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Steve
12-01-2006, 07:49 AM
Problem,agitate,solve

This is a topic covered in one of Chestin's discussions (http://www.lawncaremarketingmagic.com). It's great stuff and we should probably cover it in a future GopherHaul episode.

This text explains the marketing strategy. (http://www.yourdictionary.com/business_profile/hurricane_shutters/12StepFoolproofSalesLetterTemplate.htm) This technique is called, problem agitate solution. You present the problem then agitate it so that they really feel the pain and agony of their situation. People are such strong creatures of habit that we rarely change our ways unless we feel great amounts of pain. In fact, companies are no different. Most businesses trudge along doing the same old thing until things get so bad that they have to make a change.

For example, if you were selling garage door openers you might agitate the problem by telling a short story about what happens when it doesnt work.

Theres nothing worse than getting home in the evening and not having your garage door open. Its dark outside and after tripping on the porch step you search for your front door key.

Finally, you find it only to scratch your new front door up trying to find the keyhole. Exhausted, you get inside and plop down on the couch just when you remember your car is still running in your driveway.

In this scenario the problem was a faulty garage door opener and the agitation is all the terrible things that happen because of the faulty garage door opener.


Finally you Provide the Solution.

Chestin would it be possible for you to give us an example how one would use this in the green industry?

John/Logo-Mechanix
12-01-2006, 09:32 AM
Alot of printed advertising uses this very message only it coveys it in print. Before and after types of things are great examples of this kind of marketing.

Steve
12-01-2006, 11:31 AM
John,

Do you mean that you would use before and after pics without any text?