How To Address Pain Points In Ecommerce Messaging

Your marketing isn’t working. Here’s why. Learn the #1 mistake companies make in marketing. With decades in building materials, I’ve seen this mistake too often and i help companies fix it and grow. ❌ Most companies talk about themselves instead of their customers. ✅ Your marketing should focus on solving customer pain points, not just listing your features and products. 🏆 How to shift your focus: ✔️ Understand your customer’s pain points. Research what problems they face and how you can solve them. ✔️ Speak their language. Use words and phrases that resonate with your audience. ✔️ Show empathy. Let your customers know you understand their struggles. ✔️ Provide solutions. Highlight how your product or service can make their lives easier. 🦄 When you’re creating marketing content… Here’s how to make it customer-focused: 💰 Use testimonials and case studies. Show real-life examples of how you’ve helped others. 💰 Address common objections. Tackle the reasons why customers might hesitate to choose you. 💰 Highlight benefits, not features. Explain how your product improves their situation. 💰 Engage with your audience. Ask for feedback and be responsive to their needs. Talk less about you and more about your customer. Market to them... how THEY want to be MARKETED to. P.S. Does your marketing focus on your customer or your product?

Marketers…I’ve been in marketing for 17+ years, HOW DID I NOT KNOW THIS? 🤯 There’s a single word that can boost your CVR by 20%?? This discovery comes from a study in the Journal of Consumer Psychology by researchers Keith S. Coulter and Robin A. Coulter. They were exploring the subtle ways language can influence our perception of price, and in one experiment, they had a company test two versions of a product description that had a mandatory fee. 👉One version simply stated, "$5 fee.” 👉The other version said, "a 𝘴𝘮𝘢𝘭𝘭 $5 fee." The results were absolutely 𝘪𝘯𝘴𝘢𝘯𝘦. The version with the word "small" saw a significant increase in conversion, specifically from people who self-identified as "tightwads," 😅 (people who are typically very hesitant to spend money.) The word "small" acted as a subconscious cognitive shortcut. It reframed the cost from a painful expense into a triviality, making it much easier for consumers to mentally justify the purchase and overcome their psychological barrier to spending. So why should you care about this? Your customers' brains are wired to avoid the "pain of paying." When they see a fee, even a small one, it activates a part of their brain that signals a loss. By adding a simple word like "small," you can disarm this psychological tripwire, making the fee feel more like a minor inconvenience than a significant cost. This principle applies to any business where you have to overcome friction points like shipping or processing fees. Here’s a 3-Step Plan to Apply This: 1. Identify Your "Pain Points." Start by pinpointing all the moments in your customer journey where a small fee is introduced. This is most often at the checkout, for things like shipping, handling, or transaction fees. These are the moments your customers are most likely to hesitate. 2. Add Strategic "Small" Language. In these identified areas, A/B test adding words that minimize the perceived cost. Change "Shipping Fee: $7" to "A small shipping fee of $7" or "A nominal handling charge applies." Use similar wording for any other minor costs. 3. Contextualize the Cost. Don't just minimize the fee…explain it. For example, instead of just "Shipping: $7," reframe it as: "A small fee for expedited shipping to ensure your order arrives quickly." This connects the cost to a tangible benefit, further reducing the "pain of paying." You can easily overcome psychological friction and gently nudge your customers toward hitting that "complete order" button just by thinking 𝘴𝘮𝘢𝘭𝘭. Who wants to try it this week?? 🤩

It probably doesn't matter whether you do customer research or not... ...if all you're going to use it for is to validate the obvious value prop The obvious value prop is the one most people can think of without talking to a single customer. And it's probably the one your competitor is using in their marketing material. You won't get a gold star next to your copy that says "validated by customer research" -- The only way your research moves the needle is if it actually shows up in your copy -- if your copy is actually different Here's two techniques you can use to take it to the next level and stand out: 1) Uncover a non-obvious value prop Here's an example from when I used to market fire protection equipment: The obvious value props were protecting machines and preventing downtime (safety + productivity = save money) After talking to customers, we spotted two less obvious value props: a) Downtime could cause a machine shop to lose a customer, which means we were actually helping them protect revenue (make money!) b) Because we often sold to very busy business owners, we also addressed a psychological pain point ("I have more important things to worry about than the remote possibility of a catastrophic fire") 2) Punch up the obvious value prop with a specific detail Sometimes the obvious value prop IS valid, so you don't have to ditch it entirely Weaving in specific details will build trust by signaling to the customer that you understand their pain points from experience (not just internet research) Here we used "back up and running in as little as 45 minutes" -- which is a specific figure from a customer interview Customer research is a TON of work Don't settle for surface level intel -- keep digging to make sure the time you spend on research really pays off #b2bmarketing #messaging #copywriting