Most customers do not begin by searching for the formal name of a service. They begin with a problem they want solved.
They may be worried, uncomfortable, losing time, losing money or simply frustrated that something is not working. They search for an answer because they want to move from their current situation to a better one.
That is why marketing built around a list of services often falls flat. The business is describing what it sells while the customer is trying to determine, “Can you help me with what is happening right now?”
Good marketing creates recognition: “That is my problem. This business understands it. This solution makes sense. I know what to do next.”
Start with the customer's problem.
Describe the problem in the words the customer is likely to use—not in internal terminology or industry language. The goal is not to make the problem sound dramatic. The goal is to make the customer feel understood.
A clear problem statement might address what the customer is experiencing, why it is frustrating and what may happen if nothing changes.
Then connect the problem to a clear solution.
Once the customer recognizes the problem, explain how your service addresses it. Avoid vague claims such as “high quality,” “full service” or “the best.” Those phrases do not show how the customer's situation will improve.
Be specific about what you will do, how it helps and what the customer can expect.
Problem
Name what the customer is experiencing.
Solution
Explain how your service addresses it.
Result
Show what becomes better afterward.
Action
Tell the customer exactly what to do next.
Explain the result—not only the work.
Customers care about the service, but they care even more about what the service changes for them. Your marketing should connect the work you perform to the practical or emotional result the customer wants.
- Less stress, confusion or uncertainty
- More time, comfort or convenience
- A problem corrected before it becomes worse
- A clearer path toward a personal or business goal
- Confidence that they chose the right provider
Always include a call to action.
Even an excellent message can fail when the customer does not know what to do next. Every important marketing message should end with one clear next step.
The call to action should match where the customer is in the decision process. It could invite them to call, schedule, request information, get an estimate, check availability, begin an assessment or see what they can improve now.
Avoid presenting too many competing choices. The easier the next step is to understand, the more likely the customer is to take it.
Compare the difference.
WEAKER MESSAGE
“We offer website optimization, local search support and digital marketing services.”
STRONGER MESSAGE
“If customers are searching but not finding or choosing your business, we identify what is getting in the way and show you what you can improve now.”
The first version names services. The second names the problem, introduces a solution, suggests a meaningful result and naturally leads to an action.
Use this test on every marketing message.
- Does the customer immediately recognize the problem?
- Is the solution explained in clear, everyday language?
- Is the result meaningful to the customer?
- Is there one obvious action to take next?
If one of those pieces is missing, the message may be informative—but it is less likely to move the customer forward.
ONE BRILLIANT • NEED TO KNOW