Marketing communicates a solved problem. Before you touch marketing/advertising you need to find the problem, then you have to solve it.

All businesses have problems otherwise they wouldn’t need to promote their products & services. The problem is what’s going to make it difficult to sell more of the product and how to overcome those difficulties.

Find the problem

Solving the problem is questioning everything and opening up and breaking everything. Looking at different perspectives to come up with a solution.

With this you want to find the proposition or benefit from the business. This proposition sets them apart from the competition. One benefit is enough as you don’t have time to list more in your marketing message.

Client – iMix Concrete

Problem – people are buying cheap concrete instead of quality and high priced from iMix Concrete.

Problem solved – cheap concrete is a problem as it could damage the foundations of a building in years to come.

Strategy – target people to say cheap concrete is dangerous and bad

Concept – you are better off with quality concrete to get the job done right 

Campaign – don’t kid yourself. Buy quality concrete.