I used to be all for subtle marketing, where you just tell someone enough about whatever it is that you’re selling, but you leave out a lot of the in-depth, “salesy” details. I thought it would work better because it respects the intelligence of the reader, and it isn’t too pushy.

But, when I started spelling out the problem for people, and writing more about how I could help, my sales actually went up. I think it's because once you specify the exact problem you solve, people have 2 reactions:

  • They see your services as a potential match for their need when you talk specifically about their problems and situation
  • They see you as an expert in their exact need because you’re not afraid to talk about it.

And that makes them more likely to buy.

So, what does this mean? You should be obvious in your marketing by:

  • State your problem clearly in your text – talk about the details of the problem that you solve
  • Write more, not less. Writing more copy gives you a chance to address all of the issues that your audience might have, to counter their objections and to spark their interest.
  • Don't be afraid of repeating yourself. It takes several "impressions", or times for people to read your information, for it to sink in and be remembered. That's because the people you're writing to are often not familiar with the problem that you solve or the way that you solve it – and it takes some time for them to get used to the new ideas and solutions you're presenting.