Tackle the real problem, or desire

Had a discussion with a client, a proud father who wishes to help his daughter who is a self-taught theatre director to sell tickets for her first directed play. The ticket sales is the short-term problem, and relatively one that is easily settled.

“Let’s talk about how to help your daughter make a name for herself in the scene,” that’s the statement that raised his eyebrow.

I think that’s the real talent of a marketer – to see beyond and reach to the real problem that client’s seeking to solve, or the real desire she is looking to fulfil.

A marketer must learn this. I don’t think it is that complicated, we can start by asking questions and then let the client express themselves, then we dance along. Sometimes we just work too hard trying to close the deal and forgot that whatever we do, it is the client’s problem that we’re trying to solve.