In our previous tip, we explored how you can tell more compelling stories. This week we will explore how to win more peoples’ attention by making your solution clear.
But first, before we can explore the concept of a “solution,” we have to ask— a solution to what exactly? Having or needing a “solution” implies a relevant difficulty, in other words, a prior or current pain.
Now I know what you’re thinking: “Wait a minute. Aren’t most of us suffering enough as it is? Look at the state of our national politics, current world events, {fill in the blank here} — Why add to people’s burdens by focusing on the negative?”
Here’s why: Pain is important. Pain is valid. It means something. It should get our attention!
By means of example, let’s say your arm gets broken. Ouch! You wouldn’t criticize a loved one for pointing out your “pain” in this case, especially if their intentions were to encourage and support you in fixing it. You certainly wouldn’t look the other way and reply: “Stop focusing on the negative!” and proceed to go about your life, slowly adjusting to this new “normal.” No way! You wouldn’t think twice about it— you’d take steps to fix it immediately welcoming the support of others in helping you to do so.
Of course this specific example is extreme, but the point is: if a real, tangible solution to a specific pain exists, whenever possible, that pain should be eliminated. Not only that, if an individual possesses a solution for a specific pain, they actually have a duty to get the word out to as many suffering people as they can!
Most people aren’t walking around with anything so obvious as an untreated broken arm (if you are, stop reading this and please go seek immediate medical attention!). However, the truth is, most of the solutions our businesses exist to provide are based on real-world problems and pains that our customers or clients have perhaps gotten used to. They may have figured out ways to manage and as a result are “getting by” day to day. If enough time has passed, they might have even forgotten that their pain exists at all!
So, with that in mind, ask yourself:
• What is the current problem or pain that my business exists to solve?
Until you can identify the problem or pain your product, service, or ministry solves— why would anyone need it? Why would anyone bother spending energy, time, or resources engaging with your business if it isn’t solving a real, tangible problem for them?
Sales and marketing, then, become an exercise in identifying those problems and pains people are dealing with in their daily lives so that your solution begins to actually make sense to them.
• Tip: Talk about your solution in this way; Show people how you / it can support them in fixing their current problems or avoiding potential pains.
Now, one major caveat here, is that applying “pressure” to people’s pain in this way can be easily overdone. Think of it like a seasoning— adding too much “salt” can quickly ruin your message and might even cause harm to your intended audience. Yikes! But when applied with a gentle, discerning hand, you can get your customers and clients to self-identify, raise their hands and say, “YES!” and in our modern age of distraction, capturing someone’s attention and keeping it is quite an accomplishment indeed.
• Tip: To take it one step further, show people the transformation that is achievable on the other side of their current situation.
But, in order to provide solutions to real, tangible problems and pains— we must first know our audience. We must know their specific pains and address them in a way that honors their humanity and shows empathy towards their pain. More on that next time.
Until then…
Fiat Lux!
