How To Find Pain Points For Copywriting Research

By Jamie McSloy / October 5, 2017
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How To Find Pain Points For Copywriting Research

If you want a quick head start when it comes to listing the benefits of your product, you’ll want to look into the pain points that your customers are having.

Don’t just think about what people are drawn to. Think about what they’re running from.

In your sales letters, you should have a bit of both. Most long form sales letters have some form of nightmare story and corresponding “life after the nightmare” story to go with it.

That’s in the structure of your sales letter.

But today I’m talking about something different. I’m going to talk about moving away from pain in the research section of your project.

Researching The Pain Points Of Your Customer

The easiest way to do it – and the way that nobody apart from me seems to talk about – is to go to Amazon.

Look at products in your niche and market. Look at books that offer the solution to the same problems your customers look to solve.

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You can do this for any niche or product, just substitute it for a product that offers a solution to the same product.

For instance, you might be selling a real estate seminar that costs ten thousand pounds to attend. You can still find books on real estate investing.

Once you’ve found products that solve the issue your customers are facing, look at the reviews.

In a lot of reviews, people will explicitly say, “This book said it would do X and I really wanted it to do Y but it was not very good because of Z.”

If you have a fat loss book that doesn’t talk about diet, you’ve got a terrible product. That’s an obvious pain point, but you’ll need to be more specific.

Most of the time, reviewers will say, “These fat loss meals are good but they take all day to prepare!”

That’s a good potential benefit for your product.

“Healthy, fat-burning meals that you can make in fifteen minutes or less, meaning you can spend more time with your family and know you’re getting thinner!”

It’s Not What They’re Going To Buy… What Did They Buy Already?

Most people in your niche – whatever that niche might be – aren’t first time buyers.

The more I write sales letters, the more I realise that the above is a crucial piece of the puzzle that I’d been missing until recently.

Let’s say I’m writing a sales letter for a bitcoin newsletter subscription.

The audience will (hypothetically) be one of the following camps:

  • Never invested in anything, interested in bitcoin
  • Invests in many things, Bitcoin is a new investment for them
  • Invests in many things, already invests in Bitcoin

Most beginner copywriters fall into the trap of writing every sales letter for the first group. It’s the “Hey… Here’s A MASSIVE Opportunity That The Banks Don’t Want You To Know About!” crowd.

There’s nothing wrong with writing for this group, and a lot of sales letters are directed at first-time buyers who are new to a market.

But if you write like that and your audience is groups two and three, you won’t convert them to sales.

They’ve been burned and their optimism isn’t the same. You’re doing different things with those different groups:

  • Exploring an interesting new world for people who’ve no idea
  • Convincing investing veterans that Bitcoin is a wise choice
  • Convincing Bitcoin Veterans that you can help them with their issues

When you frame it like that, you realise the pain points and opportunities you present are completely different.

The important thing: none of this is anything to do with your offer.

It’s all to do with what your audience has bought before, and how they feel about it.

Final Thoughts

The two sections above might not seem related, but they are.

When you do your copywriting research, you try and find out who your customers are and what they want. Then, you give it to them with your words.

When it comes to finding pain points – and thus getting the right benefits to resonate with your customer – you need to understand where they are as a consumer. If you don’t, you run the risk of totally reading them wrong and you’ll mess up your sales letter by incorrect targeting.

So, you look at what they’ve bought before and where they exist on the “It’s brand new” to “I don’t believe anything’ll work – this is my last shot before I give up” spectrum.

When you’ve found that out, you go and find what went wrong with the solutions they’ve tried before (assuming they’ve tried something.)

It might seem like a drawn out process, but it’ll make your sales letters convert better and you’ll be helping your readers more than if you don’t.

 

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