You do this by addressing their core pain points.
However, it’s not just as simple as that.
Here’s how to correctly address your customers’ pain points with copywriting and content marketing.
Upon reviewing what they were sending out, the copy wasn’t bad, but it was making one big mistake when it came to demonstrating the real benefits of their products.
Their mistake was incorrectly addressing their target customers’ pain points.
What is a customer pain point?
Whatever your brand provides, people only buy it when they see it fulfils a pressing need they have – it’s Marketing 101.
If you want your business to be successful and your product or service to sell, you need to know exactly what these pain points are.
Why are customer pain points such a big deal?
In other words: you haven’t communicated WHY they should be interested
Because they are the essential leverage points for powerful copywriting and successful marketing.
Once you correctly identify your customers’ pain points and explain how your product is a viable solution, you will increase your brand’s relevance in their eyes.
Then, they’ll actually want your products or services.
If you create campaigns about communicating how you help them overcome their problems, you will inspire your customer to take action.
How to effectively address your customer pain points
This sounds so strange, but it’s true. Let me explain.
1. Your customer knows their pain points
For example, they need transport and they’ve decided they want a fuel-efficient car to match their modest budget.In this case, the focus of your copywriting and marketing content should be on building awareness that your brand is a perfect solution to their search.
So, in the car example, if you’re a brand like Honda, you need to run Marketing initiatives and product content that demonstrates how your cheaper range is ideal for their needs.
Do this correctly, and you’re going to drive traffic, gain attention and make sales.
2. Your customer DOESN’T know their pain point yet
In this scenario, if Honda tried the same marketing and content about their cheaper range of cars (like the above), the customer would recoil and ignore everything.
Why? Because it sounds like you’re direct selling as they’re not ready and open to you.
Instead, you need to run Marketing initiatives and produce content that first helps them understand the potential challenge they’re facing – this is educating.
A customer only buys when they first have a pain point
These are all linked to “pain points” underneath, and that expensive watch brand knows it- even if you didn’t.
This was what my client’s EDMs were doing wrong – they were selling the solution to a pain point that their customers weren’t aware they had.
For example: imagine if you started receiving newsletters about how AI can produce you more leads via your website. If you knew what your website was underperforming, and you understood the basic principle of AI, then you’re probably open to looking at your options.
In this case, addressing pain points by building brand awareness around how it can solve your problem will be an effective approach. You may consider taking action.
However, if you had no idea what AI was and how more leads would increase your revenue, then the minute you received content about how a brand of AI can help, you’d immediately be opposed, because it’s not relevant.
In that case, it’s essential to first run an education campaign to help customers understand that there is a need there first.
How does copywriting help address your customers’ pain points?
Oh, and by the way – that client is now very happy that, after a few tweaks, their EDMs are now working effectively. That’s because they’re now addressing their target customers’ pain points effectively.
How Can Melotti Media Copywriting Help You?
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Message Marketing Bureau