Sam Page, in his NeuroTriggers marketing newsletter, talks about the importance of getting to the heart of the problem you are solving for customers.
Here are a few of the examples Sam gives:
- “You are not selling grass seed. You are selling a greener lawn.”
- “You are not selling boilers. You are selling warmer, cosier winter nights at a 27% fuel savings.”
- “You are not selling baseball tickets. You are selling memories of sunny afternoons that a father and his children will cherish forever.”
“Ask “What are we really selling?” often enough and I guarantee this — bold new answers will arise, and with them, major opportunities to open new markets and explode your profit.”