Connecting with your customer can be quite challenging.
They are bombarded, time-poor and highly distracted. This means you have to connect in a relatable and relevant way if you want them to share their precious attention with you.
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.
One of my clients came to me this week with a problem.
“Chris, our brand is having no luck with our EDM campaigns.”
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?
A customer’s pain point is a current challenge or issue they’re facing in their lives which drives them to look for a relevant solution (hopefully, that solution is you!).
It can be as simple as being hungry and looking for a restaurant, or as complicated as an emotional need to belong and seeking a new career, community group or hobby.
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?
Identifying your customer and understanding their core challenges is crucial – but it gets overlooked so often.
Brands often try to force their range of products and services onto their poor audience and wonder why it’s such hard work. It’s because you haven’t given them an answer to the first question a customer asks: “what’s in it for me?”
In other words: you haven’t communicated WHY they should be interested
If you’ve read, listened to or watched my content before, you’ll know I focus a lot of attention on customer pain points.
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.
People hate being directly sold to when it’s not on their terms, however, if you offer a relatable and compelling message, you will spark their interest and earn their attention.
How to effectively address your customer pain points
Ok, so how do you do it?
It all comes down to if your customer is aware of their pain points or not.
This sounds so strange, but it’s true. Let me explain.
1. Your customer knows their pain points
In this situation, they know they have a need and they want a solution.
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
This happens a lot too.
Your customer may have a pain point that they’ve not identified before. For example, they need transport but haven’t really given it much thought.
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
The quicker you understand this, the better.
No purchase is truly ever on a whim. There is always something that spurs someone to buy. For example, you may think that buying an expensive watch was an impulse buy, but really, you bought it because you wanted to impress people, you understand the status it can bring, and it’s a treat for recent hard work.
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?
Simple! Whether your customers need to be educated or made aware of your brand so that you have relevance in their lives, copywriting can provide this.
A professional copywriter can help you create the right connections to get your message across effectively and earn the results your business deserves.
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?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
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 Marketing Solutions
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