Written by Craig Whitcomb
Problem Solution Advertising has been used for decades and is easily identified in commercials and social media ads. It is a method of advertising that identifies a problem the target audience is experiencing and presents a solution to that problem in the form of a product or service. The aim is to persuade the audience that the product or service is the best solution to their problem, and that purchasing it will alleviate their discomfort or inconvenience. When this type of advertising is introduced into product innovation marketing, the results are enhanced and very effective.
The key to this style of advertising is to clearly and effectively communicate the problem and solution in a way that resonates with the target audience. This requires careful consideration of the audience’s needs, wants, and pain points. The advertising message should demonstrate a clear understanding of the audience’s challenges and show how the product or service being advertised can effectively solve those challenges.
A classic example of this advertising method is the 1980’s commercial from Wendy’s restaurant “Where’s the Beef“.
The problem presented in the commercial was the lack of beef in competitors’ burgers. Three elderly ladies in the commercial ordered burgers from Wendy’s competitor and were shocked by the tiny hamburger patty in their burger. One of them exclaims “Where’s the beef?” This line quickly became a catchphrase and was used in everyday conversation.
The solution presented by Wendy’s was to serve their customers “big juicy burgers” with a satisfying amount of beef. The message was clear and concise: if you want a burger with a lot of beef, Wendy’s is the place to go.
The ad campaign was a huge success and helped Wendy’s gain a significant market share. The “Where’s the Beef?” campaign was an excellent example of a problem solution advertisement that effectively communicated the unique selling point of Wendy’s burgers to customers. The campaign’s simplicity, humor, and concise message made it memorable and effective.
This approach is based on the psychological principle of cognitive dissonance, which is the feeling of discomfort or unease that arises when a person’s beliefs are inconsistent with the information they receive. When people encounter a problem, they experience cognitive dissonance because their current situation does not align with the desired outcome. Therefore, they seek a solution to resolve the cognitive dissonance.
In this advertising method, the advertisement’s message is designed to alleviate cognitive dissonance by offering a solution that can resolve the problem. By presenting the product or service as the best solution, the advertisement creates a sense of comfort and relief. This approach aligns with the audience’s natural problem-solving approach and helps them resolve the cognitive dissonance they are experiencing.
A Remarkable Venture listing works in a similar fashion, but the results are enhanced in a product innovation marketing scenario. A recognizable problem is introduced causing cognitive dissonance in the audience. Next the solution benefits are explained, giving the audience some relief and a glimpse of resolution. Combining the problem with solution benefits peaks curiosity and further emphasizes the need to understand the solution. An interested company is now in a state of anticipation, awaiting a conversation with you to learn the solution that may help their customers.
Innovation seeking companies relate to their customers and recognize their problems. Just like the end user, a company feels cognitive dissonance on behalf of their customers and seeks to solve their problems. This enhanced type of advertising for product innovation marketing is an effective way of introducing your idea to innovation seeking companies.
What are other examples of effective advertising came to mind when you were reading this article? List them in the discussion below!
See examples of problem solution advertising: Remarkable Venture Listings
To continue the Remarkable Venture Inventing series, read: How Important is Your Remarkable Venture Listing Strategy next.
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