Sell the problem you solve, not the product.

This is a little bit of gold.

SPANX was started as a response to a question” Can you see my underwear?” And a life hack that saw her cutting off the legs on a pair of tights led to the creation of a brand that is now worth over $1.2billion.

Last week Sara posted what I believe to be the single most important piece of advice to any brand.

"Sell the problem you solve, not the product".

Credit: Sara Blakely

Put slightly differently, people don't buy products. They buy solutions to their problems.

Sounds simple, right, but so many brands forget this and spend their time, energy and resources talking about product features, ingredients, how advanced the technology is.

As a brand you need to make sure the consumer immediately connects your brand as something that will provide a solution to their problem or an outcome that they really desire.

It's why when I worked with V Energy (Australia's biggest energy drink) we were relentless about talking about the 3pm energy slump and being the pick me up that we needed.

And Why SPANX have never in their 22 years, deviated from providing "invisible" shapewear that looks great under any outfit.

"Sell the problem you solve, not the product".