Pain Point Content - Get 'em Where It Hurts!

Which are you more likely to respond to:

A) Squinting can cause premature wrinkles on your face. We can help.

B) Buy our sunglasses!

Most would go with A. Why? Because you don't need sunglasses for the sake of sunglasses (unless you're Kim and Kanye). You need them because the sun makes you squint and you don't want wrinkles (that's the pain point). When you decided to start a business, you did so because you had a product or service that you knew people needed. They had a need that stemmed from a problem - that problem is their pain point. Marketing around the pain point is more likely to get a reaction from a buyer. Here's some tips to uncover your customers' pain points.

From a blog by Spokal:

1. Ask Your Existing Customers

One of the easiest ways to uncover your customer’s pain points is simply by asking an existing customer.
You can do this through a one-to-one interview, sending out surveys, or asking them questions about their biggest challenges that they face. If you’ve been in business for any length of time, you probably already have an idea what your customers struggle with so you can frame the questions you ask your customers appropriately.

For example, if you’re in the pet food industry, you might ask your existing customers:
- What challenges do you face on a regular basis with regards your pets?
- Are there any underlying health issues that your pets have that causes you concern?
- What is your biggest struggle when choosing appropriate food for your pet?

2. Use Existing Pain Points As A Way To Tease Out New Ones in Prospective Customers

To discover what a prospective customer’s pain points might be, use your understanding of the common pain points that your existing customers already have and frame the discussion in a way that allows for the prospective to customer to either agree or disagree that they have these problems.

For example, you might say: “we’ve found that our customers have trouble with understanding what keywords they should be focusing their efforts on. Is this something that you struggle with?”

By giving prospective customers a starting point, you’re directing the discussion to pain points in relation to your industry. At this point your prospective customer will either agree with the existing pain point (which is still useful to validate that the pain point exists, and that your product/service can help solve it), or they’ll expand and/or disagree with the suggested pain point, therefore, providing you with new information.

Read the third tip here. 

We live in an age where content is king and everyone knows it. The content that spreads organically is quality content that people care about (or funny cat videos). You need to create content that rises above the white noise of everyone else. Front Burner Marketing can help. We are content experts. We take our work seriously and that means doing our homework on the best content, delivery vehicle, and timing to get your message in front of the best possible prospects. Contact us today to get started.