Painspotting: Top positioning through clear differentiation
#1 Analysis: Who is your target customer?
A very central question to which I get the same answer in almost every conversation. "Hm, actually everyone." No.
A good service or product offer is always solution-oriented, i.e. it solves a needs-oriented problem. Different target groups have different needs. Different needs require different solutions. A solution that tries to be the best solution for all problems does not work.
Only those who position themselves correctly will benefit.
What is a problem?
A problem is by definition an unsatisfactory starting situation and an obstacle for the person it affects. A problem usually causes "annoyance", because solving a problem requires effort, it costs energy and is often complicated.
However, the problem must be solved because it prevents the person from achieving a desired state. A person is willing to pay for the solution of a problem, as long as the solution brings the hoped-for benefit, namely the solution or at least an improvement. The higher the level of suffering, the higher the solution orientation and willingness to pay.
Problems are always the result of unsatisfied basic needs (Maslow's hierarchy of needs) and life motives (according to Steven Reiss) https://maximal.digital/positionierungsstrategie
7 factors of your target customer and his problem
- Your potential target customer has a problem and an unsatisfied need.
- Your potential target customer cannot or does not want to solve his problem himself.
- Your potential target customer has to find a long-term solution to his problem
- Your potential target customer has optimally a high degree of suffering
- Your potential target customer must find a solution as quickly as possible.
- There is no solution that solves the customer's problem and satisfies his needs.
- Your potential target customer is willing to pay for the solution of the problem.
5 factors that your problem solution must contain:
- 1. your problem solution must offer your potential target customer a significantly higher benefit than he already has. This means he must experience a great "reduction of suffering" after the purchase or after using the product/service. In the optimal case the product achieves the satisfaction of the need and solves the problem completely.
- 2. your problem solution must be easy to understand and easy to implement.
- 3. your problem solution must be exceptional and unique and clearly stand out from other providers.
- 4. your product must generate emotions.
- 5. the value of your product must be higher than the monetary value the customer pays for it. The higher the suffering, the higher the willingness to pay to solve the problem.
Further Questions
- What does the customer expect on my website / online shop?
- How can I optimally pick up and guide the visitor?
- Which emotional motives and psychological aspects do I have to consider?
- With which content do I achieve which result?
- Emotion and content vs. conversion and turnover
- How, where and when does the customer look for my problem solution?
- How can I be found at the right time?
- How can I create a positive brand perception?
- How can I inspire the customer?
Whoever solves problems always has demand. He who solves problems always has customers. Whoever solves problems determines the price.
