Your biz simply needs to answer 1 of these 3 issues
September 17th, 2013 by Agent Kevin Miller
I’m about to reveal secret knowledge that’s been shouted a million times, but apparently has remained a secret from a LOT of people trying to start a business.
Actually, if you already have a biz venture launched and you’re languishing, it’s very probably you have missed this information too.
OK, truth be told…I miss this a lot to. I know the truth but I get so wrapped up in what my product or service is…I lose sight.
If you can understand and embrace one of these three issues you’ll be leagues ahead of anyone starting, or in…business. It will help you frame your business offering, your brand and your marketing.
One last thing. Don’t take these headlines at face value. Maybe that’s why this info is so well voiced but so often not utilized. It’s so easy to read and go, “Oh yeah, I know what my product/service does.” ‘Knowing’ the answer and fully positioning your offering around it are two vastly different issues, and why this seems to remain a ‘secret.’
Here we go…the grand opportunity for your product or service is in fully positioning your business around how it:
- Fulfills a DESIRE
- Solves a PROBLEM
- Eliminates a FEAR
That’s the secret sauce right there.
Let’s look at some examples of each to help you clarify this for yourself and your future or current offering, shall we?
1. Fulfills a DESIRE
There’s arguably far more money in fulfilling DESIREs than anything else.
Apple – They are masters here. Click on their website and you’ll immediately see they are 100% DESIRE focused. The screens scroll through images stating the new iPhone 5c is “For the colorful” and the “Forward thinking”. They are selling an image for those who desire those things. Period. I admittedly have an iPhone over any other smartphone because I like the image as much as anything. I never contemplated getting anything else.
Really think about the reality here. A billion dollar company spending hundreds of millions on advertising. They could make claims on their patents, how their smartphone performs better or provides more than others, the warranty, price, quality of craftsmanship…so many things. And what do they choose? DESIRE.
Oakley – Biggest sunglasses dealer on the planet. What do they promote? Some guy hanging from a rope, looks like a Crossfit studio and a slogan, “This is no place for normal.” Nothing about the quality, design, durability… Yeah, I own three pairs of Oakley’s too.
Saddleback Leather – Their website leads with the tagline, “They’ll fight over it when you’re dead.” And killer pics. I want that image…and so do many others and they pay a premium for these bags. Saddleback grew like crazy during the ‘recession’. Go figure. DESIRE. I love my Saddleback backpack. That’s me with Saddleback owners Dave & Suzette Munson a few weeks ago. Great people.
Mountain Man Soap – my buddy and Free Agent Academy member Brett Traudt is part time in this business. He’s not a million dollar brand. Yet. Go to his site and see for yourself…killer branding. What guy doesn’t want this, “Shave with your ax. Bathe with our soap.” Brilliant. Sure, down below Brett speaks of the merits of his soap, but he leads with…DESIRE. I haven’t used any other soap for three years now.
Of course you need to share the details of your product or service and it’s core merits. You can’t do JUST image and DESIRE. But folks, we’re talking about the front door here. The initial attraction.
And there are many products and services where it’s nearly impossible to compete with the nuts and bolts. Oakley does NOT have the best technology, design or price. They’ve won out by having the best sale of DESIRE. Then their product holds enough water to be legit.
2. Solves a PROBLEM
Many businesses that primarily utilize solving a PROBLEM can be mistaken for fulfilling a DESIRE. But if you pay attention, they are speaking a solution to a PROBLEM.
Quickbooks – “Save time. Get organized.” They don’t even tell you WHAT the product is. The go right after solving the PROBLEM. I don’t use Quickbooks because no financial product can help me. I have the numerical skills of a grapefruit and love my CPA. But if I was in the market, they’d have me.
SheenClean – This is a company right here in Colorado Springs that hired me four years ago after the owner’s son joined Free Agent Academy. They did painting and window cleaning and needed a brand and some biz growth. Now you’ll see they lead with “Windows you can’t see. Walls you can’t miss.” I’ve had the windows at my house cleaned once. Guess who did them?!
Sensodyne – “A toothpaste that can actually repair sensitive teeth.” They’ve got me as a lifetime customer.
Chem-Dry – They lead with “A healthier home”. Then…they get into what their carpet cleaning product does and how.
3. Eliminates a Fear
These often deal with a worry…something that hasn’t happened yet, but might! Or it’s focused on the fear of what the problem will lead to.
American Family Insurance – They lead front and center with “Pursue your dreams. We’ll protect them.” A masterly combo of DESIRE and FEAR. They insure our four cars and two homes.
