Find the Pain!

Published on May 2, 2014 by in entrepreneur, Marketing, social media

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Before you get started, you may want to read the first part of this post: Integrate “Real Life” and Social Media Marketing

(This example is based on the business of a local guitar teacher.)

Marketing, Pain PointLet’s get back to the second component of your marketing plan. This is where the three different ads, whether they immediately bring you new students or not, will still be valuable to you, because by reviewing the data, you can see how much engagement each one gets ie: clicks. So even if they don’t click through and Like your page, or they DO like your page, but don’t ever contact you for lessons, you at least have identified what problem (pain) is being addressed. Then you can take the next step, and figure out why they didn’t make the call or reach out via email (that’s your Barrier to Sale).

In this example, let’s look at your potential adult audience (versus kids).

General assumptions:

Adults who can take guitar lessons are likely 1) not part of a young married couple, 2) not a married parent, or 2) not married at all. Now you have a lot of single adults in the Taunton area. They may be single parents, because even single parents get at least 1/2 the time off, so that gives them found time when they don’t know what to do with themselves. This is when they may return to the dreams they had when they were younger, like, say… yeah! Learning to play guitar!  Or just single adults who are 20-35, and have expendable income, but low overhead, compared to people who now have a mortgage, two car payments and a couple kids. What do you think is their Pain Point? Here are some ideas, but I’m sure you already have a lot of insight on this:

  • Learning guitar is an unfulfilled dream. I always wanted to learn, but never got the chance. It’s too late now.
  • I tried once, but couldn’t do it. It’s too painful to start again, knowing that I’ll probably fail.
  • Are you kidding? I can’t afford guitar lessons on my salary!
  • It would be too far to drive. If only it was right in my neighborhood…

 

With these three Pain Points you design text for three different FB ads for our adult group. If you have found that kids are a better match for your business, then try three ads that have three trial Pain Points for parents, such as:

  • Think you can’t afford to give your child the gift of music? Guess again!
  • Research shows that music education has been proven to increase math and science grades. What are you waiting for?
  • Does your child feel isolated or bullied at school? Give him the gift of a warm, inclusive environment where kids learn and laugh together while gaining skills they can use for the rest of their lives.

Give yourself a FB budget, and approach this methodically. If you don’t get traction on any of your groups, then you still haven’t really homed in on your target group. Once you see a trend in the data, use that to guide your real-world marketing efforts, too. For example, the yard sign text can be tailored, and your printed collateral, could focus on a first-person narrative that relates to the potential customer with the Pain Point that you have identified. For example, “Learning guitar taught me how to learn, how to make friends, and most of all, it was the first time I found out I could excel at something. It changed my life. I want to help as many kids get the same benefits that I did. ”  Remember, people are drawn to stories (your experience, or student testimonials) just as much as data (your experience, rates, location), so include both.

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