Touch the pain point

In touching a consumer’s pain point, you’re lending urgency to your market-

ing message. Consumers won’t act unless they feel an urgent pain that they

need to remedy. So, as bad as it sounds, you have to use your marketing mes-

sage to rub salt into the wound before presenting your unique solution.

Suppose my target market wants to lose weight. The pain point in this situa-

tion is the feeling of frustration with their current state of being and the expe-

rience of failing to find a sufficient remedy to fix the problem once and for

all. Individuals who have tried weight-loss programs without success feel like

they have failed. Additionally, many people are embarrassed about starting a

new program in public. In my USP, I address that need, and in my marketing

efforts, I’ll find a way to touch the pain point to awaken consumers’ attention.

Some of you may be thinking, “I just sell lip balm. I can’t make anything of

all this pain talk.” Think about this way: If you’ve ever had chapped lips, you

know that it’s a painful experience. You keep licking them, it’s difficult to eat,

and it feels like the skin on your lips is being stretched to capacity. Your con-

sumers must feel the pain in order to make the purchase. It can be a physical

pain, an emotional pain, or even a pain because they continually run out of

time. You must look at your product from the perspective of your potential

consumer. Why do they care about your product?