How to write a solution brief that wins clients

‍

A company's success depends on the products or services' ability to solve customer problems. Even more critical is the ability to clearly communicate that value to your target audience, convincing them that your solution will enhance their everyday lives meaningfully. 

One way to do that is by creating a solution brief, a strategic sales document that outlines and explains how a product or service addresses needs/problems and provides the solution to all of those challenges.  

What is a solution brief? 

A solution brief is a concise marketing or sales document explaining how a specific product, service, or combination of offerings solves a particular business problem or meets a target audience's needs. It’s typically 2-3 pages long and designed to be quick to read but highly persuasive, and it helps non-technical decision-makers evaluate the solution's potential fit for their business. 

A well-crafted solution brief is informative, engaging, and persuasive, demonstrating why your products or services are the best solution for a specific business problem.  

A good solution brief avoids technical jargon, provides real-world examples and statistics, and clearly articulates the value proposition. 

Ultimately, it's a hugely effective sales and marketing tool to help decision-makers make informed, confident decisions that deliver results and solve problems for their business. 

Purpose of a solution brief 

The primary goal of a solution brief is to: 

• Describe the problem the customer faces. 
• Present the solution (your product/service) as the ideal answer. 
• Show benefits and outcomes the customer can expect. 
• Drive action, like requesting a demo, contacting sales, or learning more. 

It’s less technical than a white paper but more detailed than a product flyer. 

Key components 

A typical solution brief includes: 

• Title: Clear, benefit-driven headline. 
• Introduction: Quick overview of the customer problem. 
• Challenge/Opportunity: A short section that defines the pain points or unmet needs. 
• The Solution: How your offering addresses the problem. 
• Benefits/Value Proposition: The tangible results the customer will gain. 
• Features (Optional): Highlight a few key features if needed. 
• Use Cases or Examples: Real-world applications or case studies. 
• Call to Action (CTA): Next step you want the reader to take. 

Example use cases 

• Sales teams use solution briefs as leave-behind materials after a meeting. 
• Marketing teams publish them as downloadable resources to capture leads. 
• Channel partners share them with their prospects to quickly explain value. 

What makes a good solution brief 

• Focused on one solution for one main problem. 
• Customer-centric, not product-centric. 
• Simple language with minimal jargon. 
• Visually appealing with easy-to-skim layout (bullets, headers, callouts). 

‍

Why write a solution brief for your products or services? 

The success of a solution brief depends on the quality of the content, its relevance to the target audience, and how well you share and promote it. 

Get all this right, and you'll have a highly impactful piece of sales and marketing content for generating leads and driving business growth. 

Research shows there's no better time to start writing and promoting your own solution briefs. B2B buyers spend 33% of their time engaging with self-serve content throughout the buying process. In other words, thousands of business owners and senior decision-makers are now researching, comparing, and preparing to buy solutions before they even speak to a sales rep. 

And many of these prospects will be looking for content to inform their decisions. A study by the Content Marketing Institute found that content focusing on technical solutions and industry pain points is the most popular form of content for senior decision-makers. Their study found that more than 7 out of 10 (71%) senior decision-makers look for this type of marketing material during the first stages of their purchasing journey.  Making the solution brief an invaluable resource to have. 

Best-in-class solution briefs 

The biggest and most successful companies write solution briefs to communicate the benefits of their products and services, establish themselves as thought leaders, and differentiate themselves from competitors. 

Here are a few examples: 

IBM created a five-page technology solution brief for its IBM Cloud Pak for Watson AIOps. This AI-powered automation platform aggregates and analyses IT data, helping companies minimise service outages and fix issues faster. The brief explains the problem and impacts of IT outages, highlights how businesses will benefit from reducing cases, and then describes how IBM's platform is the ideal solution. 

‍

Stratus designed a two-page solution brief demonstrating how their zero-touch computing platforms help retail operations solve key challenges like unplanned system downtime. The brief highlights the problems retailers face and the key benefits of using Stratus to simplify IT management and troubleshoot issues remotely.  

