I’ve worked, advised, delivered talks or partnered with a growing list of big orgs. Want to add yours to the list?
Ever think to yourself, how do some products and services get it so right? Why do some companies drive a constant stream of customers, ready and willing to spend? It’s because at every corner of their development to the execution of their growth strategies, they’ve become the remedy to a situational issue, that their market may not have even known existed (or just taken for granted).
Everyone has problems and they’re looking for the silver bullet. In fact, solving those problems has been the key to product creation and marketing, well before the internet.
[Tweet “Everyone has problems and they’re looking for the silver bullet. @TomerGarzberg”]
These problems, are in fact ‘pain’ points, and not necessarily in the physical pain space.
What we’re talking about, is solving an existing and saturated problem in a target market large enough to validate your idea and drive consumption upwards.
[Tweet “Solve an existing problem in a large target market to drive consumption upwards. @TomerGarzberg”]
What is pain?
As humans, operating in a civilised world, we all experience the pulls and pressures of the demands of work and personal life. With only 24 hours in a day, we generally don’t have the time to sit and wallow in inefficiencies and time-vacuums. So we look to make it better. We aim to make both the menial and important things work better for us, leaving us with time to spend with things that matter the most.
Most pain can be separated into four specific ‘squeezes’:
[Tweet “Most pain can be separated into time, professional, family and social squeezes. @TomerGarzberg”]
The thing about pain is that it’s a real thing that exists, and without a solution, that pain persists indefinitely. That’s pure market validation right there. Bringing a product or service to life and addressing a squeeze point better than anyone else has attempted to, is one challenge. The major challenge is communicating the right solution, to the right market and addressing the severity of their pain to trigger an influx of customers and help them spread the solution you’re pushing.
What can the severity spectrum tell me?
Each pain point has a severity. That severity determines how hungry and receptive your market will be when presented with your product. Depending on where your solution fits on the severity spectrum, will define the angle of your conversion-based marketing.
[Tweet “Severity determines how hungry your market will be when presented with your product. @TomerGarzberg”]
The best part of the severity spectrum, is that with the right language cues and targeting, you can intelligently upgrade your severity to solve problems with a more diverse approach.
Take for example, Uber, which essentially is providing a taxi service by allowing every day citizens to share their ride. Their approach to market severity could have happened in many ways:
If you look at the market pain point Uber came in to solve, it’s easy to see they weren’t really “required”. Even without taxis, there is always public transport (no matter how inefficient that sometimes is). Uber saw a gap in explicit severity, and set about creating demand around that pain point. They differentiated themselves from the word ‘taxi’ and positioned themselves as a more effective, fun way to get around.
Why does targeting (and solving) user pain work?
Your product or service NEEDS to solve an existing issue, and it needs to do it better than anyone has tried to do it before. While most products will naturally solve a problem somewhere along the severity spectrum, there’s an incredible opportunity to amplify a user’s pain point to make them believe that the pain is much more intense than it really is.
This works because pain is the focal point of our existence. We natuarally zero-in on our own problems (whether they’ve been known to us or introduced to us) and aspire to reduce or remove them from our lives.
[Tweet “Solution targeting works because pain is the focal point of our existence. @TomerGarzberg”]
By focusing on delivering the solution to a customer’s pain, they’re more inclined to convert with far less reservations and buyer’s remorse. It’s about shifting your product or service from the ‘want’ category, to the ‘need’.
For example, when tax time rolls around, there’s an abundance of paperwork and administration work involved. Smart SaaS accounting companies deliver timely messages to their potential customers.
They would use:
By tweaking your message to the right audience and displaying it via the right channel, you’ve got an upper hand in driving conversions at a much faster rate than simply trying to convince people to give your initiative a go.
How do you find our target market’s pain points?
[Tweet “Find audience pain with keyword research, public forums & explicit questioning. @TomerGarzberg”]
How do you craft pain into your call-to-actions and headlines?
I recently wrote a blog titled ‘Are your headlines/CTA’s missing these 5 highly converting tricks?’, which goes into learning your target audience before crafting a call-to-action or headline. It also touches on the imporance of being human and relating to your customers, trigger words, and urgency.
Now that we know about how to leverage pain, we can start to craft an emotionally-charged, highly clickable/actionable call-to-action or headline.
[Tweet “Craft a pain-focused, emotionally-charged, highly actionable call-to-action. @TomerGarzberg”]
Here’s a hypothetical result from the questionnaire above, revolving around ‘brushing your teeth’ (which are no real thoughts of my own, they’re just for fun. For the record, I take pride in dental hygiene!), and we’re assuming the majority of respondents felt similar:
Now, assuming we’re in dental tech and have come up with a ‘tooth-brushing drone’ that is a much faster way to brush your teeth (and that actually does a good job), we can extract the overarching pain present in the questionnaire:
So we can leverage time, repetition and quality. A few good call-to-action/headline experiments could be:
Note I always use the pain point in a question-based setting. It humanises the pain and has the person reading it actually ask themselves while doing so, followed up with the pleasure of having that problem solved.
We all have pain points. Drilling down and extracting an understanding of them is a powerful method of attracting the right audience, at the right time, and driving more quality leads into your conversion funnel.
[Tweet “Leverage pain points for better quality leads through your conversion funnel. @TomerGarzberg”]
Do you leverage pain in your business? Do you have any other tips for using pain as an activator? Drop a comment below!← BackNext →