6 Simple Ideas To Find Your Customer’s Pain Points
When it comes to selling anything online, you need to know what people need help with.
But if you’re just getting started online and have nailed down WHO you want to serve, but just don’t know exactly WHAT you’re going to help them with… then knowing where they are before they come looking for you is vital.
Most marketers call this your customer’s’ “pain points,” or the place where you customers are before they call on you to get the help they are seeking.
While I don’t particularly love the idea of “pain points” – it feels a little heavy to be focused on someone else’s pain – the idea is a great one. Before someone seeks you out to make some kind of transformation in their life, they’re going to be a critical junction.
Either they continue slogging along doing whatever it is they’ve been doing. Or find a solution (hopefully yours) that will teach them a new way to go about solving their problem.
Here are a few examples of pain points someone may have at any given moment in time:
- Someone whose toddler child hasn’t slept through the night for the last 2 weeks and they’re at their wit’s end (their solution is to buy an eBook on different reasons children go through sleep regressions and how to get through it)
- Someone who wants to have a mermaid themed birthday party for their daughter but can’t find any mermaid birthday supplies locally (their solution is to buy printable mermaid themed birthday supplies – like cake toppers, coloring pages, etc.)
- Someone who has been trying to lose 20 pounds from running for the past year, but the scale won’t budge (their solution is an eCourse designed specifically for runners who want to lose weight that teaches tips and tricks for weight loss)
As you can see, once you know what the pain point or problem your potential customers are facing, the solution becomes fairly straight-forward. (Or at least more so than just throwing darts and guessing).
If you’re just getting started online and you haven’t looked for pain points or know exactly what solution your audience needs yet, you’re probably wondering how do you figure this out?
Here are 6 easy ways to discover your customer’s’ pain points:
1. Ask them!
I know this seems extremely obvious, but it’s the easiest way to know what your audience needs and where they are coming from. An easy way to do this is to set up an autoresponder email in your email marketing service and asking them directly “what are you you struggling with in terms of (enter your niche) right now?” Another way to ask them is to send out an email that sends them directly to a survey that asks them a few questions (no more than 3) about what topics they’d like to hear about from you and what questions they have for you within your niche. You’d be surprised how specific people will get when you just ask very simple and straight-forward questions.
2. Put yourself in their shoes and imagine what they might be going through.
Do a short meditation or journaling exercise where you pretend that you are your ideal customer. Pretend you have their life right now and are going through the same things they are, then ask yourself some questions like: What is really hard about this situation? What would make my life easier right now? What questions would I be asking if I were going through the same thing right now? Spend time “being” your ideal customer and gain perspective of what it’s like on other side of the transaction to get some clarity.
3. Look inward.
Pretending to be your ideal customer might not be far off for you if you’ve already been through the transformation that you want to teach your customers. For so many people who are in online business, they’re teaching other people the path that they’ve already gone on:
- Successful bloggers teaching other bloggers to make more money.
- Divorced women who have made it through to the other side and have a thriving and vibrant life are teaching other women how to navigate through the gray cloud of divorce.
- Health coaches who have gone through their own epic health journey who are teaching others to live their healthiest lives.
Think back on the time when you were in their shoes and needing a huge transformation – what was life life? What questions do you wish were answered for you? What made this point in your life exceptionally tricky to navigate without help?
4. Talk to them.
If you get a chance to get your audience on the phone or have their full attention via email, ask them what they’re going through. Pick out keywords they use in their speech and stories they share to help you decide what their main pain points are, so that you can develop a product dedicated to helping not just them, but many others who are going through the same things. One of the best things I started doing was emailing with people on my email list regularly to see what they were up to and how I could help them.
5. Look in forums like Quora or Reddit, or even Facebook groups you’re part of.
There are tons of people out there that are your ideal customers and they’re already online having conversations seeking out help and support! It’s up to you to do a little digging and find out exactly what questions they’re asking and what support they are seeking from others. These questions and the stories behind them are the direct line into their pain points. When it comes to finding a true reflection of your potential customers’ real words and thoughts, there’s nothing better than looking from the outside in. You can get a full picture as to how people are behaving/thinking without feeling like they’re being ‘watched’ or changing their behavior because they think you might try to sell to them. Use this to your advantage!
6. Find other people who are in similar niches and see what their marketing highlights.
Now, scoping out what other people are doing isn’t really my go-to strategy. Especially since I think setting yourself apart in business is so important. But in some cases, it’s helpful to find out what others are using in their marketing to highlight their customers’ pain points. Look for calls to action for signing up for their email newsletter, what pain points they highlight in their sales pages, and what verbiage they use in blog posts. All this can help inform you of what your audience might be going through too.
Even though focusing in on someone’s “pain” might feel a little cruddy, you absolutely need to know where your ideal customers are before they need your help. Use this six ideas to find out what their Point A (where they’re starting from) to help them easily and simply get to their Point B (their desired outcome). When you have a firm grasp on where your clients are starting from, you can come up with awesome products and solutions to help them get to where they want to be – and put money in your pocket.