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There are three types of pains to market to -- extreme, moderate, and low -- and they all require a different marketing approach and budget.

  • AL

    Angelo Lirazan

    over 4 years ago #

    I like the graph that shows the relationship between 'pain level' and 'amount of push marketing required'. Thanks for the share!

    • JJ

      Justin Jackson

      over 4 years ago #

      Yes: there's a few situations where this relationships *doesn't* hold true, but in most cases it's bang on.

      Think: SquareSpace, MailChimp, Dollar Shave Club, your local grocery store, etc...

      I think this is especially helpful for marketers when we're deciding if we have the resources we need to make a product successful.

  • JJ

    Justin Jackson

    over 4 years ago #

    Author here - sorry I didn't jump in sooner! If anyone has questions, let me know.

  • FF

    Fabricio Ferrero

    over 4 years ago #

    Hi Lyle,

    I liked very much the way you've categorized pains.

    Can you give me some light here now?
    I'm bootstrapping a tool to help independent nutritionist and dietitians to market themself through Internet. It's a B2B SaaS.

    While it's an extreme pain ("I don't have a nice quantity of monthly clients") for the same reason they are not always thinking of spend money while they don't have enough.

    Will that lower that pain's category to "moderate"? How would you market my SaaS then?

    Thank you in advance!
    Fabricio

    • PL

      Pierre Lechelle

      over 4 years ago #

      Hey Fabricio,

      I think that don't having enough clients is an extreme pain: "if I don't get clients by myself, I'll have to get a job". However, they may not be in that position, they may just look at ways to get more customers.

      Try to look at ways to increase the perceived value from your service. You could do that by educate leads to better understand what they can do through internet.

      I don't really know what your service is about but I guess the "aha-moment" from your consumer point of view is when they actually get customers from your service. Maybe you could try to bring them customers before they have to pay.

      Try to create use cases which could explain how your customers are gaining value from your services.

      • FF

        Fabricio Ferrero

        over 4 years ago #

        Hello @pierre-lechelle

        Thank you very much for giving me a detailed reply, I really appreciate it. You're right about the position they are. They are looking for more clients.

        My service will help them to get more clients and also, it will help them to maintain those clients for a longer time. Resulting in more income, of course.

        The "aha-moment" will be at the time any of those things came up. When a lead comes from the website they'll get and also, when a patient got notified through the app and comes to the clinics without any action from the Dietitian.

        Thank you very much for your suggestions. While I was starting a content marketing campaign, it didn't came to my mind yet to create content about my clients gaining value from my service. That will be very helpful too.

        Thanks again
        Fabricio

  • JM

    Jay Moran

    over 4 years ago #

    Nicely written! I would say even extreme pain often requires more than 1-2 exposures. I've noticed you have to also catch potential customers in the moment of their extreme pain. So the customer knows they have this extreme pain point, but they often won't take action on until after the fact, so they are like: "Darn! I knew I should have taken care of this before. What was that thing I saw last week that can help me out."

    • LM

      Lyle McKeany

      over 4 years ago #

      Totally agree, @jaymoran. The key in the extreme case is to always be on the top of the SERPs.

    • JJ

      Justin Jackson

      over 4 years ago #

      Jay, you're probably right. The use-case I was thinking when I wrote this was:

      "Man, I need a haircut right now for this dinner tonight."

      1st one on the list with positive reviews gets my business. ;)

  • SH

    Skyler Hair

    over 4 years ago #

    This is how I outline and brainstorm my ideas for startups. Really cool seeing someone think of it the same way :)

  • SC

    Shana Carp

    over 4 years ago #

    Its more than pain. The s curve for expsoruves to buy is complicated. Pain is only one factor. Plus, in a multi-person buying situation (saas), you have to model s-curves for everyone

  • EM

    Elia Morling

    over 4 years ago #

    Love this! I think this thinking is a nice addition when describing the pains of personas.

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