Rand Fishkin very succinctly pointed out that marketing is going back to the 20th century. I could stomp my foot and declare, “I TOLD YOU, marketing never changed, digital marketing is still marketing, rant rave rant,” but I’m not that kinda guy. Instead, I’m gonna point out it’s time for all us 21st-Century marketers to be better at the traditional stuff. So (Ian cracks knuckles) it’s time to brush up on some basic skills. Here goes:

Marketing boils down to three questions:

1. What’s the problem?
2. How do I fix the problem?
3. How can you help me fix it better?

If you want to create kick-ass digital marketing, you need to do three things:

1. Describe the problem
2. Describe the solution
3. Make your pitch: Explain you do that solution better than anyone else

What’s the problem?

You have to frame the problem to resonate with your audience. Emotional resonance gets your audience sitting up, leaning forward, and saying, “Yes! That! That’s what I mean!!!!”

My computer is too slow. Is that the problem?
Nope. I want to play Baldur’s Gate 3. That’s the problem.

I’m bored. Is that the problem?
Uh-uh. I’m a science fiction fanatic, and even today, most hard sci-fi shows suck.

I want to be in better shape. Problem?
Nooo. My problem is finding an exercise program that won’t kill my soul.

How do I fix the problem?

The solution is how your audience can fix the problem without you. You’re not pitching them yet.

Someday, when people use your name as a verb (“Googling”) or your product name as a descriptor (“Hand me a Kleenex, will you?”), you can skip this step. Until then, you need to do a little teaching. You have to explain what the solution looks like.

Problem: I want to play Baldur’s Gate 3, but my computer’s too slow
Solution: More VRAM, which probably means a new graphics card or a speedier laptop

Problem: I need a good science fiction show to binge-watch
Solution: A gritty show with semi-believable physics and alien molecules

Problem: I hate most exercise programs
Solution: Workouts that are also a game

Now your audience is hopping from foot to foot, saying, “Yes! This!!! Give me this!!!!”

How can you help me fix it better?

Now, make your pitch. Why is your solution better?

Problem: I want to play Baldur’s Gate 3, but my computer’s too slow
Solution: More VRAM, which probably means a new graphics card or a speedier laptop
Our Solution: How about a sexy new laptop with a built-in SuperDuper256 graphics card?

Problem: I need a good science fiction show to binge watch
Solution: A gritty show with semi-believable physics and alien molecules
Our Solution: The Expanse. Goes without saying

Problem: I hate most exercise programs
Solution: Workouts that are also a game
Our Solution: A rowing game where sharks catch and eat you if you slow down (not kidding, it’s real)

It all comes together

Get some AI to do the creative and you’re all set!!!

Don’t. Don’t do that. Do create:

1. Ads, social posts, and informational content that get you in front of the right audience
2. Informational intent content explaining the solution
3. Blended intent content that teaches me how to solve the problem using your product
4. Transactional intent content that gives me the hard sell

Using exercise programs as the example:

1. Ads and social posts pointing out most folks stop working out because it’s boring. So you, audience person, are not alone
2. Informational content explaining ways to keep the mind occupied during a workout
3. Blended intent content about gamifying workouts, using your product as an example
4. A product page, an ad about the product, etc. etc.

Speaking of boredom: I’m going to wrap it up here. More examples and a deeper dive into this technique coming in future posts, on LinkedIn, on Threads, and not on X, because I’m afraid Elon will sue me.

Oh, also: I TOLD YOU, marketing never changed, digital marketing is still marketing, rant rave rant.