{"id":305,"date":"2018-04-10T10:00:17","date_gmt":"2018-04-10T17:00:17","guid":{"rendered":"https:\/\/www.websitemuscle.com\/?p=305"},"modified":"2018-04-10T10:00:17","modified_gmt":"2018-04-10T17:00:17","slug":"clarify-your-marketing-message-step-2-address-the-problem","status":"publish","type":"post","link":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/","title":{"rendered":"Clarify Your Marketing Message | Step 2: Address the Problem"},"content":{"rendered":"<p><iframe src=\"https:\/\/www.youtube.com\/embed\/ztttHnXR_EY?rel=0&amp;showinfo=0\" width=\"1000\" height=\"563\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><em><strong>Note: Scroll to the bottom for links to the rest of the Clarify Your Marketing Message Series.<\/strong><\/em><\/p>\n<p>Hey folks, I\u2019m Sam Nelson, founder and owner of Website Muscle.<\/p>\n<p>Step one of our <strong>7 Steps to Clarify Your Marketing Message<\/strong>, as you remember, is to <strong>Identify Your Customer<\/strong> \u2014 exactly who they are and what their business goals and objectives are.<\/p>\n<p>The second step is to <strong>Address the Problem<\/strong>.<\/p>\n<h2>Address the Problem<\/h2>\n<p>In our last post, we talked about the customer being on the road and encountering a problem. We want to identify exactly what that problem is.<\/p>\n<h3>1. What are they looking for?<\/h3>\n<p>The first way we do that is to ask \u201cWhat is the product or service that customers are coming to you for?\u201d<\/p>\n<p>When we go through this exercise with our clients, they usually say that they do a lot of different things \u2014 different products, different services, etc. For this exercise, let\u2019s start with the first thing that comes to mind. As we create our first marketing message, let\u2019s talk about either your primary service or a collection of your services from a high level.<\/p>\n<p>For example, we have a client that does printing services. Many different products and services are included under that heading. For their first marketing message, however, the customer is coming to them for business printing needs.<\/p>\n<h3>2. Thoughts, Feelings, Questions, and Frustrations<\/h3>\n<p>The second component, which provides the power of Addressing the Problem, is to ask \u201cWhat thoughts, feelings, questions, and frustrations do customers have as they search for a solution to their problem?\u201d<\/p>\n<p>If we can answer those questions, that provides the basis for our marketing. We don\u2019t want to fall back on saying \u201cwe\u2019re a printing company\u201d or \u201cwe\u2019re a website company.\u201d<\/p>\n<p>Let&#8217;s return to our business as an example. When customers need a new website, they are looking for a web designer, but they also have thoughts, feelings, questions, and frustrations as they are searching and meeting with different companies. They might have had a frustrating experience with a previous website company that makes them wary.<\/p>\n<p>We want to make sure that your marketing message speaks to those concerns. We aren\u2019t going to jump ahead and solve them yet, but we need to identify these issues to help your customer overcome them.<\/p>\n<h3>Summary<\/h3>\n<p>To summarize, the two questions to ask when you <strong>Address the Problem<\/strong> are:<\/p>\n<ol>\n<li>What product or service are customers coming to you for?<\/li>\n<li>What thoughts, feelings, questions, and frustrations do they have while they search for your product or service?<\/li>\n<\/ol>\n<h4>Watch the rest of the Clarify Your Marketing Message Series:<\/h4>\n<ul>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-overview\/\">Overview<\/a><\/li>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-step-1-identify-your-customer\/\">1. Identify Your Customer<\/a><\/li>\n<li>2. Address the Problem<\/li>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-step-3-introduce-yourself\/\">3. Introduce Yourself<\/a><\/li>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-step-4-share-your-process\/\">4. Share Your Process<\/a><\/li>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-step-5-determine-your-ctas\/\">5. Determine Your CTAs<\/a><\/li>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-step-6-failure\/\">6. Failure<\/a><\/li>\n<li><a href=\"https:\/\/www.websitemuscle.com\/clarify-your-marketing-message-step-7-success\/\">7. Success!<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.<\/p>\n","protected":false},"author":2,"featured_media":308,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[13,6],"tags":[104,102],"class_list":["post-305","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-business-growth","category-education","tag-address-the-problem","tag-clarify-your-marketing-message","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clarify Your Marketing Message | Address the Problem - Website Muscle<\/title>\n<meta name=\"description\" content=\"In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clarify Your Marketing Message | Address the Problem - Website Muscle\" \/>\n<meta property=\"og:description\" content=\"In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/\" \/>\n<meta property=\"og:site_name\" content=\"Website Muscle\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-10T17:00:17+00:00\" \/>\n<meta name=\"author\" content=\"Sam Nelson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sam Nelson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/\",\"url\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/\",\"name\":\"Clarify Your Marketing Message | Address the Problem - Website Muscle\",\"isPartOf\":{\"@id\":\"https:\/\/websitemuscle.