Module 9 - Overcoming their pain points

Where do pain points come from?

They come straight out of the reasons people gave you for not buying. This is the third little video in this sequence. The first one was understanding why people might buy a product, the second was understanding why they may not buy it, and the third is pain points and how to overcome them.

Back in the document, you can see what I have done. I have taken the "why they would not buy" list and put it into the pain points, because in many respects they are the same thing. If somebody's pain point is that I have not got loads of money, then I think they are a bit expensive.

How do you turn a pain point into an answer?

You find the argument that dissolves it. There are ways to overcome the price objection. One way is to ask, is it not better to pay a little bit more and get 25 years worth of wear as opposed to 10?

So my reason for not buying is that they are expensive. My pain point is that I cannot really afford them. The way to overcome that is to try to educate the consumer that it is better to pay for something that is going to last, all that false economy stuff. You can see where I am going with it.

It may be that they feel a bit too robust or heavy. Well, you could say to the consumer, can you risk having a less comfy pair of boots on big hikes? Actually no, I want to make sure I have got a comfortable pair that support my ankles. Cheap? Well, you get what you pay for, and do not risk your feet's health.

If somebody has had a bad experience before, it might be that they did not think the product was great, so you could talk about new and improved designs. Others might have more benefits, so clearly communicate the benefits of yours and do a spin round of the product with little zoom-ins.

What do you actually get out of doing this?

The basic structure of your communications. It starts to help you understand how you might put the videos together.

I have done this very, very quickly. I am sure your team and yourself can spend a lot more time and go into more detail, looking at what those reasons not to buy are, what that means as a pain point, and how you overcome it. Because you are actually starting to write the basic structure of your communications for the YouTube video. In fact you could probably use it in some of your other communications too.

It really helps you formulate your briefs and it really helps you formulate the structures of your videos. So this is a really good tool to work through, and it is very simple and easy to follow.