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"Do I Start With A Problem Or A Benefit?"

by ewenmack
5 replies
When coming up with your sales message there are 2 main choices...

start with a benefit or a problem.

The problem with a benefit opening for most people
is that it becomes about them,
not about the person who has the ability to pay you.

Now the beauty of starting with a problem
is it takes some real brain work as to what
is going on in the life of your prospect.

And writing about the problem shows you have cared enough
about his situation.

The difference between a person going straight into benefits of
what he has got first, shows little respect for the intelligence
of your reader or listener.

Speak to the one person who is the right fit for you and speak to that person alone.

Don't speak to the other 95% because they will never buy anyway.

If you don't speak just to the 5%, then the message isn't for them either,
therefore you have zero or next to zero response.

You get good at crafting this potent message to the 5% by thinking
and writing out the Avatar of these people
or even better the one person.

In the end, it's a race to who understands a group of people,
then create a sales message which shows you know them, better than the rest.

Best,
Ewen
#benefit #problem #start
  • Profile picture of the author TheBigBee
    Originally Posted by ewenmack View Post



    Now the beauty of starting with a problem
    is it takes some real brain work as to what
    is going on in the life of your prospect.

    And writing about the problem shows you have cared enough
    about his situation.

    The difference between a person going straight into benefits of
    what he has got first, shows little respect for the intelligence
    of your reader or listener.

    Speak to the one person who is the right fit for you and speak to that person alone.

    Don't speak to the other 95% because they will never buy anyway.

    If you don't speak just to the 5%, then the message isn't for them either,
    therefore you have zero or next to zero response.

    You get good at crafting this potent message to the 5% by thinking
    and writing out the Avatar of these people
    or even better the one person.

    In the end, it's a race to who understands a group of people,
    then create a sales message which shows you know them, better than the rest.

    Best,
    Ewen
    I'd like to vouch for this - particularly the last line. A guy like Claude Whitacre can completely dominate and destroy anyone competing with him to sell marketing services to vacuum cleaner store owners. Bob Ross can do the same with contractors.

    I started as a $10 / hr cold caller in a specific niche 8 years ago. That foundation plus skills acquired away from that industry has worked wonders. That plus sprinkling in some freebies...
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    FILL IN THE BLANKS!
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  • Profile picture of the author Jason Kanigan
    By understanding your niche, and describing typical problems experienced by decision makers using the jargon of that niche, you will get instant credibility. You must have helped someone just like them!

    People care about solving their problems, not about some sort of feature or benefit. In selling, a salesperson can accidentally say the right benefit that impacts the hidden problem the prospect is experiencing, and sell that way. But it's much easier and more effective to start off by describing typical problems you solve for that niche.
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  • Profile picture of the author calumson
    Yup start with the problem and then outline the the solution you have.
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  • Profile picture of the author Delta223
    Most winning headlines I've seen from the top copywriters are benefit focused. I'm not offering an opinion on the issue myself, just stating what I've seen.
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  • Profile picture of the author SashaLee
    Hi there,

    I think the idea is that you define your market. If your ad leads with a , "Do you suffer from " you automatically reject anyone who doesn't suffer from, or doesn't care for someone who suffers from...

    Then, after leading with that problem you have to speak directly to that person in a language they can easily understand and decipher you as the expert with something that can make their life easier/better.

    All the best,

    Sasha.
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