Why will a customer contact you? Because they have a problem they want you can solve. In marketing terms, this is referred to as a pain point, and it?s one of the most important points to understand when it comes to marketing your business.
One of the best ways to attract new customers is by highlighting the problems, or pain points, your potential and current customers are experiencing. More importantly, it?s showing them how your products and/or services are the best bet for solving those problems.
Before you can address the paint points, however, you must first understand what they are and how they impact your potential clients/customers. This means understanding who they are and what motivates them.
Over time, by solving these issues, you create trust with your base of clients and give your audience a reason to keep coming back. From there, you?ll begin to see additional benefits to identifying and solving pain points:
Turn Customers into Advocates
When you take the time to understand your customer?s pain points and properly address them, you earn their trust. This puts you in a good light with your customers and encourages them to refer their friends and family to you.
Return customers create the floor of your business. Advocates, however, give your business a higher ceiling because they introduce your business to new, paying customers.
Better Showcase Your Services/Products
Your services/products are how you solve your customer?s pain points. When you properly address their issues, it makes you invaluable in the eyes of your target audience. They begin to see your services/products as an essential part of their daily lives.
Help Your Products/Services Evolve
Your audience?s pain points evolve over time. And if you want to continue to serve your audience and remain relevant, you must evolve as well. Failure to evolve means you will lose out to your competitors.
Let?s look at one of the best examples out there: Blockbuster versus Netflix. Netflix started out as a company you could rent videos from via mail, but they evolved with the needs of their audience to become the streaming goliath we know today. Blockbuster failed to understand and meet the changing needs of their audience and lost out to their competitor. Now, Blockbuster, outside of a singular location in Bend, Oregon, does not exist.
Content Marketing Becomes Easier
Trust me when I say that understanding your audience?s pain points makes it easier to promote yourself and your business. When you understand the problems your potential and current customers are experiencing, you have a shared language you can use to show them how you can help them.
Creating marketing content becomes easier because you can speak to the problems your customers are experiencing, how those problems impact them, and, more importantly, how your business addresses those problems. And you do so in a way they can not only relate to, but in a way that motivates them to take action.
Stand Out from the Competition
Unless you develop a brand new technology, chances are you?re in an industry with competition. The more competition there is, the tougher it can be to stand out.
However, everything I listed above helps you stand out from your competition. When you create better marketing content, consistently evolve to meet the needs of your customers, have products and services that actually work, and have customers who become advocates, you will have a business that stands out.
Because it does what other business claim to do, but not many actually do: care about what their customers care about. And that?s something people can really connect with.