E26 How to Use Pain Point Marketing the Right Way to Empower Your Clients 📈🤝⚡
Updated: Dec 9, 2022
Some entrepreneurs avoid pain point marketing, thinking that it takes advantage of clients. It can certainly be toxic, but that’s not always true. When used conscientiously and with genuine consideration for your customers, it can be a wonderful tool to empower your clients. But how do you make sure you do that?
In this episode of The Pollen Podcast, Diana shares her insightful take on pain point marketing. She talks about the three important questions entrepreneurs like you should answer. Once you do, it will help you take your clients on a plane ride from their pain points to their paradise.
Join us in this episode and take part in Diana’s short activity on empowerment. Empower yourself, and learn to empower others!
Create your own creative entrepreneurship story of clarity, professional confidence, and profit. Join Diana’s 90-day group course Camp Clarity and learn everything you wish you already knew, like how to land dream clients, harness the power of social media, and make the money you deserve. Learn more here.
🔥Here are three reasons why you should listen to this episode:
Discover how Diana leads her clients with effective and empowering marketing strategies so they can make more sales.
Why it’s important to hold space for your most aligned clients in your containers and not say 'yes' to just anyone.
Learn about pain point marketing as an important tool for understanding your clients.
The Pollen Podcast Ep. 16: How + Why You Should Detox Your Product Suite
Achieve the life, career, and clients you’ve always wanted (and fully deserve!). Join the waitlist for Camp Clarity! The 7th Round starts this October.
Join the waitlist for the ASCEND Mastermind, a four-month immersive mastermind for entrepreneurs ready to scale their next mountain. ⛰️
Want to have one-on-one coaching support from Diana? Check out the brand new Voxer Coaching Container.
Attract your dream clients with my free masterclass!
Access other courses from Diana Davis Creative.
🎧 Episode Highlights
[05:23] Using Pain Point Marketing without Toxicity
Pain point marketing can be toxic when it paints your clients as broken people.
It manipulates them to purchase your product by presenting it as something that can fix them.
Instead, look at your clients as whole people and use pain point marketing to understand their motivations and struggles.
Diana: “Every client that I have is so whole and ready to roll, but they do have things that they need help with. I’m not going to ignore that and pretend that they’re just like this perfect business owner who doesn’t need any sort of help or transformation.” - Click Here To Tweet This
The starving healer mentality is a common pain point among business owners. They feel guilty putting a price tag on their products and end up not charging enough.
Another common pain point is the scarcity mindset. Entrepreneurs say yes to every client and deal, thinking that nothing else will come in otherwise.
[07:52] Dream Clients and the Empowered Yes
Dream clients are those who light you up and respect your boundaries.
Diana: “Start working with dream clients. That entails not only calling in your dream clients, being clear on who that is, but also being able to say no to the ones that aren’t a good fit.” - Click Here To Tweet This
The job of a coach is not just about teaching their clients to say yes to every opportunity. They need to be confident when they say yes to something new.
You can only thrive in a container if you work with dream clients and only give empowered yeses.
[10:33] Workshop Activity: Three Questions
Think of one product or service you are currently offering to clients. Then, create three columns for three questions.
Where are they now? This question determines your client’s pain points.
What are the details? This is the plane ride. What product, program, or service are you offering them?
Where are you taking them? This question identifies the goal — the paradise — you will reach after the plane ride.
[13:53] Where Are Your Clients?
Identify the pain points of your clients. Determine what they’re good at and where they need help.
Knowing where they’re currently at helps you pinpoint which product or service can help them.
[16:48] Where Are You Taking Your Clients?
Diana emphasizes the importance of visualizing your clients’ paradise. What is their goal? What does it look like?
Empowerment is a common denominator in your clients’ versions of paradise. At the end of the plane ride, they need to be more confident in what they have to offer.
Empowerment creates a ripple effect that eventually impacts the world.
