Talk To The Heart: Why Businesses Need to Solve More

When we buy something, most times it's because we need to fix a problem:

  • We get food when we're hungry.
  • We buy a car when we need to get around.
  • We find a house when we need a place to live.

It's a simple idea. Buy to solve. This is at the heart of many businesses.

What Taglines Show Us

Take taglines for example.

  • BMW appeals to those hunting for the best car with their tagline: “Ultimate driving machine.”
  • Staples makes it easy for those looking for office stuff: “That was easy.”
  • Walmart talks to everyone's need to save money with: "Save money. Live better."

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.

Looking Deeper Than What We See

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.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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