Fleet MaullThe Entrepreneur’s Zen Master

💬Struggling to explain what you do in a way that actually gets people to buy? ⁠@thefivelightbulbs

7 Apr 2025 · 1 min

Watch on YouTube

0:50

Fleet Maull breaks down the first part of a five light bulbs marketing framework: naming the customer's current problem in their own words. Most business owners know what their customers struggle with but never actually put it in their marketing copy. Use "you" language and audit your site to make sure customer problems show up on the page.

Chapters

Light bulb 1 in this framework is your customer status quo. So this is where your customer is right now. This is where they're having a problem. It's a place they want to get away from. And so what you want to do in your marketing message is give voice to your light bulb one. You want to use the word you instead of we. You want to have empathy for your prospect. This light bulb one is the language of empathy. What I find in working with these business owners wearing a marketing hat is that the problem isn't so much that they're the problem is that they don't know their customers problems is that the words just aren't on the page. So I would encourage the person listening to this to go through and do a mental audit and ask yourself do I know these five light bulbs for 1 and 2 are the words on the page. And I found that most business owners know the problems of their prospects or their customers, but they're just not giving voice to it on their website, emails, et cetera.