Are Pain Points Overrated?
Are "pain points" overrated?
You've probably heard pain points discussed as a foundational concept of marketing.
Customers don't buy something unless a specific pain arises that they need a solution for.
We came across this hot take on paint points by Louis Grenier (a seriously down-to-earth, no B.S. marketing dude)... and we just loved it.
Whether he's right or wrong is up for debate but, as a business owner, you might be interested so here it is:
From Louis:
People can be "in pain" for decades without doing anything about it.
People don’t buy unless something specific causes them to buy. This something is called a trigger (or a set of triggers).
Anticipated Event: expecting that something will happen. For example, your partner is pregnant and due in two months.
Unexpected Event: something happened that caught you by surprise. For example, your house was broken into while on vacation.
Advertisement: seeing promotional content. For example, an ad on TV prompts you to talk about the product with your friends.
Word-of-Mouth: first-hand information gained from someone. For example, a friend went to a great Italian restaurant this week and is raving about it.
Observed Use: seeing someone using something that was previously unknown to you. For example, your daughter sees someone eating a vanilla ice cream at the beach, and now she wants one, too.
Positive experience with a product: For example, your car dealership gave you an electric car to test drive for a week, and you love it, so you're ready to buy it and get a charger for your house.
Negative experience with a product: For example, the analytics tool you purchased last month doesn't give the answers you wanted from customers so you have to search for something else.
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Takeaway
What do you think?
Is Louis on to something here?
What triggers cause your customers to purchase your products or services?
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