[19:36] How to Attract Clients
Diana: “When we hit on those things that our clients are actually challenged by and we address them, that’s something that brings them in.” - Click Here To Tweet This
Show your clients where you can take them by making your product clear.
Talk about your products and services like you are the one using them. What value do they bring?
Utilize your community. People talk about you and observe what you do, even when you do not know it.
Sometimes, clients come up out of nowhere. All you have to do is to be open to the opportunity.
Enjoyed this Podcast on Empowering Clients?
Through pain point marketing, you can boost your clients’ confidence and also be more confident in yourself. Remember and utilize the three important questions we talked about today, and you’ll always have an easy guide through the process!
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Diana Davis: Are you struggling with XYZ? Do you want to feel XYZ way when you show up online? Do you want to have a growing resilient business, and you go, yeah, that's me, right? So when we hit on those things that our clients are actually challenged by and we address them, that's something that brings them in. Welcome to Pollen, the podcast for creative entrepreneurs.
I'm your host, Diana Davis, multi passionate creative, business coach, Gemini, manifesting generator, macha drinker and travel junkie. I'm also the founder of Diana Davis Creative, where I went from a six figure photography business to coaching creative entrepreneurs like you. If you want to have a career and a life you love, you're in the right place. On this show, I'll be coaching on all things creative entrepreneurship, and you'll hear stories from fellow creative entrepreneurs that will show you it is possible to do life the way you want to.
They'll share the nitty gritty of their journeys, like the real shit, and how they are doing it differently. I'm stoked to have you along on this journey. Let's go.
Hello, welcome to another episode of the Pollen podcast. It's been a hot minute since we did a solo episode, and by we, I mean DDC and the whole team, but it's just me over here. So I decided I'm going to do a little solo episode and update you on my life just a little bit.
I am in Bozeman, Montana. It is my last day here. It's September 22 of 2022, first day of fall, while we're recording this, and I'm headed to Denver, tomorrow. Then, I'm headed to Costa Rica, then I'm headed to New York for the entire month of October, so hit me up if you are around. I would love to grab coffee if we can swing it. Some things that are going on in DDC that I would love to tell you about and remind you about, we just launched our brand new coaching container, that is one on one coaching.
Something that sort of happened this year is in April, I was no longer feeling aligned with one on one coaching. I really love my groups. I have Camp Clarity, which is a course for entrepreneurs, creative entrepreneurs to gain confidence, cash and clients. I also have Ascend, which is my mastermind. It's a higher level mastermind to help high level entrepreneurs expand and grow and get deeper in their business with more purpose and more profit.
So those work really freaking well, and I really love them. I love that they have the group aspect for people to lean on, as well as some one on one components. I decided one on one coaching wasn't really what was lighting me up, so I took the time to pause. If you haven't listened to the product suite, or detoxing your product suite episode, please go back and do that.
I took a second to pause and detox my product suite and really think about what one on one could look like to make me feel lit up by it again, and therefore, letting my clients feel lit up by it again as well. So I just launched that I am doing one on one Voxer only, which is a messaging app, if you don't know about it. So it's basically like having a coach in your back pocket, having me whenever things come up.
So you can just pick up your phone and message me and I'm on the other end of the line, versus having a bunch of zoom calls. Before, I was doing one on one Zoom calls weekly. We had Slack, all of the things, and to be honest, like we're all a little Zoom fatigued at this point, am I right? I'm a busy person. I'm a nomad. You are too. You're busy. You have things going on, and I want you to be able to fit coaching in whenever it feels good.
Literally if you have five minutes and want to workshop something, we can do that over Voxer versus having to wait for a call and having a bunch of calls on the schedule. So I have spaces open up for one on one Voxer only coaching. It's the first time we've ever done this. I actually do it with my own coach and I love it. So I'm excited to be in that container with you and just be basically your biz BFF.
