This is a topic I’ve spent a long time reflecting on because you’re right. Pain point marketing is a classic strategy but it’s tangled up in a lot of questions around ethics and manipulation.
So, does spotlighting pain points mean you’re exploiting your audience’s vulnerabilities?
It doesn’t have to.
The truth is, your audience is coming to you because they have a problem and they want help. Glossing over their pain is ignoring the real experiences or hardships they’re going through.
But, when we bring up pain points in web copy, we’re not setting out to make anyone feel ‘less than’ for having problems. Instead, it’s about saying ‘Hey, I see what you’re struggling with and why you need a solution. I’ve got one for you!’
So here’s my tips for keeping it real but respectful when using pain point marketing:
- Acknowledge, Don't Amplify: Recognize the challenges your audience faces without piling on or making them feel ashamed.
- Focus On Empowering: Shift the narrative from the pain they're feeling to the excitement of discovering a solution.
- Offer Genuine Help: If you can legitimately help your audience then you're supporting them, not exploiting them.
- Be Honest: Speak to your audience as a friend, not a target, by sharing your own experiences.
So, is zoning in on pain points unethical? Not if you’re doing it with care, respect, and a genuine desire to help.
It’s about acknowledging your audience’s journey, validating their feelings, and offering a path forward, without capitalizing on their discomfort.
If you’ve been shying away from addressing pain points because it felt iffy, I hope this opens up a new way for you to talk to your audience about their experiences!
And if you’re worried your copy is tipping into the dark side of pain point marketing, then let’s chat. Remember, I’m here to write copy that feels good and sells even better!
