Problem and Solution Marketing

I came across an interesting article at Small Business Branding by Ed Roach, who discusses selling your product by marketing through "pain points".

The concept while certainly not a new one is still an effective strategy. Basically, you’re just figuring out who  your target market is, and considering what gives them the biggest headaches, and that’s your marketing angle.

You need to make them understand that they have a problem, and you are the solution.

It kind of ties into the scare-tactics marketing strategy I touched upon here, but perhaps not quite at such an extreme level. I guess that would really depend on what the customers’ problem was.

The point is that customers need a reason to buy what you’re selling. If you can make them understand why they need your product, you will have a better chance of making the sale.

Customers don’t always realize that they have the problem that requires your solution, even though they do in fact have that problem.

For example, pest control company Orkin offers termite inspections. It is possible that if you had not seen their ad about termite inspections, it would have never even occurred to you that you should have one done. All the while, termites may have been destroying your home from the inside out.

They have presented a problem that you have, and right along with it, they are giving you the solution.

Even if you decide to shop around for the best deal on a termite inspection, they have put the idea in your head, and their business is right in front of you, which even if it doesn’t land them a sale directly, it has accomplished some degree of branding in your mind.

Do you utilize this type of marketing strategy when it comes to your business? Do you think it is effective?