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“You had me at…” Marketing to the unmet need

Apple is amazingly adept at it—identifying unmet needs. Who knew we needed our technology to be a fashion accessory? While other technology companies focused primarily on function—faster, cheaper, capacity and compactness—Apple took functional needs as a given and focused on form, creating iconic personal appliances that we couldn’t have anticipated we needed, but now cannot live without. Apple made technology beautiful, friendly and essential.

Starbucks doesn’t sell you with the coffee. They sell you coolness, convenience and community. You can get coffee anywhere and usually at a lower price, but devotees won’t leave home without it. They will check their Starbucks app to find their happy place anywhere around the world.

So what exactly is the “unmet need”? It is something your prospect is not getting with their current solution. Sometimes they can name it, but not always. Often it is the unarticulated wish. It is the gap between just okay and exceptional.

Marketing your services or products to the unmet need yields many benefits, such as:

Ultimately, marketing to unmet needs of your target audience will shorten the sales cycle because you have laid the groundwork for a solid relationship. You have them at “Hello.”

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