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July 21, 2022

Episode 36: No pain points, no problems. Here's how to market your business instead

by Kristy Pask

Lets chat about customer pain points, or more specifically, what happens if you can’t identify your customer pain points? 

Pain points are specific problems, frustrations or issues your customers, or potential customers might be facing. 

We’re constantly told that if we want to make more sales and grow a successful business, that we need to be selling the solution to our customers problems - that it’s imperative we identify their pain points and use those within our marketing. 

But what if you’re having trouble identifying your customers pain points? 

Or if they really don’t have any specific or strong pain points when it comes to your actual product? 

So, I’m here to tell you today that it is very possible your customer doesn’t really have any pain points at all.

Let's say you hand make beautiful custom dolls, or perhaps you sell scented soy wax candles, maybe it’s fine jewelry, colourful socks and scrunchies, dried flower arrangements or a women’s fashion brand.

Consumers probably have a lot of options when it comes to any of these items, right?! They can get a lot of these things almost anywhere.

So what is the pain point?! 

It is very possible customers are shopping for specific brands and items, not because they have a problem that needs a solution.

They’re looking to purchase a product because of how they want to feel, the type of person they want to be and the type of lifestyle they want to live.

So I want to break this podcast down into 2 parts. 

First, lets focus on aspirational purchases, and using aspirational marketing and selling within your business. 

An aspirational purchase is generally made with a future goal in mind, and are usually based on how someone wants to feel, the type of person they aspire to be and the type of lifestyle they want to live. 

When we think of the bigger name luxury brands, Chanel, Chloe, Gucci, Tiffany & Co - they all use aspirational marketing to market their brands. They focus on the feeling the customer will experience in owning one of their products - the lifestyle they aspire to be a part of and their marketing connects with the key drivers of their behaviour and aspirations. 

You don’t need to be a name brand like Tiffany & Co to do this, nor do you need to be a high end, expensive or luxury brand, this is about understanding your customer, their goals, lifestyle, behaviours and their aspirations, and them showing them how your brand fits into that vision. 

So how do you do this?

First, and most importantly, your customer psychographics will be absolutely instrumental in helping you understand how to do this for your brand. 

Psycographics include things like their mindset, lifestyle, values, opinions, behaviours, attitudes and their personality traits. What is it that drives them to purchase? 

And then think about how to can connect with this. How does your brand and your brand story fit into their view of the world? Or of the world they are creating for themselves? 

Understanding and truly connecting with your audience and their desires is going to be key.

Second, you need to create brand assets and content that speaks to your ideal customers core values. How can you show them that you are the brand they are searching for? How is your product going to make them feel? 

And lastly, to help you understand where you need to be marketing, you need to know what channels and platforms your ideal customer is using so you can meet them in the spaces the are loving and already know and trust.

OK, so lets quickly dive into part 2 of this episode… 

Could your ideal customer be experiencing maybe more generic, perhaps industry related or general shopping pain points when it comes to purchasing a product like yours? 

Perhaps it’s bad customer service, notoriously slow turnaround and shipping timeframes, or maybe the pain point is financial - some of your ideal customers are just having a little trouble parting with that much money right now…

Address these in your marketing and communications. Share customer feedback stating what amazing service and quick delivery they received. Do you have afterpay? Make sure your customers know that’s available for them. 

Make your shipping and returns policies easy to understand and find and take the guesswork out of every single purchase. 

Make the path to purchase as easy and seamless as possible.

Links and resources:

Instagram: https://www.instagram.com/kristypask/

Work with me: https://kristypask.com/the-holistic-marketing-method/

✨✨ My 1:1 Coaching program, The Holistic Marketing Method is now open, for more information head to my website and please get in touch ✨✨

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We acknowledge the Wiradjuri, Waveroo and Dhudhuroa people as the traditional owners of the land where we live, learn, create and work. We pay our respect to Elders past, present and emerging.
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