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How well do you know your potential clients?
Chances are you’ve developed at least a simple client avatar. You know their business, age, income and education levels. You know where they lives and how many kids they have or don't have and what their biggest dreams are.
But do you really know what drives them? We’re not talking about just what they wants (we all want more money and free time) but more importantly, you need to know what their biggest pain points are. Figure this out, and you’ll not only be able to better create programs to help her, but your sales copy will dramatically improve as well.
There isn't a day that goes by where some vendor sends me a horrible message with their ebook, or a baggy message. I'm not sure who developed this, but from a client perspective- I don't want to know what you have to sell- I want to know how you will fix my problem. Long form content is hard for me to digest - I don't mind it but make it easy for me to buy from you.
Think about it—if you’re uncomfortable with technology, and once in a DIY mood you destroyed your website during a simple update, then website management becomes a huge pain point for you. Now imagine you find a vendor who can fix it, but who calmly shares examples of how they rescued client websites after such disasters. This vendor has clearly addressed your biggest pain point, and you’re sold!
The same is true for your potential clients.
Show them you can help them avoid those pain points—or better yet, eliminate them completely—and you’ll forge an instant bond.
Now you may already have a good idea what causes your clients pain, but if not, you have plenty of ways to find out.
Talk to them. What do they most often ask or complain about?
Listen in on forums, on social media, and other places your audience hangs out. What are they struggling with?
Reader surveys. These can be a rich source of information in any market. Pay special attention to the words and phrases your readers use to describe their troubles.
Keep an eye on your competition. What pain points are they addressing? What is on track with what you are talking about- what are they talking about that you might be missing.
Once you’ve uncovered your ideal clients’ biggest pain points, you’ll have a powerful tool that you can use not only in your sales copy, but it will also help define your programs and service offerings. If you can help your clients overcome the most painful issues they face—whether it’s a lack of self-confidence or a fear of public speaking—you’ll instantly become a more valuable resource in your niche.
And when you incorporate those same pain points in your sales copy, your conversions will dramatically increase as well.