Marketing Made Simple #18

You customers have a thorn in their side. What is it?   

Bonjour, Hello,

Welcome back to our marketing journey!

Today, we will explore where your customer stands before finding your offer. In our previous discussion (read it here), we mentioned the transformation you need to bring to your customers, guiding them from discomfort to a more positive place. 

If you understand how your customers feel (before making a purchase), you will be able to use the right words to make them feel seen. This not only positions your business as a solution but ensures you’re top of mind when they’re ready to take the next step.

TLDR (key takeaways)

• Understand your customer discomfort – how your customers feel – before discovering your offer.
• How? Dive into customer research.
• Why? Because using the right language makes your customers feel seen and understood.
• Reflection question: Where are your customers exactly?

Meet your customers where they are 

Your soon-to-be customers are in a state of discomfort, almost reaching the point of being unbearable. They want to escape this situation, and guess what? That’s where your intervention comes in!

I don’t believe marketing is creating demand, or forcing you to buy something you don’t want. Deep down, you want to buy that stuff. Perhaps you’re hesitant to admit the reasons to yourself — maybe there’s a touch of guilt, a hint of dullness, or a feeling of it being unreasonable. But the bottom line is, you made that purchase because you believed it would bring something to make you feel better.

Remember that episode of FRIENDS where Monica bought those crazy expensive boots? She explained to Chandler that the boots are super cute and they go well with every outfit.

But why the heck would Monica buy boots that cost more than rent?

• To prove affordability (to the salesman): It’s about feeling excluded from a privileged circle, and the purchase proves she belongs. 
• For compliments and attention: Seeking acknowledgment in situations where she feels unseen or maybe invisible.

No judgment – we’re all a bit irrational, aren’t we?

So, here’s the golden rule: meet your customers where they are. Understand what they might be going through, try to apprehend their discomfort. Once you get to know them, you will be able to talk their language, be empathetic, and make them feel seen and understood.

How to understand your customers’ feelings?

Simple. Talk to them!
Dive into some customer research, gather feedback, and soak in those insights. Organize calls with your current customers. Send surveys. Ask questions on your social media account.

Why is that crucial?

Because crafting messages that hit the mark is vital. Whether it’s on your website, landing page, Instagram ads, or emails, you want your audience to think, ‘Finally, someone who gets me!’—and that’s how you grab attention. In a world filled with noise, connecting with your leads on a personal level cuts through the clutter. I’m not suggesting it’s the sole focus, but it’s a cornerstone of your content and messaging strategy.

Here are some examples

It’s from a newsletter I have subscribed. Hillary Weiss found the perfect words that resonate with me.

I heard of Katy Chen in a podcast and was curious about her business. This is her homepage. She pinpoints what her prospective customers might be struggling with.

This is from Sally Prosser, she is a voice coach based in Australia. She organised a free 7-day challenge earlier this year, and I learnt so much about public speaking. On her homepage, Sally connects with prospective clients by addressing common feelings of fear and intimidation.

Reflection questions of the week

• When was the last time you talked to a customer? 
• Can you describe this state of discomfort your customers are experiencing before buying your offer?

That’s a wrap for today! Got queries or thoughts? Reach me at hello@jconsulting.solutions.