Should You Use Customer Pain Points in Your Marketing Strategy?

The million dollar question that everyone has a conflicting opinion over. Should you market to pain points when selling in your online business? 

Whilst some people will tell you that using customer pain points to promote your services isn’t right, I believe that in order to show your ideal clients that you really know them on a deeper level, you need to touch on them so that they feel seen and heard. 

HOWEVER, there is a fine line and this is where your messaging comes into play. 

Talking about pain points in your marketing too much can absolutely start to attract people on struggle street…so you need to learn how to nail them, without dwelling on them too much.

There’s a right way to talk about someone’s pain points so that:

1. They don’t feel bad about it 

2. You can educate them on what’s causing them so that you can lead them towards a solution

3. You still attract people who are ready for change

Right now I know you’re not making many sales from your content and to be honest, it’s probably because you’re not exploring your ideal client’s pain points enough and they don’t feel like you really “get” what they’re going through. 

When you learn how to do this effectively and empathetically, your DMs will start to blow up with people who want to work with you. 

What are Pain Points in Marketing?

First things first, you need to understand exactly what pain points are…because a lot of people do get this wrong. 

A great way to understand pain points is to imagine yourself going to the doctors. 

When you go to the doctors you tend to describe the symptoms of what you’re experiencing rather than going in and saying, I have XYZ condition. 

Customer pain points are those symptoms.

They’re what your ideal client is experiencing day in and day out and the more specific you can get with them, the more effective your marketing will be. 

If you have no idea what symptoms your ideal client is facing right now then it’s time to go do some market research.

Examples of Customer Pain Points 

As a starting point, here are some examples of pain points your customer may be feeling right now. I’ve just made these up so I can’t tell you enough how important it is to actually ask YOUR audience how they’re feeling and not to copy these as they could be different. 

• Not making enough sales even though they’re showing up daily
• Poor website traffic after paying thousands for a fancy new website…they’re feeling disappointed
• Feeling embarrassed about their DIY Canva brand that affects them showing up daily because other people’s brands seem to just “pop” unlike theirs
• Not knowing how a specific marketing platform works, which leads to overwhelm and feeling nervous about trying the platform our because they’re worried they’ll get things “wrong”

As you can see from these examples, they’re not just one word issues like fear, overwhelm, shame. 

They’re more in depth, they go wayyyy deeper than most people do and is why this plays a key part of my content sales system which I share in my membership, Social $ales Society. 

Doing this, going deeper, stepping away from those surface level pain points is the first step into transforming the way you create content for your audience.

How to Use Pain Points in Marketing Without Overdoing It 

So, how do you use pain points in marketing without going too far? Like I said, we don’t want to attract people with a long list of reasons why they “can’t” do something.

Well, it’s simple. 

You need to start to implement value-based selling into your content marketing strategy. 

Value based selling is essentially learning to sell without selling meaning you’re not just ramming your offer down your audience’s throat and saying, buy my thing, you’re taking them on a journey, showing them why what they’re doing right now isn’t working for them and is the route cause of their “symptoms” and letting them know how they can fix it. 

This sparks curiosity in your audience’s mind and makes them want to know more…without you saying, this is my offer, it gives you xyz and this is the price, buy it now. 

Because let’s face it… that’s kind of boring. 

When done right, value based selling touches on your customer pain points enough to make them matter but not so much that it attracts people who don’t take action. We complement identifying pain points by tapping into their desires, the end result they want to achieve and how your service is what will get them there.

Using the Social $ales System 

Which is exactly what I teach in the Social $ales System. A unique content creation framework for implementing value-based selling which shows you exactly how you can touch on pain points, go deeper with your content and sell every day without selling. 

It also helps you to create content en masse…without feeling burnt out or overwhelmed, through systemisation of your content creation processes and having a content strategy led by what you actually want to sell.

And you can learn it for free inside my community. 

Head over to the Consistent $ales Community and under guides, look for Social $ales Power Week, a completely free 3 day training which breaks down my exact formula Strategise, Systemise and $ell out your offers. 

Hope to see you in there and in the meantime, let me know below if you’ve used pain points in your marketing so far and what results it’s brought. 

Speak soon,

Claudia xx