If You’ve Got a Problem, Yo I’ll Solve It (How to Connect With Your Audience By Talking About Their Problems)
What’s the big problem here?? No, no, not your problem, your clients’ problem. When it comes to positioning your services or products to your target market you need to have a solid understanding of what problems they have and how your business offers the solution.
Now, we know what you might be saying. Your business doesn’t exactly solve a problem. Sure, accountants, fitness coaches, virtual assistants, they solve problems: financial management, health management, and easing the burden of a heavy workload. But you, you just don’t see how your business fits the problem/solution thing.
We’re here to tell you that it does. No matter what your business, your target audience has a problem. It might be big, it might be small. It might be urgent, it might be trivial. But the fact is, there is still a problem, and that problem is called a pain point.
The thing about a pain point, is that when you start talking about it in context of your business, people start to listen.
“Oh, yeah, I *do* want to have pretty jewellery that is ethically sourced and the maker uses sustainable practices…because I care about our planet, hate fast fashion, and don’t support companies who outsource to other countries where they can underpay their workers.”
“Huh. I *do* feel like I’m not in the right job…but I have no idea what else I’d do.”
Once you start looking past ‘problems’ and start digging deeper into values, beliefs, and experiences, you can begin to better understand why your product or service is a ‘solution.’ How do you start to understand what would really resonate with your customers? Ask them.
Find Out What’s Bothering Them
The easiest way to find out what is troubling your target market is simply to ask them. This can be done in a variety of simple and straightforward ways, from sending a questionnaire to doing an Instagram Story poll to getting them on the phone and having a conversation. Wherever you find your audience to be most receptive and engaged is the best place to start. Be wary that you don’t overwhelm them with too many questions off the get-go and make it super simple for them to response. The more complicated you make it, the higher the chance your audience will lose interest and not give you the valuable information you are looking for.
What are you looking to ask? What their problems are, what their experience is like dealing with it, and WHY it is a problem for them. Remember, if you don’t think your target market has a ‘problem’ think in terms of values and beliefs.
After you have gathered a good set of data, reach back out and ask some of your respondents if they would be open to having a conversation with you where you can dig a little deeper into their pain point so you can understand better how your business can address their issues.
Tell Them That You ‘Get It’
Included in the responses you gather will be some golden nuggets. Don’t spend a ton of time summarizing and rewording what they say. Instead, look for some of the common and key phrases that are offered up and use their exact words in your messaging. You want your audience to feel like you ‘get it’ and that you understand what’s important to them and what they are going through. The main messaging that you use in your communications should be talking to their pain points and how your product or service can help make life better, easier, happier, or whatever it is that your product will do for them.
So... what’s the problem? Talk about it, understand it, and solve it.
Now we’re asking YOU what’s your big problem? Do we have what you need? If you’re feeling like you want to crush it in your biz but just can’t get it together, we’d love to help! Check out our Hustle + Flow Business Mentorship quarterly membership program. We’re currently enrolling Founding Members to help us test out our content and program flow. Founding Members will receive an exclusive discounted membership rate in exchange for providing us with valuable feedback. Learn more about our program here.