Positive ways to talk about customer pain-points in marketing and social media messaging
Using pain points or describing negative situations in your social media or advertising can be challenging for the DIY marketer. No one likes to be a negative Nancy all the time! But it can be beneficial for your business to remind your customers or clients about how you solve their problems - the key is to reference those problems in a way that doesn’t make them feel negative or targeted.
In this article, I describe an easy process to help you find the words to use pain points in your marketing in a positive way - and in doing so, connect with your customers and clients regularly and respectfully.
Relatable content
One of the best ways to engage your customers using social or digital marketing, is with content that is instantly relatable and preferably shareable. You don’t necessarily want to do that by making them feel sad or bad, but rather by making them think “yes that’s how I feel” or “yes this business gets me” or “yes this happens to me all the time”.
If that sounds appealing to you then keep reading because I’ve laid out some easy steps. Grab your notebook or open a doc.
Write a list of all the pain points you think your audience might have (as relates to your products and services).
Write a list of how these pain points cause challenges for them. Include things like frequency and where and what time or day they are challenged or anything that’s relevant. Get specific and use visual descriptions - this will help you with imagery and captions.
Write another list that demonstrates how you solve these problems for them and, again, be visual and descriptive and try to think of as many different angles as possible
What you are trying to do is:
Remind them of a problem they have (once or ongoing).
Show you understand how they are affected by this problem.
Give examples of (proof) you can solve this problem.
Of course I have to show you some examples (keep in mind they are deliberately vague as they are not real products or services):
Scenario one: time-poor parents
Target audience:
The target audience of this business consists of busy parents juggling multiple responsibilities. They find it challenging to balance work, household chores, and parenting duties, leaving them with limited time for themselves or leisure activities.
Marketing messaging:
"Simplify your life with our time-saving solutions!"
“Spend time with your family on weekends vs having a clean house - what if you didn’t have to choose?”
Description:
Emphasise the convenience and time-saving aspects of your products or services. Highlight how your business can help busy parents streamline their daily routines, freeing up more quality time for themselves and their family. Use phrases like "easy-to-use," "quick and efficient," and "stress-free solutions" to appeal to their time constraints. Imagery or videos would either show the problem and/or the solution.
Scenario two: tech-challenged seniors
Target audience:
This business caters to senior citizens who are less familiar with modern technology. They may struggle with using smartphones, computers, or navigating online platforms, hindering their access to digital services and products and making them feel disconnected or embarrassed.
Marketing messaging:
"Stay connected with technology that’s genuinely simple to use”
“We are here to help with this simple and easy-to-understand technology”
Description:
Profile seniors with imagery and language that they immediately relate to. Assure them your products or services are designed with simplicity in mind. Use relatable language to address their potential concerns about technology. Highlight features like "intuitive interface," "one-click setup," and "friendly customer support" to show that your business prioritises their comfort and ease of use.
Scenario three: health-conscious professionals
Target audience:
The target customers for this business are health-conscious professionals who want to prioritise their wellbeing. They seek products and services that align with their active lifestyle, but they often face challenges finding convenient and healthy options that fit their busy schedules.
Marketing messaging:
"A quick and easy health boost for people on the go”
“Get all the health benefits of X with all the convenience of Y”
Description:
Use health-conscious language and emphasise the benefits of your products or services for maintaining an active lifestyle. Use phrases like "nutrient-rich," "energy-boosting," and "fitness-friendly" to appeal to their health priorities. Showcase how your business or products align with their values and supports their dedication to staying fit and healthy.
Scenario four: eco-conscious consumers
Target audience:
This business targets eco-conscious consumers who are concerned about the environment and sustainable living. They strive to make eco-friendly choices but often encounter difficulties in finding products and services that meet their ethical and environmental standards.
Marketing Messaging:
"Make a difference with our sustainable and eco-friendly offerings!"
“A sustainable option for X has never been easier”
Description:
Focus on your business' commitment to sustainability and its positive impact on the environment. Use messaging that highlights eco-friendly features, such as "100% recyclable materials," "reusable options," and "carbon-neutral operations." Use language and imagery that proves that, by choosing your products or services, eco-conscious consumers are making a meaningful contribution to a greener planet.
What do you think? Is this a helpful way to look at your products and services from your customers’ viewpoint? Let me know in the comments or get in touch if you’d like specific advice, I’d love to hear from you.
Ps. If you don’t feel like you really understand your audiences enough to make engaging and relatable content, download my Content Smash® Workbook and go step-by-step through the process of profiling your audiences, creating content pillars and content designed to convert.
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❤️ Hi I’m Erika ✌️ I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and over 25 years marketing experience. I’m well placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one on one or create fun and action-oriented workshops and webinars for groups, organisations and businesses. Book a free discovery call with me or simply email me to get the conversation started.
For more tips, connect with me on Facebook and Instagram or just get in touch, I'm always happy to help.
