Articulate what your product or service is, and how it solves a challenge.
When to use
Define the biggest challenges that your product or service helps your customers overcome.
You need to articulate your product or service to customers by addressing how it can solve a challenge they are facing.
Ask your clients – or imagine asking your ideal client: “what are the biggest challenges you are facing right now?”
There are two types of challenges:
- The spoken challenge – surface answers you will get from customers, e.g. attract more clients, better customer service, better quality product.
- The unspoken challenge – under the surface, customers might not tell you directly. E.g. what are the customers fears? Fears of not being enough, failure, letting down family and coworkers.
It is important to keep these challenges and fears in mind in marketing to address how your product or service can help. Choose the top 3 challenges that your product or service can help solve to focus on for your marketing efforts.
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