You open an email from an unknown company because the subject line suggested they had a solution to a problem you are wrestling with at work. You wonder – do they understand pain?
When you read their message, you learn that they have figured out a much simpler way to fix something that everyone you work with complains about, but you haven’t found an alternative. Maybe they get it and do understand the pain point that you have.
You love that their product is easier to use and overcomes many of the drawbacks you face.
You read through the email and click the link to learn more about the company.
You find out that they have been in business for many years and that they sell innovative products in other markets.
You read their blog and learn more about their expertise.
You see they have a conscious – and are very involved in their community.
You fill out their form to get more information and within minutes, your phone rings.
A salesperson introduces herself in a friendly way and tells you that she is ready to answer any questions or get you a sample.
She explains in more detail about the product and how it benefits companies like yours who have similar problems.
She offers to ship a sample or provide references or both.
Reaching The Right Audience with A Solution
Email marketing is the perfect tool to communicate a story.
But without understanding a painful need, you are just pushing water up a hill.
The more time you spend with real, live customers feeling their pain, understanding their problem and bringing them a fresh solution, the easier it is to market to more people with similar needs. The email gets opened because you might be able to make the pain disappear.
Marketing starts by understanding pain points.
When you feel the problem a customer has and can bring them a solution, emails get opened, forms get filled out and links get clicked. Best of all, customers buy from you.
Understanding your customer’s needs and the story they tell themselves is the starting point. Email marketing is but a tactical way to get your message across.
Are you marketing a vitamin or a pain pill?
Maybe you don’t really understand the true problems your customer faces? Maybe you are trying to sell them what you can make not what will help them be successful. Let’s talk. 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo credit: Unsplash: nicolas-barbier-garreau-383115h
