Marketing Made Simple: Episode #186 – 5 Minute Marketing Challenge—Solve Your Customer’s Problems

Release Date: December 11, 2024

Introduction: A New Chapter Begins

In a heartfelt and bittersweet announcement, Dr. J.J. Peterson [00:01] shares significant news with listeners:

"At the end of 2024, the Marketing Made Simple podcast will be coming to a close. This is a bittersweet announcement because this has been such a rewarding journey for myself and April."

Dr. Peterson expresses gratitude for the incredible conversations, actionable insights, and the strong community built over the years. However, he also introduces an exciting transition:

"Starting January 6th of 2025, a brand new podcast called Why That Worked, presented by StoryBrand AI, will be launching."

Hosted by Donna Miller, this new podcast aims to delve into the reasons behind the success of brands, trends, and cultural phenomena, providing clear and actionable strategies for listeners.

Launching the Five Minute Marketing Challenge Series

April Sunshine Hawkins [02:53] introduces the episode's primary focus:

"We've put together this five-minute marketing challenge, which is a series that will challenge you to create one piece of marketing using the StoryBrand framework so you can keep your business moving forward even in the midst of this crazy season."

The series is designed to help entrepreneurs and marketers maintain momentum in their marketing efforts, especially during hectic times. Each episode presents a concise challenge aimed at producing effective marketing collateral swiftly and efficiently.

Understanding Customer Problems in Marketing

Dr. J.J. Peterson [03:40] emphasizes the importance of clarity in marketing:

"We know that getting back to clarity is always going to win. Clarity is going to win no matter what."

The discussion centers on the pivotal role that clearly addressing customer problems plays in crafting compelling marketing messages. Peterson outlines the StoryBrand framework's core principle:

"By inviting your customer into a compelling story where you talk about what they want, the problem they're experiencing, and how you solve that problem by positioning yourself as a guide."

April Sunshine Hawkins [07:38] elaborates on the types of problems marketers should focus on:

"There are three different types of problems that you can focus on: the external problem, the internal problem, and the philosophical problem."

1. External Problem: The tangible issues customers face in their daily lives.
2. Internal Problem: The emotional or psychological impact of the external problem.
3. Philosophical Problem: The underlying injustice or broader reason why the problem matters.

April stresses that addressing these problems not only showcases understanding but also positions the brand as a empathetic guide ready to help.

Real-World Examples from StoryBrand Certified Guides

To illustrate effective problem-centric marketing, the hosts present examples from StoryBrand certified guides.

Example 1: DF Labs by Ryan Toth

Ryan Toth crafted compelling copy for DF Labs, a cybersecurity firm:

"Overwhelmed by the number of cyber attacks hitting your network?" [11:14]

This statement effectively addresses both an internal problem ("Overwhelmed") and an external problem ("cyber attacks"). By posing a question, Ryan invites customers to recognize and relate to their challenges, subtly encouraging them to seek DF Labs' solutions.

Underneath the question, a bulleted list enumerates specific issues, deepening the connection:

• "Can you keep up with the never-ending alerts?"
• "Are you getting too many false positives?"
• "Maybe your technologies aren't working well together..."

This approach not only highlights understanding but also paves the way for presenting DF Labs as the answer.

Example 2: Lead Generator by Debbie Girardi

Debbie Girardi offers another stellar example through her lead generator copy:

"Life is too short to feel burned out, disengaged, overlooked, or anxious. Everyone deserves a life that they love and a career that matters." [12:47]

Here, Debbie taps into the philosophical problem by asserting that everyone "deserves" a better life and career, addressing the deeper sense of injustice customers might feel. Additionally, she touches on internal emotions like feeling "burned out" or "anxious," making the message both emotionally resonant and philosophically compelling.

Dr. Peterson highlights the versatility of such copy:

"This type of language can be used in so many different spaces. It could be used on Instagram posts, in lead generator copy, or even as an opener in a keynote speech."

Engaging Customers Through Questions

A notable strategy discussed is the use of questions in marketing copy. By framing problem statements as questions, marketers allow customers to opt into the narrative voluntarily:

"Having a question mark allows your customer to opt into that story versus saying you deal with this and giving them the answer of the ability to say yes or no right off the bat." — Dr. J.J. Peterson [12:05]

This technique fosters engagement and personal connection, making customers more receptive to the solutions offered.

Upcoming Support and Resources

For listeners feeling uncertain about identifying their customers' problems or overwhelmed by options, April provides reassurance and resources:

"You can get some instant feedback and coaching from a StoryBrand certified guide like Ryan or Debbie that we mentioned today. And you can get it at our upcoming StoryBrand Marketing Live Stream happening on December 5th and 6th." [14:58]

Listeners are encouraged to participate in the live stream for personalized guidance, enhancing their ability to tackle the marketing challenges effectively.

This Week’s Five Minute Marketing Challenge

As the episode progresses, the hosts unveil the weekly challenge designed to bolster listeners' marketing efforts.

Dr. J.J. Peterson [15:36] outlines the challenge:

"This week's five-minute marketing challenge is to start by identifying the problems your customers are experiencing in this season that your product or service can solve. Write down what are the problems your customers are experiencing? Do external problems and some internal problems. What are they feeling right now? Then create language around how you solve that problem."

Steps to Complete the Challenge:

1. Identify Customer Problems:

   • External Problems: Tangible issues customers face.
   • Internal Problems: Emotional responses to external challenges.

2. Create Solution-Oriented Language:

   • Position your product or service as the remedy to these problems.
   • Develop messaging that can be utilized across various platforms—website, social media, emails.

3. Develop a Marketing Piece:

   • Craft a specific asset (e.g., a social media post, email campaign) that communicates your understanding of the customer's problems and presents your solution.

Peterson emphasizes the ultimate goal:

"When you talk about your customer's problem, they begin to listen to you in a whole new way and you ultimately then can come alongside and solve their problem. They can use your product or service to solve their own problem. What that does is ultimately make them the hero of their own story." [15:36]

By making the customer the hero and positioning the brand as the guide, marketers can create more engaging and effective campaigns.

Conclusion: Empowering Marketers to Make Their Customers Heroes

The episode wraps up with a motivational note from Dr. Peterson:

"Cheers to you and all your success. May you always find the words to invite customers into a beautiful story. May you always have the courage to call people to action because you know there's a better life for them on the other side." [02:53]

Listeners are encouraged to embrace the challenge, apply the StoryBrand framework, and continue crafting clear, problem-focused marketing messages that resonate deeply with their audience.

Key Takeaways:

• Clarity in Messaging: Essential for effective marketing; clarity wins over complexity.
• Three Types of Problems: External, internal, and philosophical problems should be addressed to connect with customers on multiple levels.
• Engaging Copy: Using questions can draw customers into the narrative, making them more receptive to solutions.
• Customer-Centric Approach: Positioning customers as the heroes and the brand as the guide fosters trust and engagement.
• Practical Challenge: Applying these principles in a focused, time-bound exercise can solidify understanding and enhance marketing effectiveness.

By following the structured approach outlined in this episode, marketers can create impactful, customer-focused marketing pieces that not only address immediate challenges but also build lasting relationships.