No, not the easy, obvious, answer.
What are you really selling?
Do you know? Have you ever given it some serious, in-depth, thought?
The kid in the picture is selling lemonade, right?
Well…. sure. But that’s not all he’s selling. The lemonade is the vehicle for something more, something deeper.
When you stop by a lemonade stand on a hot summer day, is it really the lemonade you’re after? Probably not, right?
You’re likely making the purchase to feel good.
You’re helping out the neighborhood kid who has entrepreneurial dreams. It’s a win-win.
So what is he really selling you?
He’s selling you good feelings, nostalgia, a smile, maybe a chuckle about how seriously he’s taking this transaction. The lemonade is a vehicle for all that.
So let’s think a bit deeper about your own products and services.
Every transaction solves a problem of sorts – fixes a pain. If everyone were perfectly happy and in need of… nothing… capitalism, and the entrepreneurs that drive it, would quickly be caput (that’s a technical term).
The first step in your marketing strategy – be it social media or more traditional methods – should be to deeply analyze the problem your product or service resolves. What’s the pain and how does your widget make that pain go away?
Once you have that initial answer, go deeper still. Ask yourself what has that solution made possible for your client?
If it helped them make more money, does that mean they can now save more for their children’s education? Perhaps now they can purchase a badly needed new vehicle. Or go on a long-awaited vacation. Or move into a nicer home.
Can you see the power behind this?
When you root around to the deepest levels of the benefits you bring, you have a much more significant marketing message. You intimately know your target audience and how your product or service can uniquely help them. You will bring a more impactful message. The more personally you speak to them, the greater their trust of you and what you are selling.
You “get” them. You understand exactly what difficulties they have and you bring something to make it better. To fix it.
So now let’s do an exercise.
The Power of the Five Whys
Have you heard of this technique? It was first put into use at Toyota to find the root cause of engineering problems. Since then it has been used by experts in many other industries – including marketing.
Your product or service solves a problem. What problem and why? Use the method of asking “why” five times to get to the root of why your target audience will buy from you. What makes you unique? What is the problem you really solve for them? What benefit do you really bring?
Design Your Marketing Message Around
The Deepest Impact Point
I’m not suggesting you necessarily come right out and address that deepest issue – or maybe you do, depending on how bold your marketing strategy is – but, at the very least, you must keep it in mind. It speaks volumes about how you will touch your audience in the most meaningful way.
Specifically speaking in terms of social media strategy: It’s all about the conversation. Conversations get personal. They are usually question-and-answer sessions between two or more people. Be sure to let your audience know you’ve thought about the question of why they will choose to buy from you. Your insightful marketing message will convey that you know it’s a choice, and you understand their pain, and that you bring the best solution.
Be creative and don’t be afraid to think outside the box. The unique value you bring is what will close the sale for you.
Do your homework. Ask the five whys. Become the saving grace for your target market.
Go forth and dig deep!




