Consumers’ expectations for goods or services are not met, which leads to psychological gap or dissatisfaction. This unmet but desired demand is the pain point. It ultimately causes consumers to have negative emotions such as pain and annoyance. In order to solve this “pain” of consumers, it is necessary to have goods or services that can solve these pain points. Copywriters should show the solution to consumers’ pain points through text descriptions and link them with the selling points of the goods. This can quickly impress consumers and make them feel regretful or dissatisfied if they do not buy the goods, thereby stimulating consumers to make purchases more quickly.
Since pain points are generated based on consumer needs, it is necessary to understand consumers’ dissatisfaction with goods or services or problems that need to be solved urgently, find solutions to these problems with these problems, and focus on how to tell consumers that the producer or service provider is solving these problems for them. Only in this way can consumers be impressed and have an impatient desire to shop. For example, for consumers who buy baby diapers, getting up in the middle of the night to change diapers is a very painful thing. Therefore, when writing copy, you can focus on this pain point. Using “ultra-thin instant absorption, exquisite sleep all night” and “soft and fit, sleep all night” and other sleep-related copy can express the purpose of solving consumers’ pain points; and for some consumers who are concerned about the quality of diapers, you can use “reject red buttocks” and “dry and no lumps” and other copy to dispel consumers’ doubts.
The writing of pain point copy needs to start from the perspective of the product or service itself and associate it with the product selling point. Therefore, first of all, on the basis of being familiar with the selling point of your own product or service, you should combine it with the actual needs of consumers to create; secondly, you can also create a feeling that consumers will regret or it is not cost-effective to buy competitors’ products or services by comparing them with competitors’ products or services. For example, for the selling point of “dry and instant absorption” of baby diapers, merchants use comparative techniques to describe it, which can quickly arouse consumers’ concerns about other products that are “stuffy and airtight, irritating the little PP”, thereby enhancing consumers’ confidence in the quality of the merchant’s products.
Knowledge Assistant
Pain points need to be differentiated based on understanding the products or services of yourself and your competitors, combined with consumer needs. This is a long-term observation and mining process, often involving details that consumers are very concerned about, which requires patience and persistence.