I fell down the stairs and fractured my tailbone in April of this year. Six months later, it still hurts to sit for more than 20 minutes, which… is not ideal for someone who needs to write on a computer upwards of 30 hours each week.
(Broken) tail between my legs, I succumbed to the expense, inconvenience, and discomfort of physical therapy this morning.
As this stranger was tracing a line of searing pain across my lower back, I kept thinking of the marketing concept of “pain points.”
A lot of new writers and entrepreneurs feel guilty for talking about or bringing up pain points of customers.
But you know what?
I am so grateful that physical therapist was repeatedly jabbing into the most painful parts of my body. For a couple reasons:
She made me feel like she knew exactly what was wrong with my butt bone, and I got up from the table feeling like we were really about to solve my problems.
That’s exactly what content marketing with integrity does for business. It’s not about exacerbating and manipulating someone’s pain to spur an action that’s not in their best interest. It’s about showing you know what the cause of that pain is — and you have the solution.
Great content marketing that does that is going to lead to very happy, understood customers. Like me.