Selling Solutions Instead of Yourself—What One Question Are Your Prospective Customers Asking?

I heard a radio commercial for a bank the other day that made me cringe.

Throughout the ad, they continually repeated their simple tagline: “We’re the best.”

​While there’s nothing necessarily wrong with making that claim, the problem I had with the ad was that it did nothing to convince me to stash my cash at their institution.
 
The problem? 

They didn’t address the consumer’s fundamental question that should be at the heart of every ad— “what’s in it for me?”

Far too many organizations start their ads off on the wrong foot.

“We’ve been in business for 100 years” or “We’re number one in our industry” might be impressive, but they don’t offer potential customers a benefit.
 
Think about where you shop for groceries. Then ask yourself why you shop there? Is it because they’re the top grocery store chain in the country? Probably not.

It’s more likely that you shop where you do because their prices are better, or they have more selection, or they carry your favorite brands. It might even be because you can pop in in pajama pants and not feel like anyone is judging you.

Whatever your reason, there are benefits that they offer that provide you with a solution.
 
Your approach to your own company’s advertising should always begin with you thinking about things from your prospective customer’s viewpoint.

Ask yourself, “What are their pain points?”

Then list how your products or services provide solutions.
 
It’s a simple exercise, but it’s a proven fact—benefit driven copy produces results.
 
Need help developing a superior approach to your marketing and advertising? Contact me and let’s put together a benefit-driven strategy that works for you.
 
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