Seth Godin suggests that we can attract new prospects simply by rewording our statement of the problem and providing a new statement of solution. I began to consider how I would apply that to my own business.
People don’t buy unless they recognize their need
If I don’t know that I have a problem, I certainly won’t seek out a solution. For instance, a proffered telecourse described some of the characteristics of an introvert, a label I had never applied to myself. However, words like “loner” and “needs big personal space” resonated with me. Those descriptive phrases helped me recognize myself as a potential participant in the course and the solution the course offered helped me realize that the course could help me learn to modify those tendencies. How can you restate the need or want you meet so people will recognize themselves?
Your headline must indicate who you serve and tell what problem you solve
As a consumer, I have to be able to recognize myself in the headline. I personally am not going to read more if the headline speaks to young people who want to learn to salsa because I’m not young and the salsa is not of interest to me. But I will read more if a specific need is met, like a product that helps me see the need for a strong opt in offer and how to craft one or understanding why I should write my landing page first Why did you create this product or service in the first place? What was the need or desire that you saw that you meet? How can you reword it so people know it is meant for them?
What’s in it for me?
The most common error we make in our content is to talk about ourselves – our process in developing a product, the reason we created it. The hard fact is that people don’t care about us; they don’t care how we created it or how many pages or classes it contains. They care about what’s in it for them. Tell them what’s in it for them in your headline and in your landing page content. Talk about the recognizable results they will achieve.
A new statement of their problem
Write down what you see as the problem you will solve or the needs you will meet in as many ways as you can imagine. Approach it from the emotional comfort it will produce, the physical results to be gained, and the personal growth it fosters. Brainstorm 10 or 12 statements of the problem. Then choose the statements that have the most emotional appeal to include in your content. People identify through their emotions.
I prefer to state problems in the positive but the negative approach does work. For instance rather than a headline that says, “Do your knees hurt when you go down stairs?” I’d rather hear, “Think how great it will be to take long walks with your dog again.” Tell me what results I will achieve. If I learn to format my book for an ereader will I be more attracted to your offer if you show me how easy it is to format for an ereader or that that process can make me more money? That’s two different reasons for wanting to engage. Know the needs and desires of your target community. If I buy your product, what is it going to do for my business? What’s in it for me?
A new statement of the solution
Now write 10 to 12 new statements of the solution. Is the solution to invest in a new software program or is it to learn a few simple, repeatable steps for creating compelling content? the solution an easy way to craft an ebook or does it offer ideas on how to hire a ghostwriter? What results can I expect if I purchase your product or service? What solution to my problem do you offer?
The product promise
For every product or service I write a product promise. “At the end of this… (book, course, video, coaching series) you will… (what?).” Before I even begin creating my product, I have to know what results I want my participant to achieve. What is the compelling need or burning desire that I am answering? The product promise for this article is that “at the end of this article you will understand the need to express the problem you solve with your product or service in a way that emotionally connects with your prospect so that you can improve your results when you look for new ways to express the statement of solution.”
Rethink your landing page.
Look at your landing page from the viewpoint of the first time visitor. Will they recognize themselves as the exact type of person this site addresses? Is the problem that you solve one that they have? Is the need that you fulfill a need they have? Is the solution doable? Do the results seem achievable? Get empathetic. Put yourself in their place. How would you feel? Would you be drawn to the person who offers this solution?
How can you more effectively state the problem you solve and the solution you offer?
© 2012 Cara Lumen