Should you poke the bear in your marketing content?
In digital marketing, one debate always sparks discussion: Should your content focus on creating desire-driven content or addressing problems – problem-driven content? The answer isn’t as simple as choosing one over the other.
If you’ve ever sat down to write marketing content, you’ve probably wrestled with this: Do I “poke the bear” by calling out pain points, or do I keep things light and inspirational to attract my audience?
The truth? You need both.
When creating marketing content, consider two approaches.
The Desire Driven Approach
Desire – Obstacle – Solution
Desire-driven marketing paints a vivid picture of what’s possible. It taps into your audience’s dreams, highlighting the benefits of your product or service. This works especially well if what you offer is aspirational -something that elevates their status, lifestyle, or success.
This approach works best when your product or service is aspirational or luxury-oriented, where the focus is on the benefits and positive outcomes.
The Problem Driven Approach
Problem – Agitate – Solution
On the other hand, the problem-driven approach speaks directly to the struggles your audience faces. It acknowledges their frustration and positions your product or service as the fix. If what you sell solves a clear problem, this method is a no-brainer.
A mix of both problem-driven and desire-driven content is the best strategy
You want to spark excitement and validate frustrations. A well-balanced message helps your audience feel seen while also inspiring action.
While both approaches have their merits, the most effective marketing strategies incorporate both desire-driven and problem-driven content.
Picture this: your marketing strategy is like a dynamic duo, a tag team of content that packs a punch. On one side, you’ve got your desire-driven content, stoking the fires of aspiration and ambition in your audience. On the other, it’s the problem-driven content, a trusty sidekick that swoops in to rescue your customers from their pesky pain points.
But here’s the kicker – when you bring these two marketing superheroes together, it’s like Batman and Robin or Iron Man and Spider-Man teaming up. You’re not just solving problems, you’re also showcasing the shining, caped-crusader benefits your product or service brings to the table. It’s a one-two punch that’s unstoppable in the world of marketing.
Problem driven marketing content seals the deal without dwelling on the negative
If you want potential clients to hand over their hard-earned cash, you need to do more than inspire them, you need to solve the problem standing between them and their goal.
Sure, desire-driven content gets them dreaming, but problem-driven content gets them buying. After all, think about it – when was the last time you spent money for a service you didn’t need or want? It’s the problems, the challenges, the headaches that drive us to open our wallets. Your customers are no different.
Show them you get their challenges and that you have the exact solution they’ve been searching for. Your product or service doesn’t just exist, it swoops in, saves the day, and makes their life easier. While desire-driven content sparks curiosity, problem-driven content is what fans the flames and makes your audience need what you’re offering.
Lead with Solutions, Not Scare Tactics
Let’s be clear – problem-driven marketing isn’t about fear-mongering or doomscroll-worthy narratives. It’s not about making people feel stuck; it’s about showing them a way forward. Your brand isn’t the hero of the story, your customer is. You’re the guide, helping them navigate their challenges and reach the other side.
If you want to be seen as the go-to expert in your field, don’t be afraid to acknowledge your audience’s struggles. When you skip over their pain points, you risk losing them entirely.
Problem-driven marketing content isn’t about dwelling on the negative; it’s about showcasing your business as the answer to solve their problem.
Marketing Requires Both Empathy and Authority
First, meet your audience where they are. Show them you understand their frustration. Then, step in with authority and lay out how you can help. This one-two punch makes your audience far more receptive to your expertise, and more likely to trust – and pay – you to lead them forward.
Empowering content speaks directly to those who are done being stuck. They’re ready to roll up their sleeves and get moving, and they’re looking for the right person to guide them.
Great marketing paints a vivid picture of what’s possible after the problem is solved, leaving your audience feeling inspired and ready to take action. You’re letting them know, ‘Hey, we’ve got your back, and we can make things better.’
If you genuinely want to be seen as an expert in your field, don’t avoid demonstrating empathy and understanding. Lay out the struggles and frustrations your potential client is facing. If you never mention that part of your story, you risk losing out on opportunities.
Think about it, how many movies would you watch if nothing ever went wrong? No challenges, no stakes, no hero’s journey. Just a happy family on a picnic, a wedding without drama, and a peaceful dinner at the end. Yawn.
Your marketing content is no different. It needs a story.
The Best Marketing Strategy? Balance Both Approaches
When you strike the right balance, you create marketing that not only engages your audience but also moves them to take action. You show them that, yes, their challenges are real – but so are the solutions.
It’s not about dwelling on the negative. It’s about presenting your offer as the turning point – the thing that transforms frustration into momentum.
And when your audience sees that? They won’t just want what you’re offering. They’ll need it.
Need help creating your message? I’ve got you.