I already have one spot taken and it's been so fun so far. So if you're interested in that, apply in the link in the show notes. It's also, of course, in my bio and Instagram and online. We can make sure to chat and make sure it's a good fit for you. So without further ado, we're gonna dig into this week's episode, and I want to talk about marketing our products a little bit. So this is going to be more of a workshop episode with some actual action items and strategy, also some mindset behind it for sure.
So kind of want to talk about why pain point marketing is actually not the issue. There's a lot of coaching out there that says, we shouldn't be marketing on pain points. I don't want to be the one putting the sword in your heart and twisting it and making you pay me, right, because you feel like I'm going to fix you, which I totally agree. That is really toxic pain point marketing, don't want to be the people who are saying, you are broken.
You need to pay me to fix it. That's not the case at all. I don't like that either. But I think pain point marketing actually is really important. It's important to know where our clients are coming from and to address those pain points that they're having. I don't work with broken people. Every client that I have is so whole and ready to roll, but they do have things that they need help with.
So I'm not going to ignore that and pretend that they're just like this perfect business owner who doesn't need any sort of help or transformation. So pinpoint marketing, for me in a very non toxic way, is when we address where our clients are at. Are they struggling with confidence showing up online? Like camp clarity, for example, our clients that come in whether they have 250,000 followers, or have never posted on Instagram, they sometimes have a little bit of resistance showing up and actually selling their offerings.
They have kind of that starving artists, starving healer mentality, where they feel guilty charging people for their products. We have a heart-centered gift that we want to put out into the world, and it's like, ah, how do we put a price tag on that, right? That's a pain point that they deal with that we address in camp clarity. They also usually don't charge enough, and therefore, they're hustling their butts off, so that is also a pain point that we ended up addressing.
So another pain point that a lot of people in camp clarity deal with is working with everyone that comes through their door, saying yes to every opportunity, because they have a scarcity mindset, and they feel like they have to say yes, or something else won't come in. So one of my big things is to actually start working with dream clients. That entails not only calling in the dream clients, being really clear on who that is, but also being able to say no to the ones that aren't a good fit.
Once you are calling in those dream clients, actually charging what your product and service is worth, so that you're not hustling and taking on way too much and burning out and not actually living your life. So some pain points that are not toxically marketed, but just addressed in the marketing of Camp Clarity are things like being able to work with your dream clients, like being able to have boundaries.
Maybe the people that are coming into my programs are just really scared to show their face. They feel conceded by making everything quote unquote, about them. They feel gross in sales. They want to feel empowered to invite the people into their products and services because they know they can make an impact, but they don't know how. So that is pain point marketing at its best.
I think there is a really good way to do it, and there's a really toxic way to do it. I think a lot of people also end up saying, you are an empowered human, and you get to decide when to be in a program and when to say yes, which is true. But I also think it's a coach's job to and anyone's job, whether you're shooting a photoshoot or you are designing a logo, if someone comes to you, and we have this idea of the empowered yes.
They are like, okay, I want my brand shot in this way. I want these brand photos, but you're a wedding photographer. You need to actually have the wherewithal to say, hey, that's actually not in my wheelhouse. Instead of this kind of toxic idea that, well, our clients just get to say yes to us or not. Even as a coach, if someone is not ready for Ascend, I'm not going to just let them say yes and flounder.
It's my job to guide them where they should go, so they can thrive within that container and not resent investing a bunch of money in something that they weren't ready for. So there's a lot of marketing going on around pain point marketing, as well as the empowered yes, and I think none of it's wrong or right, but I think some of it can be manipulative. Some of it can be toxic, and then, it can also be done in a really healthy way.
So pain point marketing is not the issue in my opinion. What I would like you to sit down and do, which we did in our Ascend mastermind this week, is create three lists, okay? I want you to pick one product that you are focusing on. One service that you are focusing on. Maybe it's mini shoots if you're a photographer. Maybe it's your new design intensives if you're a designer. Maybe it is a yoga retreat if you're a yogi.
