What’s your problem?

You’ve probably been advised on more that one occasion that the way to communicate your message is to put it in terms of your audiences’ problems.

But what does that really mean and why is it so important?

Often, when we come up with a business, product or service idea we are thinking about in terms of our own needs. What special talents do we have? How can we monetize that idea? What is our passion, our purpose?

At some point, you need to think about who will pay for your service and what will make them choose you.

But before you respond with: “Well, I do this…”, let’s consider the point of the question.

When we talk about problems in marketing strategy, the exercise is really about putting yourself in your target audience’s shoes. It challenges you to think in terms of how they might describe their problems, how they might talk about what they need.

Being able to express what your audience needs in a way they would describe them is at the heart of making work that matters.

The best way to do that is to imagine your business doesn’t exist.

What problems does your audience have now? And do they know they have a problem? Why is it important to them to solve the problem? What pain points might trigger them to act on that problem?