Small Business Branding: There are aspects of our business life that are challenges. When I blog or when I design or consult, I often come across challenges that only research can address. I am currently investigating podcasts. I want the production to be more than me in front of a microphone discussing branding tips. What about production values? Background music? The intro? All of these concerns are what is known as pain points. In the course of accomplishing something, these are the little irritants along the journey.

When you develop your marketing materials, recognizing your target audience’s pain points and exploiting them, will resonate with that audience. Don’t bore them with simply a list of what you do and how well you do it, but answer the age old question from the mouth of your consumer: “What’s in it for me?” or “How can I profit from dealing with you?”

Let’s say that you’re a bright young management consultant. Your target audience’s pain points might be:

• Industry compliances
• Retaining quality employees
• Training sale staff
• Keeping a tight reign on payroll
• Cross-border issues
…just to name a few.

If you want to get their attention, address what you know to be the biggest pain point of them all. Use the pain point that feels as though you’re hitting their sore tooth with a small metal hammer. Their pain is your gain.

To go back to my pain, (podcasting) - whenever I came across information that addressed one of my pain points, it resonated with me and I investigated that service further. I ignored all others who tried to sell their services with brag notes or fancy slogans, I don’t have the time to figure them out. You might even use your own target’s pain points as the basis of your brand differentiator.

Look at pain point solutions that exist all around you: If you perspire, you use Ban roll-on - if your feet hurt, you use a Dr. Scholl gel insole - if your mortgage is to complicated, ING has the unmortgage. The wonderful thing is, your customer wants you to address their pain points. We all want relief.

In many ways if you don’t use pain points to sell, many customers probably wonder why you exist. Understand their pain and sell them the relief.

They’ll love you for it.

How To Sell The Pain [Small Business Branding]

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