Businesses don’t sell products!

One of the most common mistakes I see entrepreneurs make is misunderstanding what it is that they do.

Businesses don’t sell products – they solve problems.

If you can’t answer the question, “what problem is my product solving?” you’re going to have a difficult time scaling your business. It feels obvious, but so many entrepreneurs forget that the only way to make a customer buy your product is to solve a problem for them.

At the end of the day, people aren’t going to be motivated by your company’s mission statement or how nice your website looks. Don’t get me wrong – those things are great to have, but ultimately, your customer just wants you to solve a problem. If what you’re selling makes their life easier, they’ll buy in.

Look at McDonald’s. They don’t really sell hamburgers. If they did, they’d only be able to reach people who already knew they wanted a hamburger. Instead, McDonald’s solves the problem of “I’m hungry, and I need something that’s fast and cheap.” Now, they’re able to market to an exponentially larger group of people. I mean, we all know the experience of walking in there and staring at the menu indecisively…

Sometimes, the problem you’re solving isn’t as obvious to the customer as “I’m hungry.” Maybe the customer doesn’t really understand the full nature of their problem, and needs you to inform them about why your product is the best solution. Or maybe they don’t even know they have a problem, and need you to articulate why your product is important. Regardless of the case, when you’re advertising, don’t try to sell your product. Make the customer aware of their problem, and show them how your product is the solution.

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