More important, what drives your target market nuts?

One of the things you need to remember is that customers love solutions. The more annoying the problem, the more people will want a solution.

Thinking about what drives people nuts is important as you write your marketing copy, blog posts and articles. There is little point in focusing on things people don’t care about.

You don’t have to be perfectly serious as you write, even when you’re focusing on providing solutions to problems. A touch of light humor can work very well, but too much will make the humor more memorable than whatever you’re trying to sell. It’s something to use cautiously.

So how do you know what problems to address? There’s an old saying about how people don’t buy a drill because they want a drill. They buy a drill because they want a hole. That’s the kind of thinking you need to use.

There are a few ways to do this. You can take sides on a controversy, discuss the faults of other solutions, discuss the many ways you could solve a problem, and so forth. Creativity is good; you don’t want to sound like everyone else. You want to stand out.

And yes, thinking of what drives you nuts can drive you nuts some days. All a part of the process.

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