Ok, you’ve identified your target market, and you know what keeps them up at night.  Now how does what you’re offering solve their big problem?
Ask yourself:

3.      What’s the need you can fulfill for them?  (How does what  you offer  solve their problem?)

Mr. Rain Poncho Salesman can confidently say to his prospects, “You don’t want to get wet?  Well, have I got a deal for you.”  He may even say, “I’m the answer to your prayers.”  They would probably agree with him.  He has the perfect solution to his customers’ pain:  something that keeps them from getting wet. 

And if they don’t get wet, they won’t need to change  their clothes later, they won’t feel uncomfortable in their soggy clothes on the way home, they’ll be in a better mood, and they can enjoy their day at the zoo more fully. These are some of the benefits in addition to the main benefit of staying dry. 

Make a list of the benefits your customers  will receive from your product or solution.  Benefits are what buyers are interested in.

Note: Don’t confuse benefits with features.  A hood is a feature.  “Hair that stays nice and dry” is a benefit.  “State-of-the-art polyvinyl lining” is a feature.  “Extra protection from the elements” is a benefit.  Your customers care less (or not at all) about features unless they know what’s in the feature for them — how they’ll benefit from the feature.

 Now use the three steps to shape your marketing campaign: 

• Identify your target market
• Identify their pain (their need)
• Show them you understand their pain, and show them how you can relieve it for them. 

Use this strategy consistently in your marketing efforts, and you’ll begin turning more browsers into buyers. 

target market, marketing, [get more clients]