Finding your Ideal Client’s Pains and Gains

An ideal client profile can help guide how you market your business. The idea is to attract your ideal client with your marketing efforts, and get them to become a customer. But how do you do that? By speaking to your ideal client’s pains and gains.

Read on to learn about what pains and gains are, and why they are such an important part of your ideal client profile.

common pains

Common pains

Part of human nature is our drive to move away from anything painful. These pains may be physical but are more likely to be emotional pains such as irritations, frustrations, or fears. You may have also heard pains being referred to as pain points.

Many products or services are developed to address specific pains. For example, a CPA addresses the pain of fearing making a mistake on taxes. A dietary supplement addresses the pain of poor health.

Here are common pains that we like to avoid:

  • Physical pain
  • Poor health
  • Low energy
  • Shame
  • Lack of money
  • Stress
  • Confusion
  • Feeling overwhelmed
  • Isolation or loneliness
  • Fear of failure
  • Low self-worth
  • Feeling unlikable or unloved
  • Poor results
  • Too much to-do, too little time

Pains are relevant even if your clients are other businesses. After all, businesses have pains too.

Common pains that businesses may have are:

  • Lack of systems
  • Low profitability
  • Declining revenues
  • Inability to delegate
  • Overworked
  • Underpaid
  • Many of the pains listed above such as fear of failure, stress, confusion, etc.
Common gains

Common gains

Not all products or services address a specific pain. Sometimes, people buy products or services because they want to feel something positive. These products or services tap into the client’s aspirations, desires, or needs.

For example, a salon can address the gain of wanting to feel beautiful. A financial advisor can help someone reach financial success.

Typical gains that attract people are:

  • Feeling beautiful or desirable
  • Feeling healthy and full of energy
  • Financial success
  • Helping others
  • Feeling loved by themselves or others
  • Pride in their accomplishments
  • Ease of use
  • Feeling relaxed
  • Feeling pampered or cared for
  • Status
  • Being seen as a leader
  • Providing for their family
  • Feel engaged and passionate

Like with the pains, even if you are selling to other businesses, there are common hopes and dreams that businesses may have.

Common business gains:

  • Higher revenues or profits
  • Successfully hiring and managing employees
  • Less stress
  • Speeding up processes
  • Winning contracts and making sales

Should you focus on pains, gains or both?

Depending on the type of business you have, your clients may be more focused on alleviating pain or motivated by their aspirations of gain. 

For example, if you are a dentist, some of your patients come to you because they are literally in pain if they have a cavity or need a root canal. Or, if you specialize in teeth whitening, you want to remind them of how beautiful and desirable they will look after you help them.

For most people, the human impulse to avoid pain is more substantial than pursuing positive gain. So reminding prospective buyers about their pains while showing them how your company removes the pain is an effective way to show the value of your product or service.

Luxury brands and non-essential consumer products, on the other hand, should focus more on the potential gains and less on the possible pain. For example, luxury car brands spend less time promising reliability (avoiding the pain and cost of seeing a mechanic) and more about the status and comfort you get from the brand.

Translate your features into pains and gains with Branding Compass

As you promote your product or service, remember to describe the emotional pains and gains more than just the features. 

For example, let’s say you are a business coach. Talk about how your approach improves profitability rather than just saying that you help people with their financial systems or work one-on-one with clients (both features of how you work). Then take it a step further and remind them how a more profitable company allows the business owner to feel less stressed, proud of their accomplishments, and provide for their family.

Branding Compass can help you identify your ideal client, and their pains and gains. You can get started for free, and identify your brand visuals, messaging, ideal clients, and Unique Value Proposition.