People don’t care about your brand. They care about their problem.
Let's face it: people are tired of being bombarded with ads, pitches, and promises every day. As much as we want to tell them all about our brand, there is a harsh reality. They don’t care.
Before we can engage a prospect, we have to come to grips with the fact that they don’t care about all our features and functionality. They don’t care about our customer service pledge. They don’t care about our industry awards. Sure, there will come a time when they will be receptive to hearing about all of this. But before we start yammering on about all of it, let’s accept the fact that they only really care about one thing: their problem.
This fundamental truth often gets lost in the chaos of pushing out marketing tactics.
Think differently about your brand.
Start thinking about your brand as a solution to a problem. Here is the game-changing insight: picture your brand as the bridge that connects a pain point to relief.
The problem itself is the emotional core that resonates with your audience. By understanding and addressing their challenges, you build a foundation of trust and relevance.
Imagine your brand doing that for those you hope to serve. Imagine how valuable they would consider you.
Putting it in customer journey terms
In customer journey terms, your brand is not the hero. Your prospect is the hero. And that’s okay because that means your brand gets to take on another awesome role. It gets to be the sage guide, the one who helps the hero (your prospect) to get to what they truly seek.
Stop selling. Start solving.
Here’s how to get started. Instead of focusing on the features and benefits of your brand, deep dive into your prospect’s world. Understand their pain points. Understand how to speak their language.
It's about empathy, not ego.
Now, rebrand the problem.
Instead of crafting a sales pitch centered around brand features, reimagine your message as a problem-solving narrative. Give the problem a voice. Make it tangible, relatable, and memorable.
For instance, instead of saying people have trouble sleeping, you could say people are battling sleeplessness.
This approach not only captures attention but also fosters a deeper emotional connection with your audience.
By shining a spotlight on your audience's challenges, you demonstrate empathy and understanding. They'll see you not as a salesperson but as a valuable advisor who understands their struggles. This builds trust and credibility, making you a reliable source of information and solutions. People are more likely to engage with a brand that genuinely cares about their well-being.
Consider creating content that delves into the intricacies of the problem. Offer valuable insights, tips, and resources. This establishes you as an authority on the subject matter, positioning your brand as the logical next step.
Once you've established a strong connection based on shared challenges, you can gracefully introduce your brand. It's no longer a hard sell but a natural progression of the conversation. Position your brand as the missing piece of the puzzle, the final step towards overcoming the problem.
Remember, the goal isn't to convince people to buy your brand. It's to convince them that your brand is the best solution to their problem. By focusing on their challenges, you create a compelling story that resonates with your audience and drives conversions.
Ultimately, the key to marketing success lies in shifting the paradigm. It's not about what you're selling. It's about the difference your brand makes in people's lives. By understanding and addressing their problems, you build a foundation of trust and loyalty that will serve your business well for years to come.