Solution Based Marketing
How to solve customers problemsSolving problems versus selling
Traditional advertising forces the recipient of an ad, direct mail piece, or telemarketer’s call to make an immediate choice about whether they need the product or service at the moment. This is a hard sell and embodies “bad” pressure from an unfamiliar source. This is why most advertising falls short. The marketers/advertisers are shouting, “buy, buy, buy!!!” without paying attention to what their customers and prospects need.
So what do you produce that's solution based instead?
Advertising guru David Olgilvy (1911-1999) said, “There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 percent more readers.” Information that’s relevant to readers
1. Solve day-to-day problems
2. Present solutions about on the job issues
3. Deliver content that addresses their work life or issues that effect their personal lives.
4. Keep readers informed about industry trends.
5. Deliver business critical information that saves time.
A solution based article can effectively convey this kind of value. It shows the customer that the client understands their needs.
What kind of marketing collateral is solution based?
- How-to tips/techniques
- Case studies that make business or consumer lives easier
- Interviews with experts or real people in the trenches experiencing problems your client’s products solve.
In a nutshell a solution based article demonstrates value to your client’s readers (prospect/customer). It does this by:
1. Building Trust – Becoming the prospects’ trusted information source on business and or a consumer problem.
2. Showing Stability - Delivering accurate and timely information that is vital to the success of the readers’ business.
3. Capturing Prospects – Appealing to the prospects interests. This deepens the relationship with potential customers and makes it easier for them to buy the clients products or services.
4. Closing the Sale –By appealing to prospects/customers concerns and presenting a solution it’s easy for sales people to close the deal, because they know the prospects’ hot buttons prior to making a sales call.
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