In content marketing it’s a good idea to consider your customer’s stated needs when creating a campaign. You may decide things like color, size and shape, and how your product works. However, by just looking at their stated needs, you may find yourself in an ocean of competition, and missing out on important needs that the customer may not express or even know that they had.
I would suggest that you ask the question; What is the pain that my customer experiencing that would lead them to buy my product or service? Once you answer this you’ll probably come up with the stated responses that your customers share all the time. They will likely list the benefits, as well as some data about the product. They might like the color, or the size and shape. Once you write these down and set up a marketing plan for them, you’ll find yourself dead in the middle of your competitor’s marketing programs. Lots of competition here.
However, if you dig a little deeper and look at some of the pain that your customers are really experiencing, but not sharing, you have the start of a fantastic marketing campaign. Like the iceberg diagram above, once you look underwater at some of the hidden items, you can target those unconscious buying decisions that your customers use all the time to pick a product or service.
By targeting often unspoken realities like social dynamics, holistic solutions, and financial concerns, you’ll often find opportunities with little or no competition. You may find such oddities as a price point set too low, a color that has hidden meaning, or a name that has a unseen connotation. By asking specific questions and doing some A/B testing, you’ll be able to set up a solution that works for specific target groups that you specifically want to communicate with.
By creating a complete solution at a specific price point, you’ll be ready to launch a campaign focused on the emotional and practical needs of your intended audience.
It really comes down to a simple process. Identify the pain, create the solution, and market the results.
Here is a short video explaining the process.
Find the Pain.
By taking these unseen and often unmentioned pain points into account, you’ll be able to offer your customers a complete and custom solution that your competitors can’t touch.
Question: What pain points are your customers experiencing?
