|Most of us use benefits or solutions when presenting our products or services? and not the problem.
So why bother with the problem? Will it actually improve the conversion on our sales pages? Will it improve our e-mail marketing? Will it get more attention when we're making our presentations?
The answer is yes, yes and yes. And you can do it without being negative in any way. So how do you do it?
Let's find out in this episode.
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How should the problem be used and why not use the solution instead?
Have you ever been in the situation where you've been in the shower, it's nice warm water, and then suddenly it's freezing cold? That's because someone else turned on a tap somewhere else in the same apartment. No? That hasn't happened to you?
How about a computer? Have you had a computer that went vroom, vroom, vroom, ready to start and it started to go slow and slow and then boom? These are problems and problems get attention. The problem is that we don't make use of the problems when we're getting our message across and we certainly don't use it the way it should be.
That's today's episode on attention getting.
The three things we are going to cover today:
- Why solutions are less effective than problems
- Why problems get your attention
- The mistake that most of us make with implementing the problem
Let's start with the first one which is why solutions don't work as well as problems.
To understand solutions, you have to understand your day-to-day life and your day-to-day life is simply a whole bunch of solutions. When you sit on the chair, that's a solution. When you switch on your computer and it works perfectly, that's a solution. When you get in you car and you turn on the ignition, that is a solution.
What is the problem? The problem is the opposite of the solution.
Let's take those instances and you know where I'm going with this. You sit on the chair, it breaks. You turn on the car ignition, it won't start. That's where your brain gets activated.
You don't think of your chair, you don't think of your car, you don't think of all the things that work. That's because the brain is focused on the problem. It's not focused on the solution. When we get into marketing and when we get onto our website and we get into networking and we get into our presentations, what we tend to do is we start to lead with the solution and that's a problem.
The reason why we put our audiences to put is because we're leading with the solution.
When someone asks us what we do, what we so is we immediately talk about our solution and you notice that immediately those people start to fall asleep. They are very polite.
Let's say you're at a networking meeting, so let's say you're a software developer and let's say you make time-tracking software. Someone asks you what do you do? Well, you spit out your solution. You say we make time-tracking software and this helps you keep track of your time when you're working. That's your solution.
Notice how your brain doesn't get very activated by something like that. Now the reason why we do is because we've been taught to talk about our benefits. We've been taught to bring out the solution but the brain kind of goes to sleep every time someone brings out a solution. When you turn that into a problem, that's when your brain gets activated.
Now, to be very fair, there is nothing wrong with solutions.
Problems increase the heart rate, solutions decrease the heart rate. The question is now that we know that solutions aren't as effective as problems, how do we go about creating the problem?
That takes us to the second part of today which is creating the problem
Because we don't really want to be negative, do we? Here we are in the second part which is how to bring out the problem. Now the biggest objection is what we have to deal with at this point in time and that is we do not want to be negative.
We do not want to highlight a problem, and yet to get the customer's attention when we are writing that email, we have to bring up the problem. When we are on the sales pitch, we have to bring up the problem.
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