This isn’t an original idea from me but I am sharing it
because it is so clear,valuable and helps the novice understand what a new business/product/service must do to succeed. I have heard it mentioned casually on
several marketing podcast and on twitter but I don't know who deserves original credit.
Market pain killers
You should be selling a solution that is a pain killer solving/fixing/curing
something that really hurts. If your product isn't creating pain killers fixing
tough and difficult problems you are in trouble. Pain killers solve deep and
important business or consumer needs. When you are using a pain killer (software, a delivery service a great website) you almost can't live without it. If the business disappeared and your pain reoccurred your need (problem) would still exist.
Vitamins on the other hand are for long term health. You don’t
take a vitamin and feel better that same day. You use vitamins as supplements. Pain killers are different. If you every had a toothache and got some heavy duty pain killer until you could see your dentist, you know what I mean. If your back is killing you, a
pain killer alleviates the hurt now.
This notion of pain killers of course is purely a metaphor but an interesting way of thinking about what your business must do to be successful. Successful businesses solve painful problems. If you solve small problems
that businesses or consumers have, it can be difficult to be noticed or distinguished from your competitor. When you help me with a deeper problem and your solution
eliminates the pain- that is marketing power. As you develop a new app for an iPhone or a new frozen appetizer for the gluten-free consumer, ask yourself what deep problem are you fixing?
Here are three examples of deep pain killer marketing opportunities waiting to be cured.
loud leaf blowers that disturb the peace
Pain Pill: When
Mr. Dyson (of vacuum fame) finally creates a leaf blower that is as quiet as
his fans, he will be solving a deep problem. Efficient leaf cleaning without the loud intrusive noise.
expensive solar panels.
Pain Pill: When
roofing materials are made of mini-solar panels that look like a traditional
roofs and cost the same as traditional shingles, then someone is going to hit a home run. The company that innovates and combines shingles and solar panels into one product will be solving a big pain point for consumers like me who want a more attractive solar solution.
Pain: Lack of fresh, local produce in a city or under served neighborhood
Pain Killer: Think Good Humor Trucks meets the farmer's market. Farmer's market trucks that deliver fresh vegetables instead of ice cream. Portable health comes to under served communities.
What are you prescribing for your customers; vitamins or pain
Notes: My blog is designed for those trying to unravel some of the mysteries of marketing. If you enjoy my writing, won't you share my posts with your marketing friends? Thanks.
Labels: Marketing Moments, pain killer marketing