The best products solve problems, either by offering a solution to a problem that’s never been solved before or by offering an entirely new way of doing things.
Consumers don’t care how great your content and your products are. What they’re looking for are solutions to their problems.
That’s why you need to pay attention your audience’s problems. They are your best choice when attracting more potential customers for your physical store or e-commerce website and generating more revenue for your business.
All you need to do is find the challenges your audience is facing. When you search for topics and product ideas that will help you achieve your goals, they will provide you with guidelines to follow.
A pain point is a specific problem that prospective customers of your business are experiencing. Here are the five main types of pain points:
Viewing customer pain points in these categories allows you to start thinking about how to position your company or product as a solution to your prospects’ problems, and what is needed to keep them happy.
Many prospective customers’ problems are layered and complex, and may combine issues from several of our categories above. That’s why you need to view your customers’ pain points holistically, and present your company as a solution to not just one particularly problematic pain point, but as a trusted partner that can help solve a variety of problems.
No matter how much data you have access to, focus on talking directly to your target audience. Here’s a round-up of the methods we’ll be going over:
Although many of your prospects are likely experiencing the same or similar pain points, the root cause of these pain points can be as diverse as your clientele. That’s why qualitative research is a fundamental part of identifying customer pain points.
Regardless of what’s causing the pain, you now have a pain point you can counter in your marketing. Remember our list of pain points from earlier in this post? Let’s take a look at the pain points we identified, and see how we could address them in our marketing:
It’s important to remember that you can’t “prove” you are capable to ease your prospects’ pain, and what works for one customer may not work for another. That’s what makes social validation so crucial when using customer pain points in your marketing; word-of-mouth recommendations and user reviews become much more persuasive when a prospect already believes your product or service could make their life better.
By now, hopefully you have a better idea of what your customers are really trying to do when they’re looking for companies or products like yours. Although many customer pain points are similar, there’s no one-size-fits-all solution to solving your customers’ pain. Fortunately, nobody knows your customers like you do, so dive into your research and start helping your customers accomplish what they really want to do.
It’s a much more effective way to go about planning your business in the long run. While you can’t guarantee you’ll earn more revenue this way, you’ll at least know you’re creating solutions for topics you know your audience cares about.