EPISODE 129: IDENTIFYING YOUR CUSTOMER PAIN POINTS
On this episode, I wanna take you through the process of identifying your customer pain points.
The reason why we need to know our customers’ pain points is because when we uncover and understand the biggest challenges our prospective customers face, we can then position our product or service as the solution to their biggest challenges.
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"Pain points are issues or problems or challenges that are causing your prospective customers "pain", therefore requiring a solution. And just like any other problems out there, customer pain points are diverse and they are varied."
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Topics Discussed In This Episode:
- My story of Yo! Fit Pass - my first failed online business
- How I identify my customers’ pain points
- What to do once you've identified their pain points
- The marketing message you need to create that highlights their pain points
Hey guys, this is Hack Your Online Business podcast episode number 129. I’m Chrystabelle, host of the podcast. On this episode, I wanna take you through the process of identifying your customer pain points.
And the reason why we need to know our customers’ pain points is because when we uncover and understand the biggest challenges our prospective customers face, we can then position our product or service as the solution to their biggest challenges.
So what I want to do on this episode is to walk you through how I identify my customers’ pain points, so that you can replicate this process to identify your customers’ unique pain points.
Before I dive into the episode, I have a free resource for you on list building. If you want to learn how to build a large email list and audience from scratch, I have a free list building guide with the 7 stages of list building. Go to the website https://www.hackyouronlinebusiness.com/listbuildingguide/ to download the free list building guide.
So let’s talk about our customers’ pain point. I wanna share with you a story of one of my failed businesses and why identifying your customers’ pain point is so important.
A long time ago, I started an online fitness and healthy food business called Yo! Fit Pass. It was inspired by Classpass with the added element of healthy eating.
When I was marketing this product, I didn’t consider my customer pain points. I never asked the important question, “What are some challenges my target market is facing?”.
And so, I was marketing Yo! Fit Pass to a wide audience of people and selling the product as a fun way to try different workouts and healthy food for a low price.
After a year, Yo! Fit Pass failed to gain customers and traction and I moved on to another business idea. And the reason why the product never gain traction with the target market is, amongst other reasons, the failure to speak to the customers’ pain point.
I sold the product as a fun and cheaper alternative to gyms and cooking healthy food, but hindsight 20/20, the majority of people did not see going to the same gym or same fitness studio as a challenge or a pain point.
Neither did the majority of people see eating healthy and finding healthy food to be a challenge. So my assumption that people were bored with the same gym and would pay for access to a variety of gyms and healthy food places - turned out that the supposed pain point or challenge wasn’t really a pain point.
And this has been such a big lesson for me. Now, whenever I’m creating a product or service for my business or for my clients, I always make sure that we spend time identifying our customer pain points first.
So what are pain points? Pain points are issues or problems or challenges that are causing your prospective customers “pain,” requiring a solution.
And like any problem, customer pain points are diverse and varied. The tricky part is, not all prospective customers are aware of the pain points they’re experiencing, which can make marketing to these people difficult because you have to help them realize they have a problem and convince them that your product or service will help solve it.
The first thing I do in my process to identify my customers’ pain points is if we already have customers or audience, I want to tap into my existing and past customers and audience.
I wanna ask them questions that will help me uncover the challenges and pain points that they’re facing with relation to what I’m selling. I wanna keep the questions open ended, so that means no “yes or no” answers.
I wanna ask questions like “What is the biggest challenge you’re currently facing?”, “What is preventing you from hitting your goals?”, “Why isn’t your current solution or process working for you?”
Even if two customers have exactly the same problem, the underlying causes of that problem could differ greatly from one customer to another. For example, both might say they face financial challenges, but one could be facing this challenge because of lack of leads, the other could be because of money mindset.
Recently I sent out an end of the month email survey asking my audience to answer a couple of questions that will help me identify the challenges and pain points that they are going through.
One of the pain points that kept coming up was getting consistent leads and customers, which led me to creating a series of content on this topic.
Now what if I have no customers? Maybe it’s a brand new business or product or service. What I like to do is to then go to places online where I know I can find my potential customers, such as Facebook groups, forums, paid networking groups, interest groups, etc.
I start to look through all of the content that they are talking about and the questions that they have been asking about. If I start to spot a similar topic, then I note it down as a potential pain point or challenge.
Another thing that I often do is to use research tools to help me identify my customer pain points based on what they are searching for online. If you’re starting out, I highly recommend this tool called Answer The Public. It is a free tool that will generate hundreds of questions on a given topic, separated by question type: who, what, when, where, why, can, etc. It shows you what people are searching for with relations to a keyword or phrase.
So for example, if I’m selling fitness equipment, I’ll be curious to know what people are searching for with regards to fitness, workout, home workouts, crossfit, etc.
So in my search, I’m seeing questions like “what fitness equipment is best” or “which fitness equipment is best for weight loss”. Based on those questions, I can gather that a lot of people are trying to figure out how to properly buy fitness equipment.
Besides using tools, I also go on YouTube and Amazon to look at comments and reviews. If I’m selling fitness equipment, I will want to check out the comments on several fitness equipment products on Amazon, see what my target market like and don’t like about the products, because that also gives me an insight into the challenges and pain points that they are facing.
I go onto YouTube and find videos related to fitness equipment and look at what some of the popular videos are about and what are the comments being left on those videos. Again, these are insights into identifying your customer pain points.
Once you have identified a list of pain points and challenges, it’s time to look at each one of them closer. Many online businesses struggle with trying to sell their products or services to their targeted market because the challenge or or the pain isn’t big enough for them to pay for a solution.
We want to make sure that the pain points that we choose to highlight in our marketing are pain points and challenges that are “painful” enough that your potential customers are willing to pay to get a solution for.
Now that you’ve identified your customers’ pain points and challenges, we want to use these pain points in our marketing. We want their pain point upfront and in their face, super obvious, with your solution right behind.
More importantly, we want them to feel that we understand their pain points. There’s no better way to solve your customer pain points than showing that you understand them and their problems.
There are 3 specific things that we can do in our marketing to show that we understand them and demonstrate these pain points:
The first is tailoring and presenting your solution that solves their specific problems. You want to address them and call them out, and use any specific phrases they used to describe their pain points. When you parrot their thoughts and rephrase their words into your marketing, it not only shows them you were listening but makes the whole messaging much more personable.
The second thing you’ll want to do in your marketing is to use the same language and terminology. This is a common method for building trust and making the messaging feel more genuine and human.
The third is emphasizing the transformation, how solving this pain will help them. By leveraging these pain points and emphasizing ways their lives will be better once they’re resolved, you get them interested in acting on a solution that will solve their biggest problems in life or in their business.
So that is the process I use to identify my customers’ pain points. I survey my audience and clients, I check out online spaces where my target market hangs out in, I look for reviews and comments that my target market is leaving on content and products related to the space I’m in.
Now, don’t forget if you want to learn how to build a large email list and audience from scratch, I have a free list building guide with the 7 stages of list building. Go to the website https://www.hackyouronlinebusiness.com/listbuildingguide/ to download the free list building guide.
So I hope you find this episode very useful. Now don’t forget to subscribe to this podcast so that you don’t miss my weekly Monday and Thursday episodes.
Lastly, go connect with me on Instagram. I’ll love to get to know you and your online business. You can find me on Instagram at @hackyouronlinebusiness, send me a DM and tell me you listened to this episode.
Thanks for tuning in guys, I’ll catch you in the next episode.
Thanks For Listening, My Friend!
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