When we buy something, most times it's because we need to fix a problem:
It's a simple idea. Buy to solve. This is at the heart of many businesses.
Take taglines for example.
These taglines don't focus on one specific product. They talk to the main problem customers want to fix.
Sure, all cars can get you around, but BMW says it offers the best ride. If you're someone who doesn't like average, BMW is calling your name.
However, we often forget to do this. We get stuck telling customers about what our products and services do, not the deeper problems they fix.
Look at Apple. They don't just say iPhone can make calls and download apps. They market it by showing how it integrates into every moment of our lives.
The key is to look deeper than what we see. We need to think about what deeper problems our products or services solve. By doing this, we can get closer to what our customers want and provide better solutions.