Adding benefits versus removing problems

Science tells us that drinking water first thing in the morning is one of the best things we can do for our health.

A 16oz glass of H₂O kick-starts your metabolism, rehydrates, wakes you up, helps flush out toxins, and strengthens your immune system.

In light of all these benefits, are you now more likely to drink a glass of water tomorrow morning?

Maybe… But probably not.

From my personal experience, I can tell you that I often leave myself a glass of water on the nightstand. And when I do, it’s likely that I’ll drink it readily before rolling out of bed.

But this habit didn’t materialize because someone told me it was good for my health. Rather, I pour myself a glass of water before bed because I find it extremely annoying when I wake up thirsty in the middle of the night.

Waking up thirsty is a problem.

This illustrates the difference between adding benefits and removing problems.

You can preach the benefits of a product or service, but your customers won’t care nearly as much unless you’re also solving their problem.

Removing problems will always be an easier sell than adding benefits. Relieving a real pain-point elevates a product that’s nice to have, into one that people need to have.