What’s in it for me? Is this product/service going to resolve a current challenge I’m facing?

If you are uncertain about who these types of questions are aimed at and why they are being asked, you have come to the right place.

Truth be told, when your customer is presented with your product or service, they will be asking themselves these questions before they hand over any money. The sooner you become familiar with this, the better.

Any marketing agency will tell you that addressing consumers’ pain points is the number one priority when starting a business. If you are not helping people with some kind of problem, they will not seek you out, nor will they become faithful customers.

Customers’ pain points should drive your copy on every platform. Though, how do you manage that? Below, you will find all you need to show you how you should be addressing customers’ pain points when creating copy.

Firstly…

It is crucial to understand that humans are generally more influenced to take action when feeling fearful than anything else. This is precisely why pain point-focused copy is significant for your business. If you are set on encouraging people to buy from you, target the areas of their life that require fixing and build on that.

Two-Way Communication

Often, businesses forget that their target audience is actually human beings, with feelings and opinions. This is dangerous because you target a specific group for a reason, and you should want to hear from them to ensure your product or service aligns with their needs and wants.

This is where the importance of two-way communication comes into play. Unfortunately, you cannot suddenly develop a product, force it onto people, and believe that it will be successful. That is not the way the world works, and consumers appreciate getting to have their say.

This is not only helpful to the customers, though, but it is also extremely beneficial to your business. If you get your hands on information directly from the target audience, you will already be on your way to selling a product/service that is in demand, with the copy to match.  Only by implementing two-way communication tactics can you build an SMS marketing campaign and email strategies that can be successful.

The Famous PAS Trick

You should get used to seeing this term because it fundamentally sums up all the points included in this article. PAS stands for Problem, Agitate and Solve. This should be followed whenever creating copy for your customers.

The Problem is obvious; depending on your audience and the product or service you offer, their pain points/problems will differ. However, you will be familiar with each one of them after doing market research. This is your chance to explicitly make it known to your customers that you understand them and want to help them.

The Agitate point is where you will bring some emotion into your copy. You have identified the problem, but now you need to gently expand on the feelings involved with what your customers are experiencing. There needs to be a genuine understanding between you and them.

The last point is the Solution, the happy ending to the story. Here is where you can finally alleviate your customers from the pain and offer them the thing that will take it all away. This is where your copy, product, and business become the hero and make the sales.

Use The Language They Use

Following on from two-way communication comes using the language your customers use. When creating your copy, it needs to be evident that you understand their pain points and are here to help them or relieve them somehow. This is best achieved by using the language that they use.

There are many ways you can get a hold of this information. For one, you can ask them directly to spend a couple of minutes explaining their pain points, whether that is through email, using a linked form, in direct messages, and so on. From here, you can study the words and phrasing they use and mimic this in your copy.

This will indicate to your customers that you are consciously listening to what they have to say and consider their pain points enough to address them in a way that feels familiar and comfortable to them.

Approach The Pain Points Gently But Clearly 

Approaching the subject too eagerly or matter-of-fact can come off harsh and insincere. If you are trying to get your customers to trust you and buy from you, you want to make sure that they feel comfortable and are not entirely caught off guard.

Equally, though, you also do not want to waste the customer’s time or lose their attention. For this reason, keeping your copy clear is essential. There are so many distractions happening at once, and the pace of information today is crazy, so you need to ensure you get your point across distinctly.

Your copy is focused on people, while your business is focused on the product. When creating your copy, put yourself in the customer’s shoes and ask yourself how you would like to be spoken to if the roles were reversed. Let this lead you to maintain a people-focused copy strategy.

With your top-of-the-funnel customers, assuming that they are aware of how great your product is already will not get you anywhere – create your copy with the intention to touch on their pain points and push how your product/service can help this. Whereas, for lower funnels, your copy will be treated differently as they are more familiar with your offering. However, they may have different levels or kinds of pain points that will be equally important to address.

The critical thing to remember is that your audience is people, and they will likely rely on you to fix some sort of problem in their lives. Keep in mind the PAS acronym and refer to it whenever creating new copy. You will not be disappointed with it when your target audience resonates and convert into paying customers. With all of this in mind, you will be able to address customers pain points in clear, sympathetic and effective ways.