‍

Dejero designed a two-page solution brief to show how their connectivity solution helps media production teams go completely wireless, giving them creative freedom to produce content from anywhere. The brief starts with common pain points like sub-par connectivity and heavy equipment transportation delays and moves on to the solution: cloud-based and remote connectivity for video production.  

‍‍ 

‍

How to write an effective solution brief 

Here's your step-by-step guide to writing engaging and persuasive solution briefs that convert readers into customers. 

‍

Step one: Identify the pain points 

Identify the problem(s) your target audience is experiencing and trying to solve. Remind them of how these issues affect their operations and the industry, and highlight their pain points to prime them for your solutions. 

‍

Step two: Present your solution 

Explain, in simple language, how your products or services fix your customers' most significant issues. Talk about product and service specifications, but the primary focus should always be on the benefits and impacts. For example, what does your product/service do for the customer? What problems do they solve? How will they make their lives and jobs easier? Focus on things like improved productivity, increased efficiency, or cost savings. This is what persuades and convinces people to buy. 

‍

Step three: Provide social proof 

Include real-life examples of companies that faced similar problems and how they solved them with your product or service. This kind of social proof is key to persuading buyers that your solution can solve their business challenges. Add case studies, testimonials from satisfied customers, and evidence of how other businesses have benefited from implementing your solutions. 

‍

Step four: Prove it 

Show and prove that your solutions are the answer by backing up your copy with relevant statistics. Use reputable sources for statistical data, and include charts or graphs to help illustrate your points. This can help reinforce the importance of the problem and emphasise the need for a solution, especially for more visual thinkers and learners. 

‍

Step five: Stand out from the competition 

Highlight how your offering is the best solution and how it differs from other available solutions. Explain the unique features and benefits and how your solution is superior to other options available. Use testimonials or case studies to prove how your product has helped other businesses overcome similar challenges. 

‍

Step six: Ask for the business 

Include a call to action (CTA) to encourage the audience to take the next step. This can be as simple as directing them to your website to learn more about your products or encouraging them to sign up for a free trial or consultation. Make the call to action clear and actionable so your readers know what to do next. The best CTAs are simple, direct, risk-free, and offer real value. For example, "Click here to sign up for a free trial. No obligation. No credit card details required." 

‍

Best practices summary 

• Start with a clear and concise summary of the problem(s) your solution(s) can solve. 
• Use statistics, case studies, and examples to illustrate the impact of the problem and the value of your solution. 
• Explain how the solution works, focusing on its benefits to your target audience. 
• Highlight your product's unique features and benefits, focusing on how it differentiates from other solutions in the market. 
• Use plain language, avoid technical jargon wherever possible, and make your solution brief accessible to a broader audience. 
• Get straight to the point. A great solution brief is no more than a few pages long. 
• Keep readers engaged by guiding them through the solution brief with clear headings and subheadings. Keep paragraphs short to make the text more digestible. 
• Encourage readers to take the next step with a call to action at the end. Ask them to schedule a demo, sign up for a free trial, or book a consultation. 
• Use diagrams, charts, or images to illustrate the key points. 
• Encourage readers to take the next step with a call to action at the end. Ask them to schedule a demo, sign up for a free trial, or book a consultation. 
• Proofread and edit. Then proofread and edit again. Do it one time, then once more after that. Then publish.

A solution brief showcases the unique value proposition of your business. By following the best practices outlined in this blog, you can effectively identify industry problems, explain the solution, highlight your product, and encourage your target audience to make a purchasing decision. 

‍

Let AXD help 

We are a sales and content marketing agency based in Manchester. Our business leaders and copywriters have experience in various industries, from SaaS to FinTech. We work with early-stage startups to scale-ups and Fortune 500 companies.  

So, whether you're a startup or a global brand, our international experts will give your content the edge, enabling you to open conversations, build relationships, and drive customer loyalty. 

We create content that illustrates precisely what you do and why you do it better than anyone else. It's simple. More clicks, more leads, and more sales. 

To find out more, book your free discovery call today. 

‍ 

‍

‍