Traditional marketing focuses on the needs and wants of customers. What drives needs and wants are problems.
Nobody likes to admit they have problems, but the truth is we all do. We may not be getting quality sleep because we need a better mattress. Or we may not entertain as much as we would like because we are embarrassed about our outdoor environment.
Call it what you wish, just recognize that the needs and wants of your future customers are the result of real or perceived problems.
Problems require solutions, and businesses that can effectively and appropriately respond to them will earn the business.
Your local business is ideally positioned to do exactly that. It’s the crux of hyperlocal marketing.