How to attract consumers' attention and turn pain points into selling points?

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbbNRsAGNbPAfgToTkflY51lM Q5cSFhTLqy-Y-Q-vt67cSsnlY3GS_9QPBeGXkzSrLpPNU9kAhGRc-eLhiSaSuqN92ML_8_KUcTBDWkfnyihZXatS RtmK8SP9N8Kgj8BngTuvunEbR-dya/s1600/%25E5%25A6%2582%25E4%25BD%2595%25E5%2590%25B8%25E5%2 5BC%2595%25E6%25B6%2588%25E8%25B2%25BB%25E8%2580%2585%25E7%259B%25AE%25E5%2585%2589.jpg)

“Content Power: The Super Power of Building Brands” is an online course recorded by the founder of the “Content Hacker” website Vista. It focuses on topics such as copywriting, content marketing and production, and community management. Now join us, not only can you watch the complete teaching content, but you can also join the students’ exclusive Facebook community, interact and communicate with teachers and classmates, and continue to improve your content power during relaxed discussions. On the journey of building brand influence, let’s share, learn and advance together!

This morning, I saw a question from a classmate in the homework area of “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”:

(Foregoing omitted) I often encounter:

2. Don’t know how to attract consumers’ attention?

3. How to address consumers’ pain points? Can a brief kill cut get to the point?

In response to the problem of not knowing how to write and attract consumers’ attention, I suggest that everyone should think clearly about the following questions before starting to write:

2. Which groups of consumers do you want to communicate with? Do these people have specific or similar user profiles?

3. What concepts do you want to convey, or what products or services do you want to promote? What are the features or value proposition of these products?

4. What is the relationship between the product or service you want to promote and consumers? What benefits or advantages can they bring after purchasing or using it?

By the way, you can also adopt the “FAB Sales Rules” mentioned in my online course “Content Power: The Super Power of Building a Brand”!

The so-called “FAB Sales Rules” is the abbreviation of three English words. F stands for Feature or Fact, which refers to the attributes or functions of the product. For example, the new Xiaomi Band 1S has a new heartbeat detector, so it can not only monitor exercise data and sleep quality, but also understand the user’s heartbeat.

And A stands for Advantage, which means advantage. What is the difference between you and your competitors? For example, the Xiaomi Mi Band is quite lightweight, weighing only 5 grams, but it has many functions and is easier to “forget that it exists” than other wearable devices.

As for B, it is Benefit, which is also the benefit and value that customers value most. Let us take the Xiaomi bracelet as an example again. If we simply talk about functions such as recording sports data, perhaps the sports bracelets from each brand are similar, and it is difficult to really make consumers’ eyes shine. Therefore, only by appealing to the benefits that can be brought to consumers can we win eyeballs.

As for the second question, which is how to hit consumers’ pain points, this is indeed a big question.

First, you have to thoroughly understand your consumers, also known as your target audience. Know what they care about? What problems or bottlenecks will you encounter? Then, come up with your solution based on that.

The so-called “Consumer pain points” means that consumers are not satisfied during the original shopping or service experience process, resulting in an emotional dissatisfaction or psychological gap. And this kind of loss or pain will form a negative image or feeling over time.

If we can amplify the pain points in consumers’ minds and not only provide specific solutions, but also clearly communicate the value, benefits and benefits that can be brought through promotion, experience and other methods, then we can successfully attract consumers and be willing to accept our pre-embedded call to action (https://www.contenthacker.today/2018/01/how-to-create-the-perfect-call-to-action.html).

By the way, friends who are interested in using content marketing techniques can also refer to the book “[The Power of Content] (https://goo.gl/6JqvqK)”.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhObf09vu-Y-6lyqvtWlV8z ELUkhQXOXK0stKpeFrtAtrEIcnziBuDnGj7W-nJ5k6eeYWIiuN5O6d0TDjf_3TQLNlnoJZbp1htRsaFHVHqn mqc_aEd_7YTae7czpEd4GO4phyEjX-WcTGGS/s1600/%25E9%259B%2586%25E5%25AE%25A2%25E5%25BC% 258F%25E8%25A1%258C%25E9%258A%25B7%25E4%25BA%2594%25E6%25AD%25A5%25E9%25A9%259F.jpg)

For example, if you want to sell a new bottle of shampoo that can control oil to today’s young working men and women, then we must first study everyone’s needs for beauty and hair care, as well as the target audience’s various ideas about cleaning products, including ingredients, price, efficacy, smell and even brand, etc.

Take selling shampoo to office workers as an example, but office workers can be divided into many types and types. Not only are there differences in gender and age, but everyone’s consumption behavior, culture and interests are also different, which will naturally affect purchasing decisions.

You might as well think about what pain points office workers might have when buying shampoo? We can use Character to describe and outline user profiles, which not only helps analyze the customer group, but also allows us to grasp further behavioral characteristics.

As we all know, it is indeed not an easy thing to attract the attention of consumers and even make them willing to pay for our goods and services. We often talk about “empathizing with others”, but can you really understand the needs and worries of consumers?

At this time, we can also use the “Empathy Map” (Empathy Map) proposed by the American business design consulting company XPlane to help users quickly break away from the self-centered framework and learn to “think from others’ perspective.”

In addition, it is worth mentioning that it is best to do marketing based on the scenes where consumers often hang out, so as to better understand their real needs and pain points. For example, when and where do you wash your hair most often? And, how can consumers fully appreciate the benefits or benefits of using a good bottle of shampoo?

──The hair can be washed very clean? Or can I take care of my hair? Or does it smell fresh and inviting? Or is there other value attached to it?

If you are interested in the topic of scenarios, I recommend reading this book “[Scenario Revolution: Products are scenarios, sharing is acquisition, cross-border connections are connections, popularity is traffic, reconstructing the logical thinking of people and business] (https://www.books.com.tw/exep/assp.php/vi sta/products/0010764801?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201804)》.

Let me summarize it for you. If we want to promote goods and services through content marketing, we must first know who we want to talk to. And which specific group of people should we convey the wonderful content such as pictures, texts, videos and videos to? The only way to do your homework is to understand which groups of people might like our content? After that, you can implement content marketing specifically according to the plan. Only then can you turn consumers’ pain points into selling points and successfully achieve your goals.

Remarks:

Thank you, Lucy Fang, for reminding me that you should also pay attention to relevant laws and regulations when writing! In the past, many bloggers were fined by the competent authorities for sharing articles about medical beauty, drugs (including medical equipment), health food, supplements, cosmeceuticals, cosmetics and other products on their blogs. We must pay attention to relevant laws and regulations.

⛳️ May 2018 “Ouchi Master” Lecture Outline

The brand new “Ouchi Master” lecture includes the following exciting contents:

• Essence sharing: The highlights of this month’s “Content Hacker” website are highlighted.

• Industry News: Share the changing trends in the global content marketing field.

• Learning topics together: Share content marketing topics and keep abreast of the latest trends.

• Recommended intensive reading: What are some good books worth reading recently? Let us tell you.

👉 Register now!

★ Photo Credit: Headway

☛ Want to learn how to use newsletters for content marketing? Come and sign up for “Content Hacking” April Lecture.

★Vista Reading Club April Special: “The Most Productive Year”

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

---

Further reading

• [Da Nei Net Excerpt First Issue] Use the power of content to fall in love with consumers!
• 6 steps to teach you how to master content marketing
• Thinking from the reader’s perspective─How to write valuable articles?

---