Address Pain Points at The Customer Level

The importance of language to connect.
May 6, 2020
Leslee Hill, WEOC
Address Pain Points at The Customer Level

We’ve all been there. Maybe it is a single phrase or a monologue. The reaction is the same. Once alienating language enters the conversation, we tune out and disconnect. It is common knowledge that people must know, like and trust you before they will commit to doing business with you. There is one more equally important piece of the equation: communication.

To properly understand customer needs and address their pain points, first make sure you are connecting with the right people with the right message on the right platform. 

Know Your Demographic

Who is your ideal client? Addressing the right audience is crucial. A commonly accepted concept is by trying to appeal to everyone, you’ll appeal to no one. Niching down to a specific group helps build a more loyal fanbase than casting a wide net.  

You wouldn’t go to a general practitioner for brain surgery. You would go to a specialist. Likewise, when you focus on who you are marketing to, you can better address specific needs. The consumer determines the quality standard. They seek expertise. 

Focused marketing moves from a scattered, blanket approach to a honed, more effective approach. Providing precise solutions to what your client needs helps them feel seen and understood. The results often lead to them spreading the word of your excellent product or service. They become your brand ambassador.

Refine Your Message

Once you have identified your ideal client, use resources to help target your message. A concise marketing approach to directly address your ideal client wants and needs will more likely land a sale than mass generalizations. Leave no questions unanswered. 

Test marketing phrases with focus groups and collect as much feedback as possible. Incorporate some of the actual wording they use. Shared lingo is an essential aspect of client acquisition.  

Optimize Delivery

Where is your ideal audience? On social media? Which platforms? If they’re not online, do they listen to the radio or podcasts? If you can’t get in front of them via traditional media outlets, consider live speaking engagements or networking groups.

Practice your elevator pitch for all relevant scenarios. Remember, you only have an estimated 30 seconds to capture interest before their attention may be lost. 

Engage Your Client

As a lead-in to the steps above, no matter the platform, consider telling a personal story. Try to engage your audience’s imagination and trigger their senses. Doing so humanizes both you and your brand.

In closing, remember to know your demographic, refine your message, optimize delivery and engage your client. Speak directly to them. Attention is a valuable commodity. You must hyper specialize to differentiate your company and yourself.  

Women’s Entrepreneurial Opportunity Center

Phone: (260) 407-6442



IMG Insurance Management Group

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