Solve a problem!

Do you know the difference between VHS and Betamax? What about between Apple and Intel? It may sound like an open door, but the answer lies in advertising.

Back in the day, Betamax was a type of videotape used in videorecorders to record TV or play films. Technically, Betamax was superior to VHS. But Sony, the producer of Betamax, made the mistake of telling people how brilliant their product was, instead of solving a problem. In contrast, VHS never talked about specs. They simply solved the problem of renting videos and even provided the possibility of renting a certain type of videos. The result? VHS eventually dominated the market.

The same goes for Apple and Intel. Do you remember the ‘Intel inside!’ advertisement? Brands like Compaq, HP, Dell, and Intel were all selling their product based on specs. But Apple chose a different approach. They told people that Apple had changed the way we work and encouraged them to be creative. They sold a problem and a solution, not just a product.

So, if you’re thinking of starting a business or wondering how to improve your sales, remember to go from ‘sold’ to ‘solve.’ Don’t just focus on the product’s features; instead, think about the problems your customers are facing and how your product or service can solve them. With this mindset, you’ll be able to craft a compelling message that resonates with your audience and helps you stand out in a crowded marketplace.