If you've watched television infomercials, then you know how problems can be exaggerated and made bigger than they really are. In fact, most infomercials are for products that solve problems that most people don't even recognize!
ACTION ITEM
Define the problem, then work to find ways to make the problem common knowledge. Once your prospects know that a problem exists, they will be eager for your solutions.
Have you ever heard of halitosis? Although the condition of bad breath has been around for ages, the word to describe it was not well known until the early part of the 20th century. The term “halitosis” was made popular by the salesman who invented mouthwash. He found a problem, advertised and exaggerated it, then sold the solution and made himself a fortune. When you find a problem, be sure to point it out to your prospects. Your solution will be a breath of fresh air!