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Understand how Customer Unmet Needs is at the heart of compelling messaging and positioning with our template.
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While the unique qualities of your offerings may seem obvious to you, customers often struggle to understand them or find them valuable.
The first step to solving this problem is to have a clear and compelling statement of the Customer Unmet Needs you address.
(This is also sometimes called a “market gap,” but I prefer the term "customer unmet needs" as it focuses on specific customer segments experiences.)
Getting this right helps your buyers understand your relevance to their lives. If you don’t nail this, they won’t read on further about your solution.
Building on our previous exploration of niching down, we now turn to a critical concept that can enhance your positioning: Customer Unmet Needs.
This is the gap between customer outcomes and existing solutions is where you want to explore.
Identifying true unmet needs is both an art and a science.
While customers often voice dissatisfaction, the challenge lies in distinguishing between action-driving issues and mere annoyances.
To master this crucial skill, focus on the key areas in the formulation below, which serves as a starting point for your iterations.
I’ll describe what each bracketed item means in turn below.
Part 1: Customer
[“Solution Name ”]: [Market category] for [Ideal client] [with workflow or use case].
Part 2: Unmet Needs
Get [Dream outcome] [without top 1-2 biggest limitations of / problems with today’s solutions or workarounds]
Even though these items are the first part of the positioning statement formula, they will not be the main focus of this post. However, I am including and prefacing them because they are the starting point of the formula, so you understand what this involves.