The Difference Between a Product And a Solution
Forgetting the difference between a product and a solution can result in expert businesses underperforming.
It's a mistake I see a lot.
Posts talking about the product/service/ offer and thus scaring potential customers away.
They may be confused because marketers who should know better, use the two words interchangeably.
When you layout a solution, you are expressing what will fix your ideal customers' problem... and putting the in context.
Customers look for a solution to a problem.
The product or service overcomes that problem.
I was talking to Lucie, a client, today about this...
She writes well and has a clear offer.
She knows exactly how she changes people's lives for the better but she is a tad impatient to talk about her awesome coaching program...
After a few lines of empathy, she jumps in with words like "If you sign up for my blah blah blah coaching service we'll cover the following 5 steps".
Then follows that with the features, advantages, and benefits of each one.
Before finishing with a short Call to Action like...
Comment "TELL ME MORE" below and I'll PM you.
We are not supposed to use our Newsfeed to sell what we do but we can use it to give advice based on our expertise and experience.
Facebook is first and foremost a virtual social gathering where we should do as much listening as we do talking. And when we do, we should comment on and engage with a variety of content before we add our tuppence ha'penny's worth in a post.
If Lucie talks about the solution to the challenge her folks are facing, she is establishing the context in which her offer sits.
She is identifying the challenge they face.
Expresses the reason why it happens...
Then explains what to do to overcome it.
This insight is of real value to the folks she is talking to. It shifts their belief as to why their challenge persists. It moves them from where they were to a place where they are closer to making a buying decision.
Understand people don't come to Facebook looking for a solution to a problem. They come for a few minutes of respite from their dull lives. They are not looking for anything in particular.
If they were, they'd go to Google and actively search for products that they think might solve their problem.
This is a gentle reminder as to why your audience is where they are and what they are there for.
If you plead guilty as charged to being too eager to sell, here's what you have to do to put your offer in context.
- Pick one situation in which the audience's problem manifests itself.
- Explain why this happens.
- Set out how to overcome that (high level only)
- Put the above 3 steps in context.
- Finish with a really specific call to action.
I use this framework almost every day to attract 1>2 new high-level customers to my inbox every week.
They know what I do, why it works and the results they can expect so all we need to do is have a quick chat on Messenger or jump on a Zoom call to sort out the next steps and answer a few last-minute questions.
Folks using this method are high ticket coaches/consultants or expert service providers who love to share their expertise and experience with their audience.
Each and everyone loves to write and are pretty good at it.
They have been in the online space for a couple of years so have made a few mistakes already (haven't we all?) but are pretty clued up on who they want to serve and why.
All that's missing is a way of reaching out to them in the most effective way.
They realize that investing in this one thing could transform their business from scraping along at 5k per month to pulling in 15 or 20k... Without working 24/7 or taking on more overheads.
They are willing to invest 5K to work with me in my 30-day intensive writing workshop to make it happen.
The writing part is step-4 of my method for achieving this transformation.
Before that, we review your positioning, dial in on who your ideal client REALLY is, and in the light of those two steps review your offer so it is laser-focused on the #1 challenge your people want to solve.
The writing part takes up at least 50% of the time, we spend together.
I review every single piece you write and give you detailed feedback on each one. Together, we'll come up with a customized list of what you need to do to power up your writing.
If you're interested in working with me and you like the sound of that program, just shoot me a private message on FB. We'll chat to see if this could be a fit for you and your business.
If so, we can get you started right away…
I look forward to chatting with you.
Bye for now ! 🙂