Marketing

Exaggerating the Problem to Define the Solution

Brand Messaging
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By Austin LaRoche, ATAK Interactive CEO

A strong B2B marketing strategy is predicated on a clear understanding of the pain points of your target market. For this episode of B2B Marketing Agency Insights, our CEO Austin LaRoche explains why you should emphasize a problem to drive your brand messaging.

 

Video transcription below:

Welcome back to B2B Marketing Agency Insights. I’m your host, Austin LaRoche. Today, we’re gonna talk about exaggerating problems to define your solution. One of my favorite marketing case studies of the last – I don’t know – 10, 20 years, has to be Casper Mattress. So for anyone unfamiliar with Casper Mattress – the mattress company that disrupted the entire mattress industry – they came along with a simple premise – brand messaging – of “Why on earth would you want to go into a mattress store when you can buy your mattress online?

To me, this was preposterous. I love going to the mattress store. You go in, you lay on a million beds, you find which one is the most comfortable for you, and then you purchase and you’re good to go, right? But, for many people, they said, “Yeah, that is a big problem. Oh man, do you really want mattress salespeople to come in and talk to you?” Never bothered me, but obviously, it was bothering other people. And then they disrupted an industry.

So where it’s really interesting, I think, is what happens is so many times in our day-to-day lives, we become prisoners to our own messed up way of living, right? So for instance, I like to cook and I currently have a can opener. It doesn’t really work really well, and I have to do all these things to make it work. Now, I go to the grocery store every single week. There are can openers there. There are certain ones in my budget, and yet, for some reason, I don’t go and buy a new can opener. I’m so used to living in my messed up world.

And what happens a lot of times is your consumers, your target market, they’re living in a messed up world. They know they’re living in a messed-up world. They kind of accepted it, but they need to keep being pushed and they need to keep being able to see what the better world is; what is the promised land?

And, by exaggerating the problem, going in and saying, “Look, you might think it’s not a big deal, but it really is. Your life could be so much better if you just did this, if you just did that.” That is a really strong marketing strategy because of what you’re doing and what you’re saying to your target market, which is you brand messaging: “Stop living in this messed up world when things could be so much better. All you have to do is go with me.” That’s it.

So, if you’re out there, I want you to start thinking, “What problems are my customers facing that maybe they’re just living with, maybe they’re okay with it right now.” But they shouldn’t be because if they invest in you and they invest in your product or your service, their life is going to be a lot better. And what you have to do is you have to convert them on that notion that their life is going to be a lot better with your product and service. And a great way to do that is to exaggerate that problem and drive that brand messaging about how your solution is going to make it all better.

All right, that’s it today. Thank you guys so much, I appreciate your time. For everybody else at ATAK Interactive, I’m Austin LaRoche saying “Good luck growing.”

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