Now that you are intimate with the people in your target market, the next step is to create compelling messaging that moves them to action. The most effective way to do that is to identify the problems, challenges or “pains” they deal with day in and day out in their jobs.
Your marketing MUST speak to their pains. For instance, our target market’s primary pain statement is, “my marketing isn’t working and I don’t know why?” For the plumber we talked about yesterday, it might be, “I don’t want to carry a lot of inventory, can’t I get parts delivered the day I need them?” Or the procurement manager, “I hate reading long RFPs, can’t these software companies deliver their information in an easy to understand manner?”
Why do we care about their pains? As marketers, we care because people make purchase decisions emotionally. Reality Marketing teaches us that our marketing messages MUST be about our prospects and not about us. A pain oriented headline allows our prospects to emotionally connect with our company. It draws them in. They say to themselves, "that IS my exact issue, this company must understand me, if they understand me, they might be able to help me." NOW WE'RE CONNECTED!
Connecting on pain is the first step in creating an effective message model. Once you understand their pains, then you create the solutions that grab their attention. Before we move onto solutions, create a set of pain statements for each of your target markets. Make sure you get all their pains.
Action Item – For each target market, write down any of the “pains” you have heard from them over the past few months. Make sure they are in the first person, like our examples above. These aren’t objections to your solution, just issues or challenges they deal with day in and day out. Of course these should be pains related to the product or services provided by your company.
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