It is much easier to market a product to someone who already wants a solution to a problem rather than to someone who is unaware they even have a problem.
Here’s the difference: the former type of person is already looking into what they can do about said problem. Maybe they’ve even tried a few things that haven’t worked out for them. They have demonstrated, through their behaviour, that they’d love to get this thing solved.
The latter type of person may be concerned about specific pain points, but they haven’t put the dots together. They’ve decided that toughing through those pain points is more valuable to them than digging into whatever specific issue is causing them.
So if you’re trying to sell the relief to that issue, you’re asking them to change who they are in order to get the solution. If they really wanted the solution, wouldn’t they be trying to find one?
This is a bit of a heady concept that requires a context shift. But in making it, you’ll get higher quality leads, raving fans, and people who don’t need their hands to be held to become your clients.
If you want that, demonstrate it with your behaviour by showing up to this week’s episode of Incremental Progress.