Google has made trillions of dollars on people looking for solutions to their known problems.
Got a problem, search for solution, click to find out more.
Humans however will buy based on how it will make them feel.
It is the unspoken components of the problem that are the true drivers to get something resolved.
A problem that makes me feel… uncomfortable, frustrated, lonely, poor… is a great motivator to get it sorted.
To get a raving fan however you need to take it up another notch. Solve the philosophical problem. What do they believe in or strive for. A better place.
My version is this:
Attract the clients you deserve (unspoken)
At the volume you need (spoken)
To build the business you love (philosophical)