Maybe it's a certain group program, right? I want you to pick one thing, and then, I want you to take those three columns. In the left, I want you to put where are they now. The middle, I want you to put what are the details. The right I want you to put where are you taking them. So this is that idea, and it's not a new idea. I didn't make this up, but that we're taking them on a plane ride, right?
We are taking our clients from struggling in these certain aspects that we can help them with and empower them through. They are challenged by these things. They are challenged by their confidence in showing up on social media, maybe. Maybe they are challenged by even wanting their picture taken, which used to happen to me as a photographer all the time. Maybe they don't even know where to start. Maybe they don't know what to wear.
Maybe they don't even know the sizing that the photos should be on their website. That can be all where are they now. Then, the plane ride is what are the details. So if we're taking them from Wisconsin, sorry, my Wisconsin people, for taking them from Wisconsin to Paradise, let's just say French Polynesia, just for fun, what is the plane ride that is taking them there? That's the actual program or product or service.
So I want you to write what the details are of that. So first, we are doing where are they now. They're in Wisconsin. They're chilly. They're freezing. They’re bored. Man, I'm really ragging on Wisconsin. I haven't even been there, so no shame, no offense. But they're in a certain place where they need your program. They need this plane ride to go to paradise, and that's the column of where are you taking them.
What does the paradise look like for them? It's not that we're promising results. When they get to French Polynesia, they can lay on the beach all day. They can read a book. They can choose to scuba dive. They can choose to explore. They can choose to go meet the love of their life in a random Tiki shack. I don't know. But you're taking them there. You are the one saying, I can help you learn how to be confident on Instagram.
I can help you learn how to price yourself in a way that is sustainable for your business growth. I can help you work on your client flow. I can help you get clear on who your dream client is. Actually doing the work and going out there and getting the dream clients, that's on you. That's on them. So where are they now? What are they struggling with? What are they challenged by? What are their pain points?
What are you coming in and saving the day around? What are the details? It's a three month container. We meet twice a week. This is how we will communicate. This is how long the photoshoot is. This is how many edits they get. They get to work with a stylist. They get to work with, I don't know, XYZ, right? Those are the plane ride, and we don't talk about the plane ride a lot in marketing, because we don't care about the plane ride.
If I'm going to Australia, we don't want to hear that I have to be on a plane for 15 hours, right? I just want to hear about Australia, and I'll figure out the plane ride part later, right? That's why, honestly, my dream client is not a person who says, when are the call times? How many months is this? How many times do I get to meet with you? It's like, no, I just want you to trust me that I'm going to get you there to paradise, to French Polynesia, to Australia, whatever it looks like, but the plane is going to be a part of it and you just don't need to worry about that right now.
Because if you focus on that, and you can't make the call times, and it's in a different timezone and dadadada, then you're not going to get anywhere, and we're just focusing on the wrong things. So where are they now? What are the pain points? Where are you taking them? What does paradise look like for them? What are the details? What is the plane ride? Again, this isn't my original concept.
I've heard this from many people, but it's a really good way to get really clear on your product and what it actually does for your client, the details of that, and how to talk about it. So say, for example, my client is launching a feminine rising program right now. Those people who might be interested in that product. So this is my client, Amanda. She'll be honestly, hopefully, stoked that I'm promoting this program, but her handle is thepsychospiritualcoach if you want to go check her out.
But with her feminine rising program, she is talking to the person that needs support, that needs confidence, who needs to unwind some ancestral wounds, who wants to heal their feminine side, who wants to tap into their intuition, who wants to build rituals around their life. There's all sorts of things. You'll have to go check it out. But that's where they are, right? They're struggling. They don't think they're worthy of success.
They don't think they're worthy of receiving. There's a lot of those feminine wounds there, right, where she is taking them as empowerment, and confidence and community and healing. The details, three month program, retreat in Peru, all of these things, that's the flight. But what I want you to also think about in this example is the where are you taking them piece. The paradise, it’'s not just about empowerment.
