Sell the problem

Another good one from Seth Godin (you probably noticed already that I'm a huge fan). When you're marketing something you have to promote the problems which your product is solving first.

A lot of people aren't willing to embrace that they have a problem unless they also believe that there's a solution... so part of selling a problem is hinting that there's a solution that others are using, or is right around the corner.

Link: http://sethgodin.typepad.com/seths_blog/2010/08/sell-the-problem.html