Sell the Problem You Solve, Not the Product You Make
People don’t buy products—they buy solutions to their problems. If you want your message to resonate, stop talking about what you offer and start showing why it matters.
Why the Problem Matters More Than the Product
Think about the last thing you purchased. Was it because of a fancy feature list, or was it because it solved a problem in your life? Customers don’t care about specs, buzzwords, or how long you’ve been in business. They care about how you can make their lives easier, better, or more fulfilling.
For example, instead of saying:
🚫 “We offer cutting-edge tools for professionals.”
Try saying:
✅ “We help busy professionals reclaim hours in their day.”
Which one sparks more interest? The second one instantly connects with a pain point—being busy and needing more time.
For example, instead of saying:
🚫 “We offer cutting-edge tools for professionals.”
Try saying:
✅ “We help busy professionals reclaim hours in their day.”
Which one sparks more interest? The second one instantly connects with a pain point—being busy and needing more time.
“People don’t buy what you do; they buy why you do it.”
Simon Sinek
Inspirational Speaker
How to Sell the Solution, Not the Product
Identify the Pain Point
What struggle does your audience face? Is it time-consuming tasks, overwhelming choices, or lack of expertise? Define the challenge first.
Frame Your Product as the Answer
Instead of leading with features, lead with impact. Show how your product eliminates frustration, simplifies a process, or improves quality of life.
Use Customer-Centric Language
Speak directly to your audience’s needs. Instead of “We provide,” shift to “You get.”
Tell a Story
A real-life example of someone overcoming their struggle with your product is far more compelling than a list of features.
What struggle does your audience face? Is it time-consuming tasks, overwhelming choices, or lack of expertise? Define the challenge first.
Frame Your Product as the Answer
Instead of leading with features, lead with impact. Show how your product eliminates frustration, simplifies a process, or improves quality of life.
Use Customer-Centric Language
Speak directly to your audience’s needs. Instead of “We provide,” shift to “You get.”
Tell a Story
A real-life example of someone overcoming their struggle with your product is far more compelling than a list of features.
The Shift in Action
❌ Feature-driven message: “Our software includes an advanced analytics dashboard.”
✔️ Problem-solving message: “Never waste time searching for insights—our software gives you the answers instantly.”
❌ Product-focused message: “We design ergonomic chairs with lumbar support.”
✔️ Solution-focused message: “Say goodbye to back pain and work comfortably all day.”may also be used for pest control (fumigation), communication (smoke signals), defensive and offensive capabilities in the military (smoke-screen), cooking, or smoking (tobacco, cannabis, etc.).
✔️ Problem-solving message: “Never waste time searching for insights—our software gives you the answers instantly.”
❌ Product-focused message: “We design ergonomic chairs with lumbar support.”
✔️ Solution-focused message: “Say goodbye to back pain and work comfortably all day.”may also be used for pest control (fumigation), communication (smoke signals), defensive and offensive capabilities in the military (smoke-screen), cooking, or smoking (tobacco, cannabis, etc.).
The best brands don’t just sell products—they solve real problems. When you shift your focus from what you sell to why it matters, your message will stick, your audience will connect, and your impact will grow.
So, what problem are you solving today?
Written by Julian Perdomo
All rights for images and videos belong to their authors.
All rights for images and videos belong to their authors.
