Use their language
Collect the phrases customers actually use in enquiries and calls. Marketing written in the customer’s own words outperforms marketing written in industry vocabulary.
Separate the symptom from the cause
“We need more followers” is usually a symptom. The cause might be an unclear offer or an audience that was never defined.
Note when the pain becomes urgent
Most problems are tolerated until something forces action. Knowing the trigger tells you when your message will land.
Map each pain to a service
If a stated pain point has no matching service, either the service list or the messaging needs revisiting.
Check your assumptions
Pain points invented in a planning session should be tested against real enquiries before a campaign is built on them.
Where to take this next
If you would like this applied to your own business rather than read in the abstract, the marketing packages cover reviews, campaign planning, content plans and full strategies as fixed-scope pieces of work.