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Do all products solve a problem?

by thebarksmeow
8 replies
I've been reading up on some copywriting and preselling techniques. I'm mainly an affiliate marketer but I still love to learn and look for ways to improve. Everything I've read has said to first identify the prospect's problem. If I'm promoting a dog bark collar... easy. A skin care product.... also easy.

However, do all products solve a problem? I've heard people say yes, ALL products solve some kind of problem. This is the holiday season of course and we've all bought gifts for our families. I don't know about anyone else, but my mother is the hardest person to shop for. I didn't want to buy her boring perfume, coffee maker, blah blah. I ended up buying her a Boxee Box from amazon. It's a streaming media player. She can stream netflix, pandora, tv shows from her laptop, etc. Anyway, I bought it for her because I thought it was cool and I know she'll like it. What emotional triggers convinced me to buy it? What problems did the boxee box solve for me?

Thanks in advance for any advice I may receive. This will only help me in my marketing efforts.
#problem #products #solve
  • Profile picture of the author Jason Kanigan
    It solved your emotional need to find her what you believe to be an unusual and thoughtful gift. Not every problem is of a practical nature.
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  • Profile picture of the author Shawn Lee
    I would guess so. If there's no problem, then there's no need to buy anything...

    Benefits could be another driving factor. But, I think problems are still stronger
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  • Profile picture of the author Bruce Wedding
    Originally Posted by thebarksmeow View Post

    I've been reading up on some copywriting and preselling techniques. I'm mainly an affiliate marketer but I still love to learn and look for ways to improve. Everything I've read has said to first identify the prospect's problem. If I'm promoting a dog bark collar... easy. A skin care product.... also easy.

    However, do all products solve a problem? I've heard people say yes, ALL products solve some kind of problem. This is the holiday season of course and we've all bought gifts for our families. I don't know about anyone else, but my mother is the hardest person to shop for. I didn't want to buy her boring perfume, coffee maker, blah blah. I ended up buying her a Boxee Box from amazon. It's a streaming media player. She can stream netflix, pandora, tv shows from her laptop, etc. Anyway, I bought it for her because I thought it was cool and I know she'll like it. What emotional triggers convinced me to buy it? What problems did the boxee box solve for me?
    Yes, depending on your definition of "problem". A problem can be boredom, need to be entertained, etc. The problem you had is obvious to me, you wanted to buy your mom something different. Emotionally, you wanted your mother's approval. You're telling me that you know she will like it, hence, she will approve of you.

    Sorry to get psychological on you, but you asked.
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    • Profile picture of the author abugah
      Originally Posted by Bruce Wedding View Post

      Yes, depending on your definition of "problem". A problem can be boredom, need to be entertained, etc. The problem you had is obvious to me, you wanted to buy your mom something different. Emotionally, you wanted your mother's approval. You're telling me that you know she will like it, hence, she will approve of you.

      Sorry to get psychological on you, but you asked.
      I think this provides the best answer to the thread question.
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      • Profile picture of the author Steve The Copywriter
        Yes, I think Bruce gave you the best psychological answer re your mums present.

        BTW - I'm sure she'll love it.

        In copywriting the "problems" we're solving usually relate to the benefits we'll achieve -

        There are 4 main ones -

        Positive objective benefits

        Problem solving benefits

        Positive emotional benefits

        Emotional relief benefits

        A promo can and often does include them all.

        And your mum's present may well have done all 4!

        Steve
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  • Profile picture of the author travlinguy
    Actually, the problem was "something different" for mom. That's pretty broad but still a problem. I had the same problem with my own mother's gift this year and settled on getting her a genuine 150-year old shrunken head from Haiti. I think she's gonna love it. She's always interested in getting unique nick nacks. :p
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    • Profile picture of the author thebarksmeow
      Thanks guys. Those were great answers.

      Bruce, getting psychological on me is exactly what I wanted.
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  • Profile picture of the author WiFi
    “You will only be remembered for two things: the problems you solve or the ones you create.”
    -Mike Murdock

    I think this applies to selling as well. The best products solve a problem because buyers are actively looking for them.
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    WiFi
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