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What problems does your product or service solve? Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. I never stray into political opinion in Marketing Booster, and today is no exception. But something happened this week that reminded me of one of the cornerstones of marketing communications theory and practice. It happened when David Cameron, Leader of the UK Conservative Party, announced that if elected to government he will replace the UK Human Rights Act with a new Bill of Rights. A number of commentators said exactly what I was thinking: Cameron didn't properly explain why this change is needed - he didn't fully explain what the problem is. Sure, he did say he believes that the Human Rights Act is hampering the fight against crime and terrorism and not protecting important rights. But, at least when I heard him talk on the subject, he didn't go into any great detail or give many relevant examples. Cameron's plans might be brilliant. He might have come up with a great solution to a real problem. But he didn't properly explain the problem, and therefore he didn't even convince important senior party colleague Ken Clarke that action is needed. It's a strong lesson that we as marketers should remember when we approach customers or potential customers with offers of new products or services. If those offers come out of the blue without appropriate reference to the problems they might solve, we might find they fall on deaf ears. If however we take care to spell out the problem, with evidence to support our argument, then we may well be more successful. Philip Kotler has suggested a 'problem detection method' where marketers ask their customers if they have any disappointments or suggestions with the product. He gives a few examples, including: * "My car uses too much gas." * "My toaster is hard to clean." * "My [laptop] battery runs out after three hours." Kotler suggests that this type of research can lead to a programme of product improvements - but if you were to carry out the same exercise with people using competitor products, or even at a brainstorming session with staff within your organisation, you might reveal problems that your products already solve. And this would enable you to focus on the problems (and your solutions) in your marketing communications. People work hard for their money, whether they are individuals or organisations, and they are unlikely to part with it unless they see a genuine problem and a genuine solution. It's your job to give them enough accurate information so they can make the right decision about whether a new purchase is necessary. As a footnote, while finishing this article I saw a TV advert that said: "Ordinary conditioner can wash away the protection of your anti-dandruff shampoo." Now there's a problem I was definitely unaware of. |