Find the customer problem and then offer your solution.
The bigger the pain and fear, the greater opportunity for your business or so they say.
But is this true?
I read an interesting article by Graham Jones – Fear is not a motivation to buy on the weekend.
He highlighted recent research that suggests the pain path may not be the way to go for every brand. In fact it could be stopping customers taking the action.
This makes sense and he debunks a key internet marketing aspect in his article as well so make sure you read the article.
When you focus on pain and solution unless you do research it can be difficult to work out where on the pain scale your customers are.
Is it mild frustration, a little niggle or does it feel like a full blown migraine?
If you don’t know you are left with making assumptions which can complicate your marketing.
Instead of thinking of pain perhaps there is an opportunity to look at the pleasure side.
It is not so much focusing on the benefits of your products or services. Instead identify the emotions that they want to feel as a person.
Then you are able to see how your brand fits, your difference, benefits etc.
By looking at the pleasure side of the emotions it gives you an opportunity to help your customers deepen the emotional feeling with your brand.
It also makes it easier to communicate your difference versus competitors. And it adds simplicity for your business and customers.
This way does not apply to every single market as some do need to hone in on the problem or pain aspect.
However if you think your products or services may benefit from looking at the pleasure versus focusing in on the pain why not try it and see if it makes sense.
As always would love you to share your thoughts on this.
Want to use simplicity to grow your business? To find out more simply Click Here