In this week’s video, we’re gonna be talking about “Structuring Your Content Around Pain Points.”
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Finding your ideal client has never been easy. Yeah, there are various tools and apps that can help you find them. However, in my experience, there’s nothing better than tapping into their pain points and helping them find a reasonable solution.
I previously gave some examples of pain points in a previous article entitled “Leaked Document Suggests 23 Ridiculous Content Marketing Tips“. In that article, I gave a few examples of how small businesses could leverage the pain their clients were feeling.
1 – If they don’t get one soon the grass will grow too long.
2 – They’re on a budget and want the best bang for their buck
3 – Their wife is on their back constantly asking when this will be done
4 – They want to get started this weekend (today is now Friday)
If you are a local garden centre or lawnmower retailer, the chances of your local client purchasing from you are pretty high when you craft your content in this way.
You might be wondering why I suggested providing a link to Amazon. If you don’t have that particular lawnmower in stock and the client needs it now, they will probably purchase from Amazon (via your link).
You didn’t have what they wanted, but you suggested an alternative. If that client is looking to purchase more items, who do you think they will Google first?
Always link to a competitor as an alternative – you may think you’re promoting them but you are not. Your client will generally hunt around several websites before making a decision. The fact that you are mentioning a competitor will be respected and appreciated by this client.
1 – If they don’t clean the carpets the landlord will withhold their deposit
2 – If the landlord withholds their deposit, they will be short in providing funds for their next property
3 – They don’t have a lot of time to sort this out
4 – They have several other things to do before they move (time-crunch)
5 – They’re on a budget and didn’t factor in this extra expense
6 – They need a Proof of Clean receipt before they get their deposit back
Those were just a few examples of finding out a client’s pain points and then writing, producing and publishing content that could help them.
That’s pretty straight forward.
Start compiling a list of different complaints, gripes, advice etc which in turn gives you several ideas for new content to write about.
If you use this strategy of finding and writing about pain points. You will be 10 steps ahead of your competition.
When your client is carrying out a search online, their first thought is to find a solution for their problem.
In might not always lead to a lead or even a sale, but the fact that you are now on their radar places you ahead of your competition.
You can go even further and place tracking cookies for remarketing purposes if you like (that’s a topic for another article)?
That way, you may still be able to convert this potential client further on down the line.
So what do you think? Are finding out pain points useful in your business? Have I missed any out and what is working for you right now?
I’d love to hear your thoughts.
Feel free to bookmark this post for future use.
Des is a full-time online marketer who sells information products and a membership program. He tests and studies what does and doesn't work and then shares his findings on this website. He takes you behind the scenes of how he runs his business to help you market yours.
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