How well do you know your potential clients, more so their pain points?
Why is this important to know? Just recently I was talking to someone about their niche as they were not too sure how to attract clients. So I asked them a few questions…
- What business are you in?
- What specifically are you having trouble with in regards to your niche?
- If I was to ask you “what do you do?” how would you answer that?
- And what problem does that solve? like why would I come to you? whats my pain point and reasoning for using your services? (like how would I/others know they are out of alignment?)
I was given all the information and they know their stuff. But none of those answers were specifically addressed on their website. So it was not a case of not knowing the niche but that the message was not even present.
Chances are you’ve developed at least a simple client avatar. You know the avatars business, age, income and education levels. You know where they live and how many kids s/he has and what their biggest dreams are.
But do you really know what drives them? Do you know the point points and chances are that you do but have you addressed them? Have the they been called out on your copy? On your website? Can people understand what you do? Because your message will resonate with your target audience. So its best to write specifically for them.
We’re not talking about just what s/he wants (we all want more money and free time) but more importantly, you need to know what the biggest pain points are. Figure this out, and you’ll not only be able to better create programs to help your target audience, but your sales copy will dramatically improve as well.
Think about it—if you’re uncomfortable with technology, and once in a DIY mood you destroyed your website during a simple update, then website management becomes a huge pain point for you. Now imagine you find a Virtual Web Team who not only work with WordPress, but who calmly share examples of how they have rescued client websites after such disasters.
They have clearly addressed your biggest pain point, and you’re sold!
The same is true for your potential clients. Show them you can help them avoid those pain points—or better yet, eliminate them completely—and you’ll forge an instant bond.
Now you may already have a good idea what causes your clients pain, but if not, you have plenty of ways to find out.
- Talk to them. What do they most often ask or complain about?
- Listen in on forums, on social media, and other places your audience hangs out. What are they struggling with?
- Reader surveys. These can be a rich source of information in any market. Pay special attention to the words and phrases your readers use to describe their troubles.
- Keep an eye on your competition. What pain points are they addressing?
Once you’ve uncovered your ideal clients’ biggest pain points, you’ll have a powerful tool that you can use not only in your sales copy, but it will also help define your programs and service offerings. If you can help your clients overcome the most painful issues they face—whether it’s a lack of self-confidence or a fear of public speaking—you’ll instantly become a more valuable resource in your niche.
And when you incorporate those same pain points in your sales copy, your conversions will dramatically increase as well.
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