Problem awareness

Most gym ads are focused on the solution. An advertisement will describe the hours, perks, and make a strong trial offer. Of course, it should also include photos of the gym. In other words, the ad is solution oriented. It doesn’t talk about the problem because people already know they have a problem: they want to lose weight, get more fit, and find a community. They’ve already decided they need a place to help them do that. The customer’s problem awareness might run deep; there’s a chance they experience guilt, dissatisfaction, and discouragement. A gym ad doesn’t need to stir those emotions up more, it needs to soothe them and create a moment of inspiration. If you’re an entrepreneur, you help customers solve problems. The first step to that requires knowing how people feel about the problem. You can then make a decision on what they need to hear, and whether it’s more about the problem or your solution. The post Problem awareness appeared first on Herbert Lui.