There are just three things that you need to include in your “elevator speech” or marketing niche statement:
1) who your customers are
2) the problem they have
3) the solution you provide
I call this the customer-problem-solution formula.
So how do you do that?
It’s really quite simple. Here’s a template:
We provide ______ (the solution you provide) to ___________ (type of customer) who need to __________ (problem they want to solve).
Case study
Below is some copy from a website called SprayAlert.com. I’ve added the notes in italics to show you how they followed the customer-problem-solution framework
Feline Focus was formed in late 2004 with the intention of marketing SprayAlert products to Cat Lovers (type of customer) dealing with cat spraying problems (their problem). Our mission is to help cats — by giving cat owners means to manage cat spraying, as opposed to getting rid of the cat (company’s solution).
If you had a cat with a spraying problem, would you be interested in that website? Yup, me too. See how easy it is?
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