What does empowerment do for them? Where does clarity bring them? Where does healing their feminine wounds bring them? Well, better relationships, probably better sex with their partner, probably more money in their bank account, because they're able to just stand in their worth and receive, right? It's like, okay, then what? If there's more money in their bank account, we can even have more of a ripple effect.
If they're having better relationships, if they're able to show up for their families, if they're able to show up for their friends, that ripples outwards, right? If they have more money in their bank account, for example, maybe they're able to give back in a really empowered way. That's huge. That's like the result under the result under the results. Actually, one of my clients, Tiffany Swan, who's an amazing retreat chef and writing a cookbook, hello, so fun.
She was saying today in our Ascend call, this reminded her of an exercise she did where they talked about, say like, Coca Cola, that's the product. The bottle of Coca Cola is the product, but the product is a lifestyle. The product is like the friends and the bubbly nature and being on the beach and having a party with people and community and connection that they show in the commercials, right?
That's the product under the product under the product, so get deep. What are your clients getting from working with you? They're not just getting photos, they are getting confidence. They're getting a vehicle to be able to show up online and share their services, which then means more money in their bank account, which then means more impact they're making in the world. Your photo of them did that for the world, right?
There's such a ripple effect with everything. So I want you to do this exercise and start talking to those people and start hitting on those things, because how many times have you heard of a product and someone says, are you struggling with XYZ? Do you want to feel XYZ way when you show up online? Do you want to have a growing resilient business, and you go, yeah, that's me, right?
So when we hit on those things that our clients are actually challenged by, and we address them, that's something that brings them in. Something I think is a really interesting exercise as well, that I discussed today in my group was what if we told people about our products and services, like we were the ones attending it, versus the ones selling it and leading it? Because you know you go to like, say I'm going to a spin class later in Bozeman, and I get out of that spin class and it's not my company.
It's not my place, right? I didn't make it up. I'm not the one selling it, but I go and tell my friend, holy shit, I just took the best spin class in the world. The music was insane. The vibe was insane. I went in not wanting to go and then quickly was energized, and I felt so freakin good afterwards. That's going to make that person want to go to that spin class. So what if we talk about our products that way?
Like, you would not believe how amazing the Ascend group is. You are in that room and you feel held and understood. There is such deep conversation going on there. It meets like weekly, so you have all of this support consistently as you're growing your business, as you're going through the hard times, as you're celebrating the wins. The community is incredible. I've met so many people.
I've gotten so many clients just from that. It's like, if we can talk about it, like a third party going versus us being like, okay, I have this group. Here's why you should join, like really be our own advocate for our products and services. Try that on as well. Then, the last thing I just want to remind you, just as a little cap here, clients really do fall from the sky. We can definitely get them on Instagram.
We can get them through word of mouth. There's a lot of masculine strategies to get clients. But just remember that that college roommate might be talking about you to someone right now, that's looking to join your program, that's looking to book a photoshoot, that's looking to attend your yoga retreat. Then all of a sudden, we get something in our inbox or something in our DMS or a text from someone we haven't talked to in five years, and they've been paying attention and they're interested in what you're doing.
So remember that people are talking about you in rooms that you don't even know about, which is so cool. If you're an integrity, that should be a good thing. So remember that clients can fall from the sky. They can come out of nowhere. Be open to it, but we have to actually talk about what we're offering and let people know why it is for them. So as always, I would love to know if this episode resonated with you, if you've done this exercise, if it was helpful.
Screenshot this, or share it on Instagram. Tag me @dianadaviscreative, and let me know. The best way to get this into more ears, this free resource that hopefully is creating impact on the entrepreneurial community is to share it, is to rate it, is to review it. It means so much to me and my team at DDC. It is such a simple way to say thank you for just putting out this free content. So I can't wait to see where you're listening on Instagram, and we'll see you next week.