Episode 19

Are You Talking About the Problems You Solve?

There’s an old advertising adage that a mattress store doesn’t sell mattresses – it sells a good night’s sleep. By positioning your products and services as solutions, you help your potential customers understand what you can do for them – and why they shouldn’t go to anyone else. In this episode, hosts Brian Jones and Patience Jones explain the importance of talking about the problems you solve and how to do it across different channels.


  • Put yourself in your customers’ shoes: what’s the “good night’s sleep” problem they’re trying to solve?
  • Use language that customers use when they search for solutions
  • Photos and drawings are vital – but they should be accompanied by text that explains the problem your products solved
  • Don’t fall into the trap of forgetting to show your work

Episode Resources

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