Not getting enough inquiries in your business?
→ It might be because your ideal clients don’t understand how you can help them solve their current problems or challenges.
So how do we fix this? The answer is through understanding your client’s PAIN POINTS. (Yes… they will always have more than 1 pain point.)
When it comes to marketing, a pain point is marketing talk for struggles or challenges that resonate with your target audience / ideal client.
The trick is to focus on pain points from your CLIENT’S PERSPECTIVE. What *they* perceive to be the challenge — not how you perceive it.
→ In order to be successful, your services will need to be able to resolve your ideal client’s challenges. Your business needs to be their SOLUTION.
Here’s a quick example:
From my perspective as a copywriter and marketing strategist, I could say that my clients struggle to use clear and concise language, consistent messaging and effective calls to action in their marketing and website copy.
That is absolutely NOT how they would communicate their challenges with me. Instead, they would say:
Can you see the difference? You have to put yourself in your clients’ shoes and speak their language.
This is challenging to do, I know! I spend a lot of time in my Strategy Sessions helping my clients get clear on the pain points of their target audience — but once you do, EVERYTHING else when it comes to marketing is a whole lot easier.
Here’s some examples of a pain point for the ideal clients of 3 different businesses.
Makeup artist: “I never wear makeup and I’m worried I won’t look like myself in photos if I have a full face of makeup on!”
Photographer: “The thought of standing in front of a camera makes me really uncomfortable. How can I find a photographer that won’t make me pose?”
Pilates Studio Owner: “I really want to try pilates but the machines look complicated & intimidating. I wouldn’t know where to start.”
Important reminder! Always tackle pain points from the perspective of your client. Not your perspective.
Contact me here if you’d love to sit down together (in person or via Zoom) and work on understanding your target audience better.