Is pain the key to growing revenue?

I say this all the time. But it’s so significant it bears repeating. Customers don’t buy products or services. They buy solutions to their problems. Have you made it abundantly clear in your brand messaging, website copy, and sales copy how you solve your customer’s problems? NO? Then please, keep reading!

Winning the business comes down to who can most quickly help a customer understand HOW they solve their problem. 

Your customer’s problem is layered. There is the problem that causes them to search for a solution. 

And then, there is the problem that motivates them to buy a specific solution.

External problem. Think of this as the problem that gets someone to begin their search for a product or service. 

• I need to move. I have to find a mover.

• I’m going out of town and must leave Fido. I need a dog walker.

The external problem is based on a need. But it isn’t why people buy. Yet, this is where most marketers and salespeople end their pitch.  You need a mover?  Let me tell you all about the services I offer.

The reason people buy is deeper. It’s based on fears and insecurities. 

I have to find a mover.  I hate moving. It’s stressful. What if they break my stuff? What if they lose a box? Can’t I find someone trustworthy who cares?

I need a dog walker for Fido.  He’s my fur baby. What if they don’t show? What if they don’t give him enough attention? How will I know they’ll look after him as closely as I do?

By identifying and addressing the actual pain points your ideal customer feels deep down, you will connect with them faster. And make their buying decision much easier.

Do you know your ideal customer’s pain points? The pain points that drive their purchasing decision. Schedule a complimentary consultation to identify what motivates your customers to buy your product or service.