Speak to the problem

When writing marketing communication, if you talk about the problem in detail first, you get immediate buy-in from the customer because they’re intimately familiar with the problem, not your flavour of the proposed solution.

For example, if the problem is a traffic laden, slow, exhausting drive to the office on a Monday morning, the solutions could be:
– work from home policy
– come early or come late to avoid the traffic rush hour
– changing office location to a location that is more convenient
– opening a satellite office in the suburbs

All the solutions are different, and many people might prefer one over the other. However, the problem is the same and those facing it will relate to your copy immediately.