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My daughter caught me red handed

My daughter caught me red handed

April 24, 2016

My kids think I'm crazy sometimes. They'll randomly find ziplock bags full of plastic frogs around the house. (Anyone who has ever heard me speak knows why...) At the upcoming Passover Seder we'll be throwing ping pong balls at each other as a live demonstration of the Plague of Hail. In my house if anyone mentions the words "hungry fish" the rest of them chime in with "irresistible bait."  (Ok my house is weird in that way.)

 

What can I do? I just love this stuff.

 

But this time I got caught red-handed. Recently my daughter found me taking a picture of a bottle of hand soap in the bathroom. "Dad, come on! It's just SOAP! What in the world could you possibly find interesting about a bottle of hand soap?!"

 

I believe that there are nuggets of wisdom to be found in the smallest of places. You just have to be on the lookout for them. Great ideas come in all interesting shapes and sizes.

 

I'll share with you what I told her. Listen up, because this one idea is proven to increase sales.

 

Take a look at this bottle and see if you can figure out what caught my attention:

Look closely. Do you notice anything?

 

Did you see the name of the soap? Aromatherapy. It's infused with Green Tea aroma (which is known for its healing and revitalizing properties.)

 

Here's the insight. This company took themselves from being just another bottle of hand soap to part of a therapeutic solution. They're not just another "lemon scented soap." They've framed themselves as therapeutic and attached themselves to solving a bigger problem.

 

Here's the deal:

 

See, most business owners have spent some time fleshing out their customer demographics. Owners have a rough idea of their age, gender, location, income level, position in an organization, and their role in the purchasing process. The huge mistake owners make is that that's where they begin and end.

 

There's one single question that they totally miss. And it's perhaps the single, most important question to ask yourself about your customers.

It's the reason why Advil is easier to sell than vitamins. It's one of the main secrets to why budding entrepreneurs succeed on Shark Tank.

 

Here's the bomb question:

What problem do my customers have that I can solve?

 

The one thing that most successful products have in common is that they solve a problem.

 

We get stuck in our own heads. Most business owners I've worked with spend so much time trying to push their product on their customers and convince them that it's great. They speak their product's lingo and try all different techniques to increase engagement. But they miss the point.

 

It's not about you or your product. It's about your customers.

 

People want solutions to their problems. If they have a headache, they want relief. They want Advil because it solves their problem. They don't want Advil because of its packaging. They want it because it gives them what they're looking for.

 

The entrepreneurs who succeed on Shark Tank are those who create products that solve people's problems, not the entrepreneurs who just make cool, exciting products. They find a need and create a product to fill it. Then bingo- they're on the road to success.

 

Do you already have a product line? Want to turn your existing products into sellable "problem solving products"?

You've found your solution.

 

 

 Take 30 seconds and schedule your complimentary Problem Solving Product Kickstarter now.

Get me started!

 

Whenever I speak at INPEX, the largest convention for inventors, I’m always blown away by the huge amount of misfires I see. So many inventors are frustrated because they haven’t nailed the bomb question. Their product simply doesn't solve a problem.

 

But here's the real kicker question: what about the products that really do solve a problem and still don't make it?

 

Here are the 3 little known reasons why most "problem solving products" fail and what to do about it:

 

1. It doesn't matter enough to them

The products scratch an itch, but it isn't a big enough pain source for the customer to act. There's simply not a large enough want or need to justify the purchase.

 

Sure, we all want a simpler, more comfortable life. But when it comes to spending our money, we consciously or subconsciously ask ourselves if this product is really worthwhile. How great is the perceived benefit?

 

An inventor once came to me with a new product, adjustable rings to neatly stack cans. Yes, there are some people who love having a pantry full of perfectly stacked cans, but for the average person is this really enough of a pain point? Will enough people be willing to pay $15 to stack 6 cans of food? (That comes out to over $150 to stack a full pantry!)

 

It's an innovative idea that solves a problem, but the cost benefit and lack of hunger makes this product pretty unappealing from an investment standpoint.

 

So what's the solution?

Get out of your own head and into your customers'. It doesn't matter if this is a pain point for you, it matters if it's a pain point for your customer. Get into their heads and hearts by asking yourself:

 

-What keeps them up at night?

-What gets them up early in the morning (other than coffee...)? What excites them?

- What are they passionate about? (What would they do even if they didn't get paid for it?)

-What do they hate doing most of all?

-What do they hope will be better for the next generation?

 

I recently saw this video which blew me away. Rick Lavioe, a well-known educator who specializes in learning disabilities, demonstrated to a group of parents and educators what it's like to be a learning disabled child. He puts them through exercises which inherently make them feel incapable.

It's a powerful demonstration of walking in someone else's shoes. Check it out HERE.

 

2. They try to be everything to everybody. (And end up being nothing to nobody.)

I can't tell you how many times I've heard, "it's great for everybody." It's hard for business owners to limit their target market. In fact, it's downright scary to think of losing customers. The more the merrier, right? Wrong.

 

 

So what's the solution?

Unless you're Walmart, riches lie in niches.

 

The key here is to find your Hungry Fish. These are people who already want what you have to offer. Your job is to find them. Look for your unserved or underserved market.

 

*Need help identifying your Hungry Fish?

Discover how to find your Hungry Fish and find out how this girl scout sold the world record amount of cookies per minute by selling to her Hungry Fish HERE.*

 

3. They've never heard about you

You could have a great product that solves your customers' problems, but if you don't tell them that it solves their problem they'll never know.

 

So what's the solution?

Tell your product's story. Explain both the problem and the solution in your marketing. Use real examples, demonstrations, and testimonials to drive your point home.

 

Sometimes your customers don't know that they have a lack. Your job is to remind them of that lack and present your solution. (Of course, your product really has to solve their problem. Good marketing just makes a bad product fail faster.)

 

This is why changing the name of a soap bottle from "lemon scented" to "Aromatherapy" is so brilliant. And that's what I told my daughter

 

Do you already have a product line? Want to turn your existing products into sellable "problem solving products"?

You've found your solution.

 

 Take 30 seconds and schedule your complimentary Problem Solving Product Kickstarter now.

Get me started!

 

Taking you from where you are to where you want to be,

Jon Goldman