What are copywriting pain points?

How to use pain points to improve your copywriting skills

Reading time: 6 min

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No, those pain points are not the ones from gray’s anatomy… In copywriting, pain points is a term that marketers use to refer to the frustrations that your target client is facing and that you can resolve with your products and services.

Forget all you know about how to sell your products. Selling doesn’t start with the product. It begins with the customer and that’s the reason reason why copywriting is so important.

Pain points are what your ideal customers are looking for:

• needs
• concerns
• problems
• desires
• craving

When you find out your customers’ pain points, you can use them in your copy to convince them that you have the best tools to solve their pain with your coaching services, courses or infoproducts, because they are specially designed for this purpose. That’s what are copywriting fundamentals

If you manage to put yourself in the shoes of the person you have in mind as an ideal client and discover their main problem; then you will know how to help them. You will touch their sensitive fiber.

To achieve that, using pain point within copywriting is the perfect channel.

Copywriting for dummies

The basic principle of the pain points is simple: people want to avoid fear more than they want to acquire pleasure. We are more motivated by the threat of pain than we are by the prospect of pleasure. And, of course, fear aversion and avoidance are the most potent fight-or-flight mechanism.

The pain points are the main elements of the PAS formula.

Remember that in a PAS formula you:

• talk about your prospects’ problem by focusing on simplicity
• agitate the problems by focusing on emotion & volatility
• offer your customers a practical solution that will cure all their problems

Note: to learn more about the PAS Formula and how copywriting works, read this article.

People, like animals, are also programmed to move toward pleasure and away from pain.

Be using the PAS formula, you can be assured that you will be able to thrill your customers. So the next step will be selling your coaching service to solve the root of that concern that does not let you sleep peacefully at night.

Remember that your mission is to help people. And to achieve this you must now in depth the problems or pain points of your customers.

You should base your offer only on the solutions to these problems.

Of course, we presuppose that your services or products are top-notch!

Then, the only thing you need to connect with your ideal client and achieve many sales is to reach your heart by writing seductive texts. Persuasive contents that remove the conscience and with which you feel really identified.

What good will it do to detect the pain points of your audience?

By identifying the pain points you will be able to:

• interact better with your clients
• understand them better
• know what they think
• convince them in your sales sessions that your service is the ideal solution they need
• be able to write texts for your Web page and your Marketing contents that attract, retain & convince your potential clients
• establish a solid base on which to deepen if your intention is to bring new products or services to the market.
• know how to write a USP Unique Selling Proposition

The pain points will also help you find your true Value Proposition and use copywriting questions to ask client.

To sum up, although you may think of pain points as simple problems, they’re often grouped into several broader categories.

Here are the four main types of pain point:

• Support Pain Points: Your prospects aren’t receiving the support they need at critical stages of the customer journey or sales process
• Financial Pain Points: Your prospects are spending too much money on their current provider/solution/products and want to reduce their spend
• Productivity Pain Points: Your prospects are wasting too much time using their current provider/solution/products or want to use their time more efficiently
• Process Pain Points: Your prospects want to improve internal processes, such as assigning leads to sales reps or nurturing lower-priority leads

Let’s see now 3 tools to locate the pain points of your clients and to be able to write effective texts.

3 tools to detect your customers’ pain points

1) The CBP table

The CBD is an acronym for:

• characteristics
• benefits
• pain points

For each characteristic of your product, you need to find the associated benefit and pain point that benefit will solve…

2) The “empathy map”

An “empathy map” is a creative tool that allows you to get to know your ideal client in a simple way.

It is taken from the book Generation of business models, known for explaining the Business Model Canvas technique.

Basically, the empathy map helps us “get in the head” of our ideal client and know in depth what they need.

By answering the right questions, we will delve into his thinking, his mentality, and his way of seeing the world and doing things.

The information we obtain will help us clarify the behavior of our client and determine what aspirations he has. We can also find out what is most worrying you and we can determine the best way to help you.

Ultimately, what we want with this is to discover the way to improve the lives of our customers.

Empathy maps vary in shapes and sizes, but there are basic elements common to each one:

• Four quadrants broken into “Thinking,” “Seeing,” “Doing,” and “Feeling.”
• Covered in sticky notes

Some versions have two additional boxes at the bottom of the quadrants: “Pains” and “Gains.” A drawing of a human head at the center of the empathy map reminds us we are talking about a real, live person.

https://cdn.dribbble.com/users/230399/screenshots/3013868/empathy-map.jpg
https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwiwssi6haTiAhWPFTQIHThND9IQjRx6BAgBEAU&url=https%3A%2F%2Femilycleary.co%2Fabcfresh&psig=AOvVaw0O_RC1p4GytAIwAs3ylBmG&ust=1558233009333121

If you want to know more about this method, I leave you some articles in which you can deepen the knowledge of this tool:

• Leanmonitor.com
• Eoi.es
• JavierMegías.com

3) Research & Investigation

Do you know what topics your ideal client talks about? Fortunately, with the digital world and social networks, you no longer need to disguise yourself as an Inspector Gadget to find out what your audience is talking about.

Simply find your potential customers in social networks, forums or in the comments they make on your blog or in other similar blogs to get an idea.

•  Do you belong to the same Facebook groups where your ideal client is located?
•  Do you follow the Twitter themes that interest your audience?
•  Do you consult the specialized blogs of your sector every week to read the comments?

If you do not, I recommend you do it.

You will be able to decipher a large amount of information that will allow you to know the needs, tastes, concerns, and desires of real people that could be your customers.

4) Surveys

If you already have your own list of subscribers and followers in social networks, then you have it easy.

Create a survey with deep questions that appeal to the feelings of your audience.

Try to start with softer and more superficial questions and finish the survey with the most critical issues. The deepest.

You can use the ones that appear in the first tool on the list, the empathy map.

Only when you know the name of the person you want to attract to your business can you adapt your products or services as well as your marketing and communication strategies.

You will get satisfied customers who recommend you with their eyes closed.

 Conclusion: why copywriting is important

I have read many articles where they tell that, in order to know your ideal client, you must answer demographic questions of the type:

• Is it a man or a woman?
• Age?
• Where do they live?
• Do they have children?
• What’s their job?
• What do they do in their free time?
• Hobbies?
• Single married?
• Etc.

The answers to these questions are important. But the answers that talk about their emotional state are more so. The numbers and data are excellent.

But the reality is what you need to know about your customer:

•  why they behave the way they do
•  what dreams do they have

You must get into the minds of your customer to:

•  understand them
•  think as they think
•  discover their frustrations
•  find out their most profound points of pain

If you get it, you will make a difference with your copy and ultimately, with your sales and you’ll understand the copywriting mistakes to avoid and what is copywriting vs content marketing.

Any research you do can help you improve as a professional and to reach your potential clients effectively.

With all this information you can now write the texts of your website and your marketing messages.

You are in a position to write compelling sales pages that:

•  attract
•  connect
•  retain
•  seduce
  your customers to end up hiring your services.

That as long as what you offer resolves the main problem that you have detected in your audience.

And if you have problems writing your business texts, you know you can count on my help.

Dear Friend:

My name is Xavier Lannes and I have been working as an Internet Marketer for the past 20 years.
I am the CEO of MyAdGency.Com and several other ecommerce websites.
I am also a certified Digital Marketer.

The training that you are about to download will greatly help you, but if you think you can't do it yourself (because you don't have the skills, of the time to do it,) I can do it for you.
Do not hesitate to contact me at xavier@myadgency.com.
Take care
Xavier Lannes