by Jody Gabourie
http://www.JodyGabourieMarketingCoach.com
©
2008
Simply put, your solution is the flip-side of your
target/niche group's problem. Your products and services are the solution to your
potential and current clients' problem or need.
Another
way to look at it is that the solution is what you are actually selling - what
you are offering in your marketing, your website, your sales literature, and so
on.
People don't buy things - they buy solutions to problems.
You should have a clear idea of what your target group's main problems are and
now you can identify exactly what solution your business offers them.
What
are your benefits?
Benefits are what the client experiences
as a result of the solution your services and products provide and usually tie
in to the emotional payoffs your solution gives. For example, as an image consultant,
your solution is that people will project a professional image via their clothes,
accessories and grooming. The benefits of this to your clients are that they feel
confident and attractive, they feel in control of their image and they feel good
about themselves.
Why do you have to figure this out?
Your
marketing must always answer the question of "What's in it for me?"
for your prospects and customers. Remember that the purpose of your marketing
communications is to make people take notice and get in contact with you. The
fastest way to do this is by showing you understand what they need (their problem)
and that you have the answer (solution) for them.
When you
know the exact solution and benefits your business offers, you can clearly communicate
and demonstrate the value of your service and products, and what people stand
to gain by doing business with you.
What happens if you
don't figure this out?
If you don't take the time to pinpoint
exactly what your solution is and the benefits that your solution offers, then
your marketing isn't going to accomplish what you want. You're not going to be
able to attract, and keep attracting, clients and customers to your business.
If
your marketing message shows you understand what the person's problem is but then
doesn't tell them that you have the solution, they're not going to contact you.
Why would they? They're looking for the solution, not just recognition that they
have a problem.
Show your prospects and clients that you
understand them by offering the right solutions and benefits - and watch your
marketing efforts pay off!
About the Author:
Jody Gabourie, The
Small Business Marketing Coach, teaches simple, innovative and powerful marketing
strategies to help business owners find and keep their most profitable clients.
To learn more about how she can help you take your business to the next level,
and to sign up for her FREE special report, ezine and articles, visit her site
at http://www.JodyGabourieMarketingCoach.com
