Have you noticed this?
Entrepreneurs* love to get on the digital soapbox and yell,
“YOU HAVE TO SOLVE A PROBLEM! IF YOU DON’T SOLVE A PROBLEM, YOU DON’T HAVE A BUSINESS.”
And that’s really confusing — often derailing — for creatives who make things that don’t seem to “solve a problem.”
Because it’s not true! You do not have to solve a problem.
You have to fill a need.
And you don’t have to be explicit about that need.
Here’s an example.
Say my writing’s not flowing today, I’m frustrated with myself, and decide to procrastinate by browsing shopbop. (My favorite fashion site, they send a sticky return label so you don’t even have to print one out, or, rather, tell yourself you’ll remember to print one out later this week and shove the package under your bed, only to be excavated next Spring when it’s too late to send back those jeans that didn’t look good and now you’re stuck taking them to Housing Works, but first trying them on again to see if you were wrong or maybe your body changed and now they look slammin’. Nope.)
So, I’m browsing the “What’s New” section. I see a cute polka dot sweater I definitely don’t need. I have enough sweaters.
But I DO need it, because I want it. I think it would look cute on me. I picture myself wearing it to dinner. I picture it casual with jeans, dressy with a skirt and jewelry.
My need here isn’t really the sweater.
I’m needing distraction, and a little rush of buying something. Acquiring. It’s a drug. An expensive one (but again, the return policy.)
Mostly, I need and want to look good.
And under that is a need for other people to think I look good. Because, unfortunately, I care what they think.
And under that is a need to feel loved and accepted. Which is the ultimate, primal, fundamental human need.
But you’re not going to advertise a sweater by saying,
The Polka Dot Sweater That Instantly Gives You A Feeling Of Attractiveness, Acceptance And Belonging — Without ANY Expensive Procedures Or Years Of Therapy!
IS THIS YOU?
Do you wish you felt more loved?
Frustrated by your current work activity and want the instant gratification of purchasing a luxury item?
Want in on the trend of polka dots, so you don’t feel left out?
Feel you could use a sweater that gets noticed at dinner parties?
Even though you have enough sweaters, do you crave that “new sweater” feeling?
Afraid, in the most primitive part of your brain, that you’ll be kicked out of your tribe and left for dead to be eaten by mountain lions?
It doesn’t have to be this way.
Finally, there’s a solution…
Introducing, the Potentially Dressy Polka Dot Sweater!
Yahno. You can tell me it looks great with my favorite ripped jeans and a pair of hoops (or show me) and I’m in. Because I just want it. I want it enough to need it.
There are all kinds of needs (dressed as wants) that sell paintings, earrings, designer handbags, makeup, statement t-shirts, TV shows, Broadway plays, gifts, books, and cupcakes.
We want/need to:
- Show we have great taste
- Be entertained/ engrossed
- Relax
- Escape reality
- Be delighted and surprised
- Be “in the know”
- Feel attractive, stylish, cool
- Feel uplifted and inspired
- Make a statement
- Feel generous
- Stand out from the crowd
- Feel perfectly dressed for an event – want an outfit that “nailed it”
- Get compliments, feel validated
- Look at something pretty
- Reward ourselves
- Put something delicious in the pie hole
Etc.
Sure, not filling that need is a “problem,” but not a problem like “I have an ugly, itchy skin rash” or “Bookkeeping is such a headache” or “Burglars hit the house next door and we need a better alarm system.”
Wanted to let you know, if you make something that’s simply meant to bring joy and stir desire rather than “solve a problem,” that that’s not a problem.
Now you.
Do you make or sell something that doesn’t “solve a problem”?
If so, do you get tripped up by the common marketing wisdom? Or do you feel like it’s an easy sell?
And, who’ve you seen in the creative/ecommmerce/luxury/art space doing it right?
TELL ME IN THE COMMENTS.
ps – *By entrepreneurs, I mean people in the online space. Course creators; thought leaders; authors; strategists; coaches; coaches who refuse to call themselves coaches and instead call themselves Lifestyle Designers, Mindset Architects, Empowerment Catalysts, Personal Greatness Optimizers, Unfuckwithability Consultants, Inner-Goddess Unleashers. This fuzzy-edged industry really needs a name.
pps – In The Copy Cure, we go deep into how to write copy when you don’t address a “problem” or “pain point.”
Sign up here so I can let you know as soon as the doors open!
My 2 year old grand daughter, Bug, came with me on a recent pilgramage She had never yet been to the beach much less seen the miracle of a Florida sunset over water and sand. It was something I needed to share with her. I needed to watch her… decipher her soul’s reaction and make the connection between us…her, me, and the sun. We removed our flip flops to feel the sand…holy ground..no to hot. Bug headed directly to the water…or perhaps she really needed a closer view of the purpling sky. I am convinced she paused only when she could not recall whether one could or could not walk on water. Otherwise it was apparent she would have keept going. But she did pause and I knealt next to her, slightly behind toes in skinny water…waves slipping inbetween, running and receeding. She was absolutely transfixed on the scene unfolding out over the gulf.
I watched her closely for signs of some spontaneous teleportation event, but she just sort of swirled there, her little feet sinking slowly into the sand…. and then she made her offering. Without taking her eyes from the horizon, she reached slowly down fearing perhaps the sunset might escape if she were to make any sudden moves. She scoops up two handfulls of wet sand from between buried feet, rises up and emphatically holds it out toward the setting sun while letting it run through her splayed litle girl fingers, dribbling down…bits of sunlight.
