Good morning! Do you have one minute to read and one hour to do? If so, you can improve your small business’ marketing in a big way. Each week, we will provide new ideas. Grab your morning beverage and let’s get started:
This Week: Consumer Pain Point
Answering to a consumer pain point is the secret to good digital marketing.
Does your small business provide the answer to a consumer pain point? One of the best ways to get someone’s attention is to let them know you understand their pain point. Provide a solution to their pain point, and they are captivated. Put this technique to use in your marketing copywriting.
STEP ONE
Know the magic formula of problem, agitate, solution.
This “copywriting formula” has been around for a long time. The marketer introduces a problem that the target audience has, agitates by using vivid language to really show understanding of the issue at hand, and then offers a solution.
STEP TWO
Use the magic formula.
Think about how this formula relates to your own product. What do you do to alleviate your customer’s pain point? Take a moment to write or type out “your” custom formula.
STEP THREE
Implement this formula into your marketing tactics.
Start adding this formula in your various marketing tactics. You can use it for: social posts and ads, google ads, emails, website copy, blog posts, presentation, videos and more.
The copy produced by the formula will differ in length, depending on which marketing tactic you’re using.
For example, imagine you have a mobile app that allows people to bid on auction items for charity. It solves the problem of how to let people who are not at your event in person bid on items – thus tremendously increasing your audience.
Problem: Some event guests can’t bid on auction items because they are not able to attend the event in person
Agitate: Ask them to think about how much money that costs the event producer
Solution: Use of a simple mobile app that let’s your “entire” audience bid any place, anytime.
In it’s shortest form, it could be a social post:
“Tired of half your guest list missing the silent auction? We have an app that will make sure this is never a problem for you again.”
In it’s longest form, it could be a video or blog:
It begins with a detailed description of the problem, moves on to specific examples and emotions for agitation, and spends more time describing the details of a solution.
For best results, don’t forget to add a clear, concise, compelling and credible call to action to any of these tactics, short or long form.Som
Payoff: Now you’re speaking your audience’s language. You’re building trust by showing them you are listening and understanding their exact problem. You build sales by showing them you have the perfect solution.
(Next week we’ll discuss how to reframe this when your audience doesn’t have a pain point.)
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