How To Use Your Customers Pain Points
Janice Means Friday, August 11, 2017
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How to use your Customers’ Pain Points to see your product/service as their solution! 5 Steps to stand out
NOTE: Marketing with JR focuses on common sense marketing normally in the offline world.
However, many of the same strategies used offline can be aligned with online processes. This one is no different. We’ve included ideas as for how to apply these to funnel(s) after the main article.
In today’s world, making your message stand out from the crowd is always the challenge. You need to be able to connect with your potential customers. These next few steps are frequently used to create traditional marketing materials (brochures, magazine ads, as well as websites). This adds the upfront effort you need to fully use the Marketing Equation: Interrupt, Engage, Educate, and Offer.
1. Identify your customers’ Pain Points.
This step is your work. Understand the problem that your product/service solves and then translate it into the pain point(s) that your customers experience. Make sure you use their language so that it’s relatable.
Ex: Therapist specializes in children with behavior disorders. The customer is the parent and/or guardians. The Pain Point for the parent/guardian is chaos in the home/school/out. There is frequent yelling and not listening.
2. Ask the customer about the Pain.
This is your interrupt or Awesome headline. Your job is to get into your potential customers’ heads. Connect with the pain that you know many of them are already experiencing.
Ex: The therapist uses: Is dinner time a time of chaos, of screaming and crying?
3. Describe to them how life/business would be different without the pain.
This is your engage. Paint a picture for the customer how life/business can be different.
Ex: The therapist uses: What if I could show you, in just an hour, how to change the dinner dynamic? What if everyone sat at the table, ate calmly, and spoke to each other in a normal tone of voice? Would that be an experience you would prefer?
4. Show them most of the solution.
This is your educate. You want to tell the customer enough about the solution if it’s a service or possibly all of it, if it is a product for them to see that it could be possible to remove their pain (or part of their pain).
Ex. The therapist says, with our first session together, I can reduce the dinner chaos. My program works with both the children and parent/guardian. We develop an accountability piece as well as strategies to shift the dynamic. And, we guarantee a difference is experienced after the first visit. If not, a second training visit is provided for free.
5. Tell them how to buy the solution (your product/service).
This is the offer.
Ex. The therapist provides an online intake form and/or a phone number to allow the customer to schedule their first training visit. The intake form provides all the fee information as well as possible insurance coverage. The receptionists are trained to provide the same information for those that prefer the phone.
For a funnel, you should know the Product Launch Funnel already. You still need to do your homework and identify your customers’ pain points. After that … the four steps of the marketing equation align directly with the funnel.
Video 1/Wow + How = Interrupt
Video 2/Transformational Education = Engage
Video 3/Ownership Experience = Educate
Video 4/The Offer = Offer
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