Welcome Fellow Copywriting Connoisseurs of Pain! Today I am going to discuss one of my favorite parts of the sales guide – pain points. I will talk about why I like them so much and why they are invaluable to the copywriter.
Pain Points and Their Value to the Copywriter
If you have been following along in this group of posts, you may be able to guess why I like pain points so much – they are a fresh breath of REALITY amid the hype. So far we have been looking at marketing statements that are often full of jargon, happy talk, and formal definitions. In pain points, we get down to the nitty-gritty – what is actually bothering our potential customers? Why would they want to buy our product?
Let’s face it. We wouldn’t be marketing a product if it didn’t fulfill a need or solve a problem – for example, if there aren’t people out there who are constantly being embarrassed in front of their bosses because whatever they are in charge of is doing weird, unpredictable things and they don’t know when or why. So here are some pain points, again using our mythical bathroom facility monitoring product SecureFlush as an example:
Customer Pain Points Example
- Lacks awareness of performance or availability problems until questioned or notified by end users.
- Needs to tune the performance of their bathrooms but cannot identify what needs to be fixed.
- Experiences irregular system behavior but cannot identify the root cause.
- Needs to provide consistent response time but doesn’t know what is causing erratic performance.
- Wants to be more cost-effective by identifying and improving system utilization.
- Needs to know what is happening in real-time in their mission-critical bathrooms.
- Has facilities that are increasingly complex and heterogeneous.
- Cannot identify performance and throughput bottlenecks in their bathrooms.
Discussion: Pain Point Example
As you can see, pain points are the opposite of features and benefits, and they are easier to understand, simply by turning things upside down. They not only help the copywriter see what is really going on, but they also provide specific ways to reach the prospect – a context within which to appeal directly to the customer’s emotions, even in B2B copywriting. You may have to be subtle, but at least now you know what is actually going on.
For example, let’s take the first pain point and write copy around it.
Attention Facilities Managers!
Are you the last to find out when there is an emergency in a bathroom in your building? SecureFlush® will help you be the first to know, so you can confidently take charge and remedy the situation – or better yet, anticipate the problem so that the emergency doesn’t happen at all.
Discussion: Pain Points Copy Example
Here the copy has set up a scenario with which the prospects can empathize – a defenseless manager who is embarrassed and badgered by employees who are yelling that they can’t use the bathroom. He or she is clueless and has no idea what is going on – caught with their pants down, so to speak.
You then introduce your product to solve the problem by allowing the manager to calmly say ‘’Yes, I know. It will be fixed within a half hour” – or better yet, the manager can use your product to prevent this situation from happening again. It is very likely that the prospect will read on and find out the details about what you are selling. If it is a click thru or some other kind of response vehicle, you have done your job and captured their attention. You have started the process of creating what marketing and sales call a “lead.”