buy shampoo. They buy clean hair.
This is selling a benefit.
Some shampoo makers have boosted their profits by reassuring customers that their shampoo cleans hair and solves the problem of unmanageable hair — thereby offering a benefit and solution.
Seems so simple.
Yet most ignore it.
- The world's most sophisticated marketing funnel.
- The best copywriting
- The funniest ad
- The smoothest sales pitch
- The best AI tool
All of these don't matter if we don't know the problem we're solving for.
Benefit vs features
As marketers, we're taught to sell benefits, not features.
I teach that as well. (See my slides below)
But customers don't care about benefits, if it doesn't concern them.
Take me.
I couldn't care less if a Chanel lipstick will turn my lips as red as a beetroot. But you bet I'll care if a MacBook takes only three seconds to boot.
Develop a radar to discover problems your prospects face. Offer solutions to problems they don't even realize they have.
Some ways I've found to do this:
- Talk to people at conferences/events
- Call up customers & past-customers
- Talk to podcast guests
- Conducting surveys
- Run polls on social media
- Go where they talk (Facebook groups, chat groups, forums, events...)
- A/B test your marketing
You probably can't solve all your prospect's problems. But you surely can fix a specific problem they have.
📺 New Show: The Marketing Room
Last week, I started something I wanted to do for a long time – streaming our process doing marketing.
The first stream, I set up Google Analytics 4 and Tag Manager for a client. Watch the stream here.
We'll be streaming every Thursday, 10 PM. This week I'll show you how we look for speakers to Underdog B2B Con.
