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“Solution” is not the solution in B2B marketing communications

Posted by Robert Celaschi on Thu, Aug 13, 2009
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By Robert Celaschi

I won't buy your product or service if you don't tell me what it is.

Fun and games!

Here’s a fun game:

Guess what each company is selling, using these lines from their press releases.

“…an expert in the image solution arena.”

“This is a result of an improved customer focus and strong actions to improve our solution competitiveness.”

“… delivers business-aligned solutions

“… a provider of mobility solutions”

And my favorite of the moment:

“… a trusted solutions provider to customers in manufacturing, health care, financial services, public safety, transportation & logistics, and other industries.”

Believe it or not, these companies sell specific things: elevators, servers, computer consulting services, camera phones, iPhone applications.

Drifting off message

I know how we got here. Back in the mists of the 20th century, some truly brilliant marketing folks got the idea that their company did more than push a product out the door; the product actually solved a problem for their customers.

“Mr. Customer, we aren’t just selling you a widget polisher, we are providing a solution to your scuffed-widget problem.”

But somewhere along the way, companies got so fixated on “solution” that they forgot to say what they are selling.

Think about the marketing material you are writing right now. When it falls into my hands, it may be the first time I have run across your company, and I’d really like to know what business you are in. But I don’t have time to play detective. Tell me the specific product or service, preferably near the start.

If you want to call it a “solution” later on, that’s fine.

Reality check

Here’s your homework assignment: Pick up some of your marketing materials and look at them through the eyes of someone who never heard of your company. Is it clear from the start what you are offering? Or are you merely providing vague “solutions” for an undefined problem?

Get help

We design and copywrite marketing materials that encourage prospects to take the next step.

We design and copywrite marketing materials that encourage prospects to take the next step.

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Comments

Steve, 
 
It’s nice to see someone taking some control of “solution” and making it work the way it’s supposed to. It’s still a fine word when used intelligently.
Posted @ Friday, November 06, 2009 6:41 PM by Robert Celaschi
Robert, 
 
I just came across your excellent post in a Google search – thanks. 
 
Indeed, the term <em>solution</em> is terribly overused in marketing and most marketers have no what makes their offering a solution (that’s is a big part of the reason I started the Solution Marketing Blog). A product does not magically become a solution because it has a <em>solution</em> suffix. Inappropriate usage is the real nexus of the “solution” problem. 
 
So what’s the right way to use the word <em>solution</em>? An offering becomes a <em>solution</em> when: 
 
The term refers to an actual and specific customer (business) problem. 
The prospective customer understands the description – i.e., it’s written in terms that they understand. 
The offering solves the entire problem, not just, for example, the software element of the problem. 
 
With their focus on solving a customer’s problem, the solution concept makes a lot of sense – as long as marketers describe the problem, communicate to prospects on their terms and go beyond products alone. 
 
By the way – you mentioned elevators. Following is a straightforward and clear example from Otis elevator’s homepage: 
 
<em>Otis Elevator Company is the world’s leading manufacturer, installer and maintainer of elevators, escalators and moving walkways—a constant, reliable name for more than 150 years.</em> 
 
-- Steve
Posted @ Friday, November 06, 2009 6:43 PM by Steve Robins
[...] “Solution” is not the solution in B2B marketing communications « B2B Communications Blog: Red O… blog.b2bcommunications.com/2009/08/13/solution-is-not-the-solution – view page – cached #RSS 2.0 B2B Communications Blog: Red On Marketing » “Solution” is not the solution in B2B marketing communications Comments Feed B2B Communications Blog: Red On Marketing What won’t fly in that 2009 marketing plan B2B website design: 9 must-have qualities Corporate Logos — examples of what does, doesn’t work — From the page [...]
Posted @ Friday, November 06, 2009 6:45 PM by Twitter Trackbacks for “Solution” is not the solution in B2B marketing communications « B2B Communications Blog: Red On Marketing [b2bcommunications.com] on Topsy.com
For that matter, how about the word “strategic”, or “leading”, or countless others that I can’t think of right now. Most marketing copy stinks.
Posted @ Friday, November 06, 2009 6:45 PM by Keith Bossey
Great post. I often have to look at company web sites to learn what they do for projects I work on, and so often I have to dig to figure it out – go further and further into the site just to know what the “solution” is. Makes me crazy. Their prospects must be equally frustrated.
Posted @ Friday, November 06, 2009 6:46 PM by Casey Hibbard
Robert, you’ve hit one of my peeve buttons! When I see the word “solution” in a marketing context, I can’t help but think of its meaning in a scientific context: very little substance in a whole lot of water. Which, in the end, is exactly what these “solution” marketing messages are.
Posted @ Friday, November 06, 2009 6:47 PM by Jonathan Kranz
Gail, 
 
All it means is that I remember “solution” was already wearing out its welcome more than 10 years ago. But I can’t recall when it started, exactly. My memory gets foggy when I have to go back that far.
Posted @ Friday, November 06, 2009 6:47 PM by celaschi
I am not a marketing person (I am a busness writer and CPA) so I may be asking an obvioius question. But here it is. When you say ‘back in the mists of the 20th century’ what exactly are you referencing?
Posted @ Friday, November 06, 2009 6:48 PM by Gail Reid
Thank you Brand Central Station! 
 
Peeps check out http://www.brandcentralstation.com/archives/1948
Posted @ Friday, November 06, 2009 6:49 PM by Rebekah Donaldson
[...] of my favorite B2B Marketing Blogs (the Red on Marketing Blog) posted this great little article on B2B copywriting at the end of last week. In fact, the lesson to be learned here applies to all kinds of [...]
Posted @ Friday, November 06, 2009 6:51 PM by Solution dillution | Brand Central Station
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