Positioning Your Offer as a Solution
Updated: Jul 9, 2020
Step Two in Creating an Irresistible Brand
(Find all five steps in the article "From Invisible to Irresistible.")
Every product or service is a means to an end. Sometimes the ends can vary as much as the problems that precipitate the purchase of the products or services. You may be selling zippers to be sewn onto clothing, but a customer may be purchasing the zipper to sew into a bag. Or you could be selling vanilla for baking, but your customers are buying it to put into a homemade bug repellant.
Step two in Creating an Irresistible Brand is to consider all the solutions your products and services have to offer.
Begin by creating a spreadsheet of three columns. In the first column, list all the products and services you offer. If you are a retail store, apply categories of products rather than each individual item to save time. For example, an outdoor sporting store could categorize all tents as one item.
In the second column, identify all the possible solutions your offers hold. In our tent example, a few solutions they offer is they provide shelter from sun, shelter from rain, protection from bugs, privacy, etc.
In the third column, list all the people who need these solutions. People who need tents are campers, beach-goers, hikers, cyclists, bikers, travelers, rescue coordinators, festival vendors, food vendors, etc.
Repeat this process for all of your products and services.
When you review your third column, you’ll likely see the same types of people recurring under multiple products. This is a good indicator that you’re on your way to defining a market niche.
Utilize this spreadsheet as you create campaigns to define your target markets.
It's important to consider all the solutions your products and services have to offer, even if you don't intend to appeal to these alternative solutions. You never know... you might find an untapped lucrative market!
Would you like guidance in discovering your target markets? Schedule a free discovery call now.