Provide solutions! Why addressing pain points can help your copywriting
Tuesday: Write with the Pen of the Masters
Throughout all the years that I’ve supported independent professionals, I’ve seen how mastering the skill of content writing is important in building your brand and establishing your credibility and expertise in the field.
One tip I find useful and want to share with you is: If you aim to increase awareness of your brand or business through your copies, you have to write content that leaves a lasting impact on your target readers.
You can achieve this through constant writing exercises and by learning about the different tools you can use to help get your message across.
Keep reading to find out how addressing customers’ pain points through your copies will help you create ideal content and convince your readers to choose your brand.
I hope you find this week’s tip helpful as you compose your next set of drafts.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Write with the Pen of the Masters
Most products and services are designed with this primary purpose:
To provide and create solutions
With more businesses looking to improve anything and everything in their efficiency and processes, providing these solutions has become a necessity.
One of the most challenging things to do is to promote these solutions.
The best way to do this is by identifying Customer Pain Points.
What are Customer Pain Points?
Customer Pain Points refer to problems and inconveniences that your audience is experiencing as a customer, on a regular basis, during different scenarios.
Common types of customer pain points include:
- Financial Pain Points – These pain points refer to difficulties and problems related to money and various financial transactions.
- Process Pain Points – These refer to problems that affect processes and functions in places such as work.
- Productivity Pain Points – These pain points refer to problems that negatively affect a person or company’s ability to perform effectively.
- Support Pain Points – These refer to poor customer support experiences that fail to assist people and companies during inquiries and purchases.
How to Identify and Address Pain Points in Copywriting
Customer pain points require effective solutions that will persuade the target market to choose a specific product or service. The right copy addressing those points will help them make that decision.
Here’s an effective process to identify and address different pain points to help you create ideal content:
- Listen to audience feedback –
The best way to examine pain points is by checking online reviews, testimonials, social media posts, and online forums.
This will give you a glimpse of some of the problems that your audience is facing and help provide you with a good starting point when writing your copy. - Understand the Problem –
One of the most important things about addressing pain points is to make sure you understand the problems that people have.
These problems vary and negatively affect their customer experience. By understanding this, you can make your copy more relatable to your audience while developing a more sincere and genuine tone to communicate with them. - Present a solution – Once you identify the problem and take a look at the feedback, you can now formulate a solution. Your copy should be straight-to-the-point, impactful, and relatable to your audience to make sure you get their attention.
- Loss Aversion – As Joanna Wiebe once said, “losses loom larger than gains.” Focus on what people would lose if they don’t choose your product or service. This will not only help them choose you but also make your copy more impactful and urgent.
- Empathize –
When writing a copy addressing pain points, it’s important that you understand the situation your target market is in. This means being able to relate to what they are experiencing, which is another great way to get their attention.
This also helps show that you listen to their concerns, sounding more genuine and sincere.
Customer pain points have been the root of many problems and a lot of people experience them on a day-to-day basis.
This makes them look for solutions that improve the efficiency of various processes.
That is also the time where the right copy comes in.
By addressing customer pain points through copywriting, you would be able to connect with your audience while presenting a solution that can actually help them!
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
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