Solving problems not selling products, we need to focus on what they're trying to buy, not on what you know you are trying to sell. problems get in the way of achievement, the mind instinctively tries to solve problems. So when people are thinking and they're looking for services, it's usually a relationship in relation to them having a specific problem they're trying to solve. And because the mind thinks that way, if you become the person that clearly communicates a solution to their anticipated problem, which you've anticipated beforehand, then they're more likely to engage with you because you're saying I can solve your problem. And that's what people are really trying to buy that product trying to buy solutions to problems. They're not trying to buy products.

There's two types of problems as positive problems and a negative problem. So a positive problem is I want to go, I want to take my daughter to Florida and go swimming with the dolphins. How do I get there? That's a positive problem. So in my mind, I need to find somebody now who can get me there at a reasonable price on the day I need the way I want and and to actually be there so I can deliver to my daughter what I've promised, and that's a positive problem. A negative problem, on the other hand is a little bit different.

A negative problem is I've got something that's affecting me. And I need to solve that. So my car's broke down. I need to find someone to take me to the nearest garriage. That's a negative problem. So when we look at the two, we're going to see that there's always a problem involved in every transaction that people are actually trying to solve.

It could be that Trying to acquire knowledge and there's a problem there. I need knowledge about a certain thing for certain reason, you know, I might need to develop my business. So let's just use this. So I might need to develop video marketing skills. But I don't know what equipment to buy. So is there any buddy buddy out there that can help me figure out what I need to do.

So everything in that context then becomes problem solving. So when we create a marketing mission statement, that statement should make a problem solving claim. And that's, that's what we need to do. We need to solve problems. We don't need to sell products. And we'll talk about how products come into it.

But we don't lead with our products, we lead with the problem that we're going to solve. Now, a client will have a perceived problem But him or need, but they will not have a perceived product need most of the time. So it comes back to what I was talking about earlier about layman's terms and speaking you know in English, not Chinese because they've got a perceived problem. They don't know that your product necessarily deals with that problem unless you link it directly. So they will not have a perceived product need. And if we can realize that we'll stop putting our products first, they are going to have a problem that or a need that they perceive.

And they're going to communicate, and they're going to search for in Google, they're going to search for that perceived problem and the solution to that perceived problem. They're not going to necessarily search for the product. Because they don't know what the product is yet. So let's say for instance, when I was building the studio I was looking for what I wanted to do was I wanted to be able to have multiple cameras that I could switch between. And I wanted it done in hardware because of new software really struggled with with this it just the computer to be really powerful and the software wasn't quite so I need hardware. Did I know I know what I wanted to do.

I wanted to be able to switch cameras. The problem was I didn't know what the product was that I actually needed. So I was like, so I wouldn't search for like, like, for instance, the Blackmagic TV s studio, which is what I use in current setup. I wouldn't search because I didn't know what that product was what I would search for was, how do I fill multiple cameras and switch between them in a live shoot? I'm thinking, that's the West, what I'm asking Google. That's what I'm putting into the search engines.

And if you match that, then with your mission statement and even the rest of your copy, if you match that with your mission statement, it becomes very easy for people to understand. Now you can lead them to a product that is part of the solution. So let's focus on their perceived problem. Not our product that we know solve their problem. But that's really not where they are. So we have to really think about that and focus on their perceived problem.

And here's another point. It's a perceived problem, not the actual problem. So you have to figure out how they would phrase the problem, how they would perceive the problem, how they would ask about the problem, and how would they how they would ask for a solution to that problem. So if we answer it Industry speak, we might use very specific language or terms and then never going to search for and then never gonna find you. Or even when they do arrive, that's not gonna be clear that you communicate, not not going to be clear that the service or product you communicate actually helps them. So you can sell a product when they're matched to a perceived problem, or need, but you have to create the link.

You have to create the marketing mission statement, or the marketing title that helps them see that you your product actually solves their problem, which is what they're searching for. We need to present our marketing mission statement we need to present our marketing copy, we need to present that as a solution not as a problem. So we need to present them as a solution to that perceived needs. Not as a product So what we would then want to do is match statements and problems. A marketing mission statement connects your services as a solution to their problem. And we need to create that bridge and that's when a marketing mission statement comes in.

So if we can communicate very clearly to our target audience, what problem we're solving, then they are more likely to engage and come to us for advice and potentially a sale.