No one cares about your solution … until they know they’ve got a problem. So bang on about the problem in your marketing. 

If you’re a dentist and your patient doesn’t know how seriously their gum disease will affect them later in life, why would they pay for your treatment? 

If you’re a financial planner and your client doesn’t know how much money they’re costing themselves by not getting professional advice, why would they pay for your services? 

You’re doing your clients a disservice if you don’t talk about their problems in your marketing.