Lead With Your Prospect’s Problem

Here are two of the most important reasons to start your marketing message by addressing your prospect’s problem:

That’s where your prospect’s mind is most of the time.

And, few of your competitors are doing it.   

Most of us focus on pain. Our problems, issues, challenges, predicaments, worries, – all the stuff that isn’t right. 

Since problems are where your prospects have their attention focused, effective marketing simply becomes an exercise in demonstrating you understand their problem and likely have the solution.

This approach allows you to create instant rapport.

A careful study of the problems your prospects have paves the way for crafting clear message. Why do they need you? What’s frustrating them? What are they struggling with? What’s missing for them? What don’t they have that they want to have? What keeps them awake at night? What is causing them grief and pain?

This is how to get their attention.

Often marketers fail to distinguish a problem from an aspiration.

An aspiration is what your prospect wants.  

A problem is what they have now and are tolerating. It’s more emotional. And it’s more present in their lives. Because it’s top of mind, it’s easier to relate to and it communicates more powerfully.

Here is an example of both:

Aspiration: “We work with successful business owners who want higher profits.

Problem: “We work with successful business owners who have plateaued and haven’t been able to grow to their business to the next level of success.” 

See the difference? The aspiration message almost invites a “so what?” response. The problem message is something the prospect can relate to.

Many business owners struggle with the concept of opening their marketing message with a problem first, before a solution or outcome is presented. They feel talking about the problem is negative.

But is it?

What this approach communicates is “I work with these kinds of people who have this kind of pain.”

What this does is clearly identify the kind of clients you work with. It helps your prospects know they have come to the right place. After all, if they don’t have some problem, pain or predicament, why do they need you in the first place?

If you talk about the solution first – which is what many marketers do – then, the prospect has to think.

You: “I work with these kinds of people who want this solution or outcome.”

Your Prospect:  “How do I even know I want that outcome? That’s out there somewhere. I’m not sure I need that right now.”

But when we talk about the pain or problem, we’re not talking about us. We’re lasering in to what’s on your prospect’s mind – NOW. That’s much easier to relate to.

If you start by focusing on the situation and needs of the prospect, you’ll be giving your prospect’s what they want.