Every customer has a problem they’re trying to solve.
As a business, you help customers solve that problem.
To do it, you offer the solution in the form of a product or service.
If the problem is a leaky pipe, your solution is to stop the leak.
Yet, the leak isn’t the real problem.
The real problem is the headache the leak is causing. Because if the leak didn’t bother the customer, they wouldn't be looking for a solution in the first place.
So, while your solution may be stopping the leak, the real problem your solving is the headache your customer has.
By telling your customers about the benefits of eliminating their headache, they no longer have to make the mental leap between their problem and your solution. You become the obvious choice.
Throw in some guarantees and social proof, and customers will feel confident that they're dealing with a reputable business.