When you write marketing materials, your focus may first turn to benefits-driven sentences.
This focus is absolutely necessary, and I wouldn’t try and stop you from sharing such information with prospects. However, there’s one more detail that’s just as critical – problem solving.
I’ve heard lots of details in the past month, specifically through interviews with millionaires, about how the focus on lessening or ending problems heightens a prospect’s interest in what you sell, possibly even more than the other benefits you highlight.
Right now, I’m facing a small dilemma. My home’s kitchen sink is draining slowly, and I’ll visit a store later today to buy a product to end this problem. My focus is not on saving money or time; it’s squarely on finding a long-term solution.
I’ll review several products before making a choice and putting it to the test. The item I’ll choose is the one that:
As you create new or updated marketing copy for products and services, be sure to add a dose of problem-solving prose along with benefits.
