Why You NEED to Position Your Business as the Pain Killer for Your Corporate Client’s Problems!

Imagine this morning you woke up with the world’s worst neck pain. It was so bad, you could barely sit up straight let alone walk.

Gritting your teeth, you staggered to your bathroom cabinet only to find it EMPTY. Not even a Panadol!

Luckily, you remembered your local 24-hour chemist offers a home delivery service. So you rang up and order a box of their most potent over the counter painkillers. 

Did you worry about the price? Did you bother ringing around to see if you could get it cheaper? Did you put off your decision and think about buying another day? No chance!  You were in pain. You bought it on the spot and probably would have paid ten times MORE, as long as it made the pain stop.

The same is true in marketing. Targeting your client’s pain points results in higher conversion rates and far less price sensitivity. This is why should always position your business as the ‘pain killer’, and not the vitamin.

The Starting point of ALL Great Marketing

The best place to start when marketing your business is NEVER designing a logo, printing a business card or even developing a website. It’s understanding the problems and pain points of your clients.

People, by nature, are creatures of habit.  They are only spurred into action and feel compelled to try NEW products and services when:

1. They have a clear PROBLEM, and
2. That problem becomes a PRIORITY for them to solve

That problem can be an obvious problem, such as my bathroom  pipe’s have burst, and water is spurting all over my house. Or it can be an internal problem, such as computers make me feel intimidated and I want to buy one with a simpler and more user-friendly interface.

But all businesses exist because in some way or another, they solve a client’s problem.

The more we talk about our client’s problems, the more they feel understood, which directly increases the interest and likelihood they buy our products and services.  A real win-win!

Why Vitamin’s Are Bad Business

Vitamins are significantly harder to sell than pain killers.

They work on much longer term, intangible benefits. They promise to make your ‘better’ at some undetermined point down the road and represent an investment in a ‘potentially’ brighter future. But it’s hard to know if they really work or if you are flushing good money down the toilet.

We all know vitamins are good for us, but how many of us take them? Most of us put it off. Maybe we’ll start taking them next week, or next year. It doesn’t matter. They’re always there.

The critical thing to remember is that people are always willing to pay more for a cure than for prevention.

So whether you are selling consulting, training, products or professional services, the key to success is finding a way to position your business as a painkiller that people need to buy NOW!

How to Discover People’s Pain Points

The best way to discover your client’s pain points is to ask them.

Crazy, I know! Yet this is the one step most business owners skip. Most people think market research is only for big businesses with big budgets. But that’s just not true.

Marketing gold comes from a deep understanding your client’s problems, and being able to talk about it in THEIR language. No jargon, consultant talk or insider speak.  This one thing will pay massive dividends to your business.

This is much easier to do than you think. Simply arrange 30-minute interviews, with a selection of 4-5 previous (or ideal future) clients. Perhaps offer them an equivalent free service in return for their time.

Conduct interviews over Zoom, and record the sessions so you can go back and watch them later on. Keep asking why and probing your interviewers until you can hear the emotion in their voice when they answer the question. Then you know you have truly understood the depth of their challenge.

Note down key words and phrases and add them to your customer language bank.

Conclusion

Start today! Set up some interviews and find out what your ideal client’s pain points are.  

Marketing your business as the pain killer ALWAYS results in higher conversion rates and far less price sensitivity. Look for the problems your client is looking to solve right NOW, and develop packages that will deliver the transformation and result they desire.