It’s not as easy as it sounds. Many sellers struggle to clearly articulate how they help people. It doesn’t have to be this way. Here’s a simple framework:
PSA – Problem, Solution, Action
Problem:
- What problem do you solve?
- Why does solving this problem matter?
Solution:
- How do you uniquely solve the problem?
- Can you keep is really simple?
Action:
- What should your prospect do?
Here’s an example from a local driveway sealer:
Notice the simplicity and clarity packed into a simple lawn sign.
- Problem: Don’t overthink getting your driveway sealed – it’s basic.
- Solution: The solution is basic too – basic sealcoating.
- Action: And the action is clear – call.