2020 brought many changes to our world.
Business owners and leadership have worked to evolve their ideas, products, and services at historic speed.
The evolution of the vision of a company is multifaceted. But, there will be major problems with your new marketing if you don’t address the new problems.
Clearly define your audience’s problem.
Your product or service may have changed for one of two reasons. One reason might be that restrictions in supplies or rules have forced you to think outside of the box. The other reason would be that your audience no longer viewed your offering as a priority.
In either situation, if you’ve decided to offer something new, you must define what problem you’re solving for your evolved or new audience.
This is key to marketing your new vision because identifying the problem provides language that resonates with your audience. The images you choose for product or service promotion, the captions you post on social media, and even the channel by which you market are all rooted in your audience’s problem
Knowing your target market’s problem means you know your product’s benefits.
By clearly identifying your audience’s new or evolved problem you are equipped to understand what benefits your new product or service offer.
The benefits are where you drive home how your audience is now is a better place because of your product or service. You solved the problem!
These are the intangible feelings that your audience may use to sing your praises. The key is to teach them the melody.
Marketing your new vision means using images and copy that speak to how much greater life is now that your audience has engaged with your brand.
The problem strengthens your relationship with your audience.
Knowing what’s really bothering your customers makes them feel valued. As is the case in any relationship, feeling “seen” can truly bring people together.
Every brand should strive to be authentic in its offerings and interaction. As you market your new vision, remember to speak to your audience transparently about their problems. Now is the time to connect on deeper more meaningful levels.
Your customer’s problem is the entire reason you’re in business. You exist to solve their problem. Don’t get so caught up in the money chase that you neglect to fully flesh out the problem, your solution, and all the many benefits you bring to the world.
