Solution marketing is a well-known technique in the marketing world that focuses on selling an idea rather than a product or service. It is usually presented as the solution to a problem that the audience may have, whether they know about it or not. This takes the form of aware and unaware customers – the ones who know they need an answer to a problem, and the ones who didn’t know that there was a problem in the first place.
To make solution marketing effective, it needs to communicate intangible benefits based on values, ideas and beliefs, rather than the more obvious benefits that can be found in any specifications list. This allows you to tap into the emotions of your audience and show yourself not just as the solution that they have been looking for (or not looking for, as the case may be) but also as a way to make their lives easier, better and free from some of their stresses as this can be a bigger selling point than any of the features of your product.