Share this post:
When we work with clients on their marketing strategy, we often notice a common theme. There’s a tendency to focus on how to impress or intrigue potential customers—thinking about catchy ads, sleek designs, and creating that “wow” factor. And yes, there’s merit in making your marketing visually appealing and engaging. But that shouldn’t be the starting point.
Before you think about how to dazzle your audience, there’s a more fundamental question that needs answering: Are you clearly communicating how you solve your client’s problem?
Let’s break this down a bit.
The Real Purpose of Marketing: Solving a Problem or Meeting a Need
When we say your business exists to solve a problem, it can sound vague. After all, not every purchase is about fixing a pressing issue. If you sell luxury items, for instance, or offer services like spa treatments, your clients aren’t necessarily “struggling” with a problem. But they do have needs—needs that drive their buying decisions.
These needs might not be obvious problems, like a broken appliance. Instead, they can be more psychological or emotional:
- The need for a connection
- The desire for recognition or acceptance
- The craving for self-expression or relaxation
In other words, your product or service is fulfilling something deeper, even if it’s not immediately apparent. Understanding this need is crucial because your marketing message should be centred around how you meet it. But here’s the key: the cool factor comes second.
The Trap of Trying to “Look Cool”
Today, anyone can be a marketer. With smartphones, social media, and all the tools at our fingertips, it’s easier than ever to create videos, graphics, and ads. But just because you can doesn’t mean you should. Many business owners look at big brands like Nike or Apple and think they need to replicate those high-end, award-winning campaigns to succeed.
Here’s the reality: The most celebrated ads are often judged by marketers, not the people buying the products. A beautifully shot video or clever slogan might win industry awards, but does it bring in sales? Does it resonate with your actual customers?
Your everyday customer is less interested in how artistic your campaign is and more interested in whether you understand their needs. Simplicity often wins.
Focus on the Foundations: Communicating Solutions Simply
If you’re just starting out or still building your marketing foundation, don’t get distracted by the flashy campaigns of established brands. Remember, even giants like Nike started small. Their early days were filled with grassroots efforts, not multi-million-dollar ads. The founder, Phil Knight, was selling shoes out of the back of his car—no big-budget commercials in sight.
Instead of trying to replicate what others are doing, focus on communicating the basics:
- Identify the need your product or service fulfills.
- Explain how you solve it in clear, simple language.
- Share it using tools and platforms you’re comfortable with—whether that’s a blog, a quick video, or a simple social media post.
Simple Doesn’t Mean Basic – It Means Effective
Your marketing doesn’t have to be elaborate. Sometimes, the most effective approach is the simplest one. You don’t need a fancy production or a perfectly edited video. What your audience truly appreciates is authenticity and clarity.
For example, you could just pick up your phone and record a quick video saying:
- “Hey, I know how frustrating it can be to feel stuck with [specific issue]. I’ve been there, and here’s what helped me…”
- Share stories about how you’ve helped clients overcome similar challenges.
- Write a blog post detailing a common problem and how your service addresses it.
Your goal should be to communicate directly, simply, and honestly. People connect with people, not perfection.
A Practical Takeaway
Let’s simplify it even more:
- Identify the need – What does your client truly want? It might not be a clear-cut “problem,” but there’s always a desire driving their actions.
- Explain how you can help – How does your product or service meet that need?
- Communicate it in a straightforward way – Use whatever medium is easiest for you, whether it’s writing, video, or visuals. Don’t overthink it.
Marketing doesn’t have to be hard or complicated. Focus on the basics first, and only then, if you want, layer on the creative elements.
Happy growing!