Isn’t it annoying to create content, put it out there, and then hear crickets?
You spend all this time designing and writing great stuff. It could be a blog article, website, sales page, email newsletter, or social media post. But when it goes out, no one responds.
You wonder why people aren’t reacting – for some reason they’re not connecting to your message.
As a business, you have a product or service that solves a problem. You expect that if you just put that solution out there, people should naturally be drawn to it, right?
We know that doesn’t always happen. And one of the main reasons is that we’re just missing the point completely.
It’s easy to assume that you know what your customer’s problem is – but many times you don’t. And even if you do, you’re not talking about that problem like they talk about it.
Know Your Customer’s Pain Points
“Pain points” is a phrase used a lot in marketing to describe the needs and wants that a customer has. It’s the problem they struggle with, whether it’s real or perceived.
In order to reach someone with your message, and ultimately your product or service, you need to know what their pain point is and how they talk about it.
But most of us just guess at it and wonder why our audience isn’t responding. I know, because I’ve done it. And I inadvertently continue to do it from time to time.
But we’re not left in the dark. People are already telling you what their pain points are. They’re being very vocal about it all over the internet. If you could tap into that, you would be able to speak directly to your potential customer and give them exactly what they want and need.
Here’s where to look for pain points:
1 – Google Search Suggestions
When you need something, you do a Google search. It’s part of our culture. And because Google keeps records of all searches, you know what people are asking.
Just type your topic into a Google search. Then scroll to the bottom of the search results and you’ll see some phrases in the related search results section.
These are actual searches that multiple other people have made, and it gives you a good idea of what they’re asking on that topic.
2 – Facebook Groups
Facebook groups are where you’ll find the most passionate people on a topic. People use groups to ask questions and share useful information.
Search for groups in your industry within Facebook and join a few of them. Make sure they are fairly active with people posting questions regularly, but avoid groups where people just post spam links.
Feel free to interact in the group, but don’t join to promote your own business. Watch the questions being asked and the comments that follow – it’ll give you a deeper insight into what people actually have questions about.
3- LinkedIn Groups
LinkedIn groups function very similarly – people in the same industry or with similar interests join a group to network, and get help and support.
In LinkedIn, search for groups where your target market would join and do the same thing.
Follow the questions being asked to get a better idea of what your potential customers would actually want.
4 – Forums
Forums are the perfect place to discover your questions in a very specific industry. They’re also great because the only reason people go to forums is to have their problems solved.
Search “[your topic] forum” and you’ll see websites come up that have forums in that topic.
In those forums, you can see the exact questions people are asking and they’ll often go deeper into explaining their pain points.
5 – Reddit
Reddit is a kind of a social media forum. It’s organized into multiple forums and sub-forums (called sub-reddits). These sub-reedits can get super specific.
You’ll find a forum for just about anything on Reddit. Good questions and answers get pushed to the top of the threads, so you can see why people are talking most about.
6 – Quora
Quora is like a universal forum. It’s the most popular and people ask questions about everything. Since it has such a broad user base, you’ll be able to see what people’s biggest pain points are based on how often that question comes up.
Just search for any topic in Quora and you’re bound to find multiple questions about the same thing, but just worded differently. It’ll help you see how people are describing their problems.
7 – Blog Post Comments
Blog post comments are great because they reveal what additional pain points your target market has. Comments often ask additional questions or clarifying questions – indicating that something was missing in the solution provided.
Search for the question you think that your potential customer might ask. Go to some of the articles in the search results, and scroll down to the comments. Look specifically for comments asking questions, and even follow the thread for follow-up questions.
These are ideal customers, because, they’re taking interest in the topic and have taken the extra steps to know more.
Now you know that you don’t have to guess at what your audience wants and needs. They’re already voicing it, and they’re voicing it in a lot of different places.
Before you create any content, whether it’s an article, email, web page, or social media post, think through what message you want to communicate. Then look in one of these places.
When you know what your audience is struggling with, and you know how they describe their problem, you’re set up to be their best friend.
Speak directly to their pain points. Use the language they use. When your audience feels like you already know their thoughts, they’re more likely to trust you, which results in more engagement, leads and sales.
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