Angie’s List - leads with “Reviews you can trust” and then hits again with “I don’t make any decisions about who to hire without going to Angie’s List first.” I don’t use them but they’ve done a great job of addressing FEAR.
Goodyear – leads with a complete visual…a car going fast and turning in water. Addressing the FEAR of hydroplaning is their lead-dog.
Fit Yummy Mummy – My wife Teri follows Holly Rigsby and I interviewed her about her business on Free Agent Academy a few years back. She has a member’s site and has done a great job with her BRAND. Her website starts out with “How to get the SEXY back in “Sexy Mama”. But then she leads in with a personal note that reads, “Dear Mom, The first time I saw my son was the single happiest moment of my life. As we locked eyes for the first time, it was like the world had stopped spinning and my life-long dream of having a baby had finally come true. For a few magical hours I felt like nothing could go wrong…until the nurses helped me out of the bed and into the shower. In that moment, the magic left my body in a flash and I was overcome with a sudden burst of panic. ”Oh no! My body!” You see, over the past 9 months I’d sort of… “let myself go”.
She goes further into FEAR with this,
“Talk about a blow to my already fragile self-esteem. I practically snuck out of the office that day, half-holding back tears, half-angry at myself for all those years I had treated myself so poorly. I despised EVERY picture that was taken of me when I was pregnant, and by my 6th month I could no longer even recognize my own face. It was a nightmare!”
The rest of the letter goes into how she got her body back and is now back in a bikini.
Wonderful use of ‘Eliminating a fear’.
HOW HAS THIS BEEN MISSED?
Friends, the vast majority of folks who go forth with a business DO NOT LEAD BY ADDRESSING ONE OF THESE ISSUES.
Here is a classic and very, very, very common example of what most people do.
Mug-A-Bug – this is pest control company here in Colorado Springs that came up high in a search engine for ‘pest control’. Pests…what a great opportunity to ‘Solve a PROBLEM’ or ‘Eliminate a FEAR’, eh? This is honest to god how their website reads from the top:
Mug-A-Bug is currently in its 26th year of business - and is locally owned and operated. Customer Satisfaction Guaranteed! All of our products are EPA registered and approved. All applications will be performed within label guidelines to ensure maximum control as well as safety. All liquid applications are virtually odorless and will keep the environment friendly.
‘EPA registered’, yeah…I care about that. NO! I care about bugs infesting my home, eating away my foundation and crawling in and out of my nose while I sleep! Good lordy. ‘EPA registered’…that’s horrid.
For another example, I typed “list of dave ramsey certified coaches” into Google. The top three listings were actually Ramsey’s. But number four was…
Coach Melissa, LLC – She has a little tagline saying “Peace – Wisdom – Prosperity”, then the first sentence is “Melissa Cappleman is the Dave Ramsey Certified Debt-Free Coach of the Greater Los Angeles Area! From owning a $4,000,000 real estate portfolio to bankrupt at the tender age of 26, Dave Ramsey…”
She’s doing the classic telling of ‘what’ she is and does and then relies on the Ramsey brand to sell her. No call-out to a DESIRE, PROBLEM or FEAR. She may be incredible at what she does, but she’s losing business by not addressing the right issues.
The next listing showed…
RKL Financial – Leads again with the tragic use of the 3-word-tagline just like Melissa, “Accounting – Tax – Coaching”. Then a paragraph, “Thanks for visting [yeah, literally a typo in the first sentence] RKLFinancial.com. Our goal is to provide hope through our time tested old fashioned financial principles. Our principles work for businesses and with your personal finances. Thanks for checking us out and we hope that you enjoy the content on our continually growing website.”
Oh man, you’re giving me nothing. And the deal is, to be 4th and 5th in the search, these folks are probably spending some $$ on search engine optimization and more.
They, like so many…100% missed the info we’ve been talking about. Which again, I’d say I’m possibly the 5 millionth business and marketing person to talk about this, yet it seems to still be a secret to so many.
So folks, ask yourself what you, your product or service…do? What DESIRE do you fulfill, what PROBLEM do you solve or what FEAR do you eliminate?
This is the soul of your business. the rudder of your business. The heartbeat of your business. It’s not a mere tagline or slogan or fringe ruffle. It IS your business.
Let me say it as strongly as I can:
- NOBODY WANTS OR CARES ABOUT YOUR PRODUCT.
- NOBODY WANTS OR CARES ABOUT YOUR SERVICE.
All they care about is a result they want.
Sell the result and you’ll kick butt.
What result are you selling?
Hear the show where I expanded on this topic:
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