Messaging that hits customers’ pain points is a basic premise of good marketing.
Let’s take an imaginary example. How much would you pay to have better-than 20/20 vision? Thousands of dollars? If you could have X-ray vision on top of that, would you be willing to pay tens of thousands of dollars? How about heat vision?
Maybe you would pay a lot for that. I’m betting most people could care less, though. The vast majority of us are getting along well enough with the normal range of human vision.
Now think about the hundreds of millions of people who have been quite happy to pay for glasses or contact lenses that will bring their vision up to 20/20. Eyewear can be pricey, but most people don’t think twice about shelling out $100 or even several hundred dollars for a nice pair of glasses.
The point is that people are generally willing to pay to fix something they perceive as broken. It’s much harder to sell something when they think they can do without it.
Crest White Strips offers a good example of a company that understands the real pain their customer is feeling and is offering a solution. Their first selling point is “start seeing results after just one day”. They know that their customers aren’t just looking for a brighter smile (which they can get from any number of competing products).
Customers don’t want to have to use these products for weeks on end without seeing results — and that is the pain point. They don’t just want whiter teeth; they want them now. The White Strips offers immediate satisfaction. Why wait? That’s why they’re successful.
In your website content and other marketing materials, always emphasize what the customer is missing. Focus on their pain point. Then offer your solution.
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