Her authentic, spontaneous gift, it was the only thing close enough to seize and offer up, inspired by her innocent, pure awe. She was Inspired to give something…to the sun….to the moment… in gratitude, in exchange for the beauty that poured out…engulfing us. Still squatting beside her I said softly, “Its for you,Bug…just yours baby girl…” It bounced between us, off of us, into us, ricocheting echos into sacred places impossible to map or ever forget.
Art is about inspiring awe, making a thankful gesture , celebrating something as moving or beautiful. We are all a part of this circle of gratitude…beauty floats into us as we stand in the skinny water at the edge of a deeper gulf. Waves slipping inbetween, running and receeding. By our nature we desire to reflect and to share that…floating it back out…we are part of the sunset…the sand….and the waves…its beyond need….its just who we are.
Bug looked up at me and pointed quickly at the sun on the water and said “mine”…I don’t know if it was a confirmation or a question…but time will sort that.
FINALLY! I sell ribbon headbands, and when I see this whole “solve a problem” strategy, I get so confused. I’m very much aware that headbands DON’T solve a problem. This is so helpful, because I really needed it. During this holiday season, I’ve gone for the “perfect for Christmas gifts” angle, but I know it won’t be a year-round solution, so I had been thinking of thinking of them as birthday gifts too
Yes!!!! I say that I created an online and in the wild program that infuses people’s lives with curiosity, awe, mindfulness, play and adventure. Then I took an expensive group marketing program and they told me to talk about how this solves the problem of being stressed out and time starved and having mommy guilt. All of those results have happened for people, but just like how a polka dot sweater makes you feel belonging, it sounds ridiculous in marketing. My copy became a hot mess and I froze in the process because I hated it. I love the copy cure and I was one of the earliest members, I need to go find this module because THIS is what I’ve needed to not butcher my art with pain points.
YES, I’m glad to see a post that addresses the trendy advice of “solving a problem”. The advice never made sense to me considering the tons of successful businesses that don’t solve an explicit problem.
Changing to a need-based perspective is such a good, simple solution! As far as who’s doing it right, I think Luxy hair extensions and Prime Ambassador watches do a fantastic job.
Sweet Baby Jesus…. gurl you nailed it. This is so refreshing and sugar-free, too! I’m def taking it to heart. Although, I kinda like the line “Want in on the trend of polka dots, so you don’t feel left out?” Because, being a self-medicating polka-dot obsessive it actually IS a need. Ya feel me? Thanks for the great tips!
Hi Laura. I sell children’s books. And though it’s not hard to sell when I’m at a vendor event. I mean, they can look and see the benefit the books have, I struggle to entice them to host a book party to get free books.
Hi Laura. I sell children’s books. And though it’s not hard to sell when I’m at a vendor event. I mean, they can look and see the benefit the books have, I struggle to entice them to host a book party to get free books.
Hi Laura. I sell children’s books. And though it’s not hard to sell when I’m at a vendor event. I mean, they can look and see the benefit the books have, I struggle to entice them to host a book party to get free books.
Doing the parties are crucial because it allows me to present and educate people on how to solve the literacy problem in this country. We do have a literacy problem. And our books close the gap on illiteracy.
I mean when you have 68% of american’s graduating from high school as functionally illiterate, and we can’t even write a persuasive letter to sell something, it means something. It’s educational malpractice of University’s and lower education.
You write well.
This blog really grabbed my attention because I am a creative and I have a really hard time selling. ANYTHING. Seriously, even when I do fundraisers for my daughter’s Special Olympics team or Relay for Life, we make the least money of anyone even though I’ve worked my tush off.
I’m an author and artist so my “products” don’t really fill a “need” per se, but they DO! People need to be heard, they need to express themselves and so many just cannot do that alone hence the ghostwriter or freelance writer. And my art, mostly mixed media, is not a necessity, but it IS! Most of it is either thought-provoking, inspiring, or simply makes you feel good to sit with it.
Anyway, thank you for having a really cool website (I found it through another blog : 7 F*cking Awesome Freelance Writer Websites That Win Clients!
by Jorden | Freelance Writing Tips, Make Money, Motivation/Advice, Start Freelancing, Uncategorized | )
you’ve encouraged and inspired me and made me giggle. Your site is a hoot. And I Love words too. Thanks – Andora
Yes! This is what I struggle with! I’m an illustrator/watercolorist and I sell prints of my art and illustration on Society6. I definitely get tripped up when I read blogs and articles about highlighting “pain points”. I don’t want my art to be bought because my customer has daddy issues. I want them to buy it because it makes their lives more beautiful.
There are two artists I follow on Instagram are doing it right. First is Cara of @rosaliegwenpaperie. A floral watercolor artist. She openly shares about motherhood and her art-making process in really long captions that makes you feel inspired and nourished. And that I think is the main reason why she has a dedicated following. You want to buy or make art like her because you want to be her.
2nd artist, Mye De Leon of @myedeleon. She’s a hand-lettering artist. And ok I admit, she’s a personal friend of mine. She focuses on teaching hand-lettering and helping her students get a start on their hand-lettering business. While she uses the hit ’em at their pain point strategy, she does it well because she uses her story as an example of how to find success and that inspires people because it says that eventhough their life isnt perfect, they can make it too.
Two different voices and approach but both essentially selling aspirations and a lifestyle to their respective audience.
P.S. can’t wait for The Copy Cure to open up!