As you get your company up and running, you need to create a marketing plan. During this process you have to determine what problem your product or service solves. Some people say “What’s the pain (problem), and what’s the gain (solution)? Once you answer these questions, you will start to understand the best way to market your business.
Here are a few examples:
Spanx – Smooth, lightweight undergarments that shape like a girdle.
Slip n’ Slide water slide – Warm weather fun, without having to leave home or spend a lot of money.
Skinny Cow ice cream sandwiches – Delicious frozen treats, without the high fat or calories.
These examples infer the problems and show the solutions that the products offer. This allows the company to identify their target market, and shape and direct their marketing strategy and advertising campaigns.
Additionally, when you know what problem your product/service solves, it takes some of the dread out of making sales calls. It helps you focus on the value of what you’re offering.
Think about a time when you came across something that made your life
easier or more enjoyable. You were happy and maybe even grateful. When you keep in mind that people will benefit from what you’re selling, and you approach people within your target market, you will actually be excited to talk to them.
So, as you move through the branding process, add this question to your list. It will do you and your customers some good.
