Edumarketer Tip #135: Identify the Problems You Solve

Uncategorized Oct 20, 2021

In Tip#134, you identified your ideal customer. The next step in creating video content is to identify the problems you solve. Your customers have problems. Your customers have questions and guess what? You have solutions and answers for them. Using that information is the key to building your edumarketing plan. First, you need to understand what those problems and questions are, so let’s get started. To drill down on your expertise, answer the following questions:

1.What problems do you solve?

2.What questions do you answer? Let’s answer these questions using our young mortgage professionals as examples:


What problems do you solve?


The problems that these young mortgage professionals solve is the ability to relate to a young demographic. The average age of real estate agents is over 55. The industry is also seeing delays in young professionals buying homes because of perception of what happened with the mortgage meltdown and high student debt. By being able to relate to this demographic market, they can build around their expertise. 

Take a moment to answer what problems you solve for your customers.


What questions do you answer?


Although our young mortgage professionals were new to the mortgage industry, they were not new to the questions and discussions that their friends were having about the next step in their lives, which is buying a home. All they need to do is hold a few discussion groups at the local brewery and find out what young professionals want to know about buying a home. If you don’t know what questions your prospects are asking, then I recommend writing down the questions your customers are asking on a regular basis. If you still don’t know, then send out a survey and ask them what they want to know about. You can also search online to find out what others who do what you do are talking about. Search for trends of what people are searching for online. Join discussion groups. There are many things you can edumarket on, and if you still cannot figure it out, contact us. We can help you identify your expertise and build an entire edumarketing campaign around it. Seriously, that’s what we do! 

Take a moment and write down the questions you answer for your customers.

Let’s move on to the third question.


What specialized solutions do you offer?


Normally when I am working with a customer in the mortgage industry, I would build an edumarketing campaign around their loan programs, but in the case of our young mortgage professionals, they didn’t know enough about loan programs to feel comfortable talking about them, and that is why we created the campaign #lovemyhome.

We started by having them talk about the challenges young professionals face when planning for their first home purchase. This allows them to start building relationships with real estate agents and potential homeowners while learning about various loan programs. We put them into a mentoring group who were able to help them get up to speed quickly and allow them to have fun educating and building the market in their area. 

I don’t want you to start focusing on your product or what you do at this point. What I want you to think about is what SOLUTIONS you offer. Solutions are answers. Solutions are answers to questions your prospects have when they think of you. If you are a chiropractor, you provide hands-on spinal manipulation and other alternative treatments to help align the body's musculoskeletal structure. But you may also provide nutrition guidance or life coaching. Look at all the solutions you offer, not just the services you provide.

Once you have identified your expertise, you can move on to the next step, which is to identify what your customers want to know.

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