Problems are Attention Magnets

The nice thing about problems is that they are attention magnets. When we have a problem it has a way of grabbing our attention. If it’s a big problem we look for a solution.

If we can’t find the solution it becomes a nag that annoys us. We want the problem to go away and that problem sits there in the background waiting for a solution to appear.

This makes the problem the opportunity for the marketer. When a potential customer hears someone talking about a problem they care about they start to pay attention.

Is this person really talking about my problem? Does what’s being said sound like the same problem I have? Finally, someone seems to know something about my problem. Might this person have the solution?

The hope for a solution to their problem activates the customer’s latent attention and just like a magnet they want to draw you in to know more.

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