“How do I know if something is a pain point for a client I should address, or if it’s just something they want to have solved?”.
The first thing I would say is, if this is something a client wants to have solved, it’s inherently a pain point. And if they’re looking for a solution, there’s going to be a lot of emotion involved in reaching that point.
Let me give you some examples here.
Maybe you’re a makeup artist receiving the request for “natural makeup, nothing over the top”. While this sounds like a straight-forward booking because, of course you know how to do that, how can you reassure the potential client that you are the one that can be that solution? How will you build trust that you’re not going to make them feel like they have a “face full of makeup”? You need to build that reassurance and trust through the imagery you share and the way you describe your approach. Once they’re convinced, then they’ll make the “straight forward booking”.
Let’s say you’re a florist and you do weddings. You have a lot of typical clients whose pain point is “I just want beautiful flowers at my wedding”. (They’re not big on the details.) In order for you to show them you’re the solution to their pain point, you have to build trust, provide reassurance and prove your reliability. You’ll do this by talking about bloom selection, bouquet styles, seasonal availability, and so on. By communicating this through your marketing, you’ve proved you are able to take care of all the details they’re not invested in. It’s only AFTER you’ve ticked those boxes for them will they make an inquiry with you.
Perhaps you’re an artist and your typical client “Just wants a piece of art for my lounge room”. This sentiment often leads people to assume their ideal customer is only interested in the perfect, finished product. But how will you get them interested in your finished product in the first place? By sharing your process so they can become invested in your creativity, your use of colour, your inspiration. Buying art involves finding something you’re drawn to, connected to. Give people the opportunity to connect with you, the artist.
Remember; serve, serve, serve, sell.
At the end of the day, no matter how objective we like to think we are, we’re first and foremost influenced by our emotions.
THAT’S when you’ll be given the opportunity to be their solution.