Let's determine what pain points we can market to. Once I share with you how to determine what those pains are, we can talk about how we bridge the gap between those pains and the solution.
The first thing that we're going to do is start with a blank slate here – we'll assume we're starting out from "square zero." That means that we do not know any of the problems, pains, or solutions for this market.
If you've been in business for a while and you already know what some of these are, jump to whatever level youre at in the process. You do not have to begin at this beginner stage, but I'm covering in case you're new, or breaking into a new niche where you do not have experience.
Let's say that you're starting out and you know that there's a pain and a problem in your niche, but you do not know really how to describe that pain or problem. Initially you begin with some generic marketing that identifies what you think the problem might be. Choose a generic problem in your particular niche.
You're going to create a squeeze page that is centered around that problem, then you're going to present a solution to that particular problem on the page.
For example, the squeeze page might say "Discover the 7 Steps to Overcoming" and then name the problem.
Remember, you're being pretty generic. You do not know the real problem yet, or the nuances of the real problems.
I did this when I started my business; my first squeeze page was very generic.
Over time they became much more targeted as I discovered exactly what the real problems were.
Next, you're going to have generic bullet points:
- You're going to learn how to do this
- You're going to learn how to do this
- You're going to learn how to do this.
Then you'll have a call to action "Download the Training." Whether it's a PDF, an MP3, a video, it does not make any difference what you've got right now, just tell them to download it.
Now this tweak is important for your initial squeeze page / opt-in page:
Instead of just asking for name and email address, you're going to ask for name, email address, and you're going to create a custom question that says "What is your biggest challenge with …" and then whatever the problem is. Or you can phrase it "What is the biggest problem you¡¯re experiencing with …" whatever the problem is.
There are two ways to do this. One way is to force people to put something in that box in order to get your free information (usually through your autoresponder's form). I do not like doing that because you do not get as many subscribers. If you generate 100 subscribers, and you ask this question in your first or second email, you'll get maybe 20 or 30 people giving you answers anyway. And you would still get 100 subscribers – not just the ones willing to reply.
If you force people to answer something on the form, you may only get 50 subscribers. Each of those subscribers has answered something, but it's likely that only 20-30 are giving you their true reason and their true problem. The other 20 or 30 are just typing something into that box to get you to give them the free gift.
So, in my opinion, we should not require that they answer that box in order to get the free gift. We know that after 100 to 200 subscribers we'll have between 20 and 40, maybe even 50, answers. We take all of those answers, we study those answers, and we will discover what people's true needs are. We'll know what they need with this particular problem. Then we can begin to accurately target what those problems and needs are.