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Every customer has a problem they are looking to solve as a consumer. Sometimes it’s glaringly obvious, other times the problem needs to be pulled out of them because it’s not easy to see. Whichever it is, it will be easier to market to a prospective customer if you know the problem you are trying to solve. The problem can also be labeled a “pain point.” By knowing the problem/pain point you can solve it with your product or service and what it does for the customer. That’s your value proposition. Solving the customer’s problem gives your brand a fighting chance so that you put yourself in position to be purchased. If you don’t solve the customer problem, why would they even consider you for their purchase? Hmm… this is business 101.

An example of a problem – solution is: High school soccer players wear-out their cleats each season. Thus, buying a new pair each summer before school starts is inevitable. The problem is: The soccer player needs cleats before summer and pre-season captain’s practices begin because last years older, worn-out cleats won’t hold up through another rigorous season. The solution: Adidas starts advertising heavily around the end of the school year promoting their soccer cleats and accessories. Why? Because they know almost every high school soccer player will purchase a pair of new cleats between May and August. This is a great example of knowing the customer’s problem / pain point and giving them a solution when they need it most.

Are You Really Solving Their Problem Or Creating Confusion?

Let’s say you are trying to solve the customer problem, however in doing so you created some customer confusion. This can happen, and it’s easier to do than you might think. In order to prevent this marketing blunder from happening, be very clear in your advertising and marketing message.

Don’t over stimulate the customer with so many marketing messages in one advertisement that you cause the customer to think too much about what’s going on in your ad. Marketers call this cognitive overload and it prevents customers from making a decision.

Additionally, if your email or social media ads and organic posts reach them and are showing a picture and giving them an indication that you have a promotion going on, but you lead them to a website page that is not telling them anything about a sale or promotion… customer confusion can also occur. You don’t want this. Make sure to message match from advertisement to landing page with imagery and especially with what you say. You want to make it very easy for the consumer to make a decision. Simplify your marketing and advertising message and also simplify the way in which the prospective customer will find out more about your company and then make it easy for them to contact your company so they can make a purchase decision easier. Solve their problem and make it easy for the customer. Your increased sales will reward you for your hard work for getting this right.

What Action Do You Want The Customer To Take?

Okay, now you have the customer’s attention. The good news is, your promotion worked and got their attention. Now they are right where you want them. What are you going to do now? Hmm… some might say, “I’m not sure.” While others might say, “just send the customer to the company homepage right.” – wrong, wrong, wrong.

In your marketing message, make sure to write a very clear, concise call-to-action (CTA). This is a statement or phrase that prompts the customer to actually do something that enables them to get closer to making the purchase.

Use words like… (Download, Watch, View, Learn More, Start Now, Create Account, Submit Request) Your CTA words are action words that communicate to the customer that there’s more for them to see if they click now. So tease them a little… you’ll be surprised at what your results will be if you try it. This usually comes in the form of a button on a lading page. However, it can also be in text form or something else depending on the medium it is used. The CTA can also be a phrase that leads the customer to a website landing page that only has information on it that educates the customer with product content, videos, photos, testimonials and information on why the product is superior like an infographic. Don’t forget to make it easy for them to contact you by using a form to download a free sample, download your latest eBook or even watch the video showcasing the latest technological advancements you’ve made. Don’t lose sight of the fact that you want to anticipate their action by making it easy for them to take action. Map out the customer path from the first time your company advertising reaches them to the time they come to your website landing page and click the CTA. This will also help you discover potential spots where the customer path could be broken and fail.

Scott MacFarland is a lifelong marketer with a passion for all forms of marketing… especially digital. With an extensive B2B and B2C background, his perspective is firmly aligned with content marketing strategies that nurture and convert prospective customers into real ones. is a digital content marketing and strategy consultancy that works with businesses big and small to solve their most difficult questions surrounding digital content creation, brand and creative development, generating qualified leads, business growth and strategic partnerships. Let us know how we can serve you.

Scott MacFarland – Chief Content Marketer, Digital Strategist



Twitter @scmacfarland

Photo Credit: Pexels | RawPixel – CC0 License





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