The most successful companies make or distribute products and services that solve common problems. The smartphone, for example, solves many problems, such as not being able to check email while grocery shopping, or having access to the Internet where laptop use isn’t feasible. Fitness watches can now count steps, identify and track exercises, and even measure a user’s heart rate. A single-serve coffee maker speeds up the process and cuts down on wasted pots of coffee.
One of the best ways to describe a product is to explain exactly how it’s a problem solver. In this post, I’ll look at few different ways to deliver the message.
How to Explain Problem Solving
Use simple and consistent branding of the site, company, or products. Through a series of scripted videos and relatable images, Poo-Pourri has experienced an immense amount of success. The Poo-Pourri lady handles embarrassing situations with humor and grace. If it weren’t for tackling the problem (toilet odors) head-on in a way we can all relate, this product — packaged in a floral designed bottle — probably wouldn’t be as popular.
Poo-Pourri relies on simple imagery and statements to promote its product as a real problem solver.
Use images and video to show specific uses. For more than a century, people have relied on the Swiss Army Knife for its versatility. There are many brands that produce a similar item. Sales of this type of problem solving product rely heavily on context-of-use imagery and video demonstrations. Bullet points listing all the different uses also helps convert.
A primary image that shows all the integrated tools is key in describing this type of knife.
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Additional product images showcasing various uses help sell more product. Image: Amazon.
For enhanced versions of tried-and-true products, emphasize the upgrades. Sharpie is a popular maker of pens, markers, and highlighters. Sharpie’s Clear View tip improves the highlighting process by eliminating blind spots and allowing for more precision. It’s a helpful improvement to an already successful concept: highlighting text on pages.
Sharpie’s Clear View tip is a helpful improvement to an already successful concept: highlighting text on pages.
Address multiple audiences and uses. Some products have multiple purposes. One of the best examples of this is duct tape, which has been used to make everything from storage boxes to clothing. Years back, Duck Brand embraced the desire of creative folks to make designer items out of its product by introducing colors and patterns of duct tape. Today, the company focuses on both crafters and do-it-yourself fixers.
Duct tape embraces a product’s alternate uses to sell more. Source: Duck Brand.
In short, when writing headlines and descriptions, keep in mind that the most successful products are simple ones that solve serious problems. Even products that have many features can still be showcased as having simple solutions. The key is to first identify your target audience’s pain points, and then explain how the products address them.