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2018-04-10T17:00:17+00:00\",\"author\":{\"@id\":\"https:\/\/websitemuscle.com\/#\/schema\/person\/89522caa8c5027c475b71ade36325264\"},\"description\":\"In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.\",\"breadcrumb\":{\"@id\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/websitemuscle.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Clarify Your Marketing Message | Step 2: Address the Problem\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/websitemuscle.com\/#website\",\"url\":\"https:\/\/websitemuscle.com\/\",\"name\":\"Website Muscle\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/websitemuscle.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/websitemuscle.com\/#\/schema\/person\/89522caa8c5027c475b71ade36325264\",\"name\":\"Sam Nelson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/websitemuscle.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/dd9d8d1636b1dbf2b83163f10576abaadd0116af49c6136ffa7a845b3a2410e0?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/dd9d8d1636b1dbf2b83163f10576abaadd0116af49c6136ffa7a845b3a2410e0?s=96&d=mm&r=g\",\"caption\":\"Sam Nelson\"},\"sameAs\":[\"http:\/\/wm2020.wpengine.com\"],\"url\":\"https:\/\/websitemuscle.com\/author\/astraelem\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Clarify Your Marketing Message | Address the Problem - Website Muscle","description":"In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/","og_locale":"en_US","og_type":"article","og_title":"Clarify Your Marketing Message | Address the Problem - Website Muscle","og_description":"In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.","og_url":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/","og_site_name":"Website Muscle","article_published_time":"2018-04-10T17:00:17+00:00","author":"Sam Nelson","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sam Nelson","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/","url":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/","name":"Clarify Your Marketing Message | Address the Problem - Website Muscle","isPartOf":{"@id":"https:\/\/websitemuscle.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#primaryimage"},"image":{"@id":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#primaryimage"},"thumbnailUrl":"","datePublished":"2018-04-10T17:00:17+00:00","author":{"@id":"https:\/\/websitemuscle.com\/#\/schema\/person\/89522caa8c5027c475b71ade36325264"},"description":"In our last post, we talked about the customer being on the road and encountering a problem. In Step 2 of Clarify Your Marketing Message, we need to identify exactly what that problem is before we can help our customer solve it.","breadcrumb":{"@id":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/websitemuscle.com\/clarify-your-marketing-message-step-2-address-the-problem\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/websitemuscle.com\/"},{"@type":"ListItem","position":2,"name":"Clarify Your Marketing Message | Step 2: Address the Problem"}]},{"@type":"WebSite","@id":"https:\/\/websitemuscle.com\/#website","url":"https:\/\/websitemuscle.com\/","name":"Website Muscle","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/websitemuscle.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/websitemuscle.com\/#\/schema\/person\/89522caa8c5027c475b71ade36325264","name":"Sam Nelson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/websitemuscle.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/dd9d8d1636b1dbf2b83163f10576abaadd0116af49c6136ffa7a845b3a2410e0?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/dd9d8d1636b1dbf2b83163f10576abaadd0116af49c6136ffa7a845b3a2410e0?s=96&d=mm&r=g","caption":"Sam Nelson"},"sameAs":["http:\/\/wm2020.wpengine.com"],"url":"https:\/\/websitemuscle.com\/author\/astraelem\/"}]}},"_links":{"self":[{"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/posts\/305","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/comments?post=305"}],"version-history":[{"count":0,"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/posts\/305\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/websitemuscle.com\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/media?parent=305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/categories?post=305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/websitemuscle.com\/wp-json\/wp\/v2\/tags?post=305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}