“Pain points” are a key way we get people to pay attention to us as marketers. But when was the last time you spent time or energy developing “pleasure points?”
Pain points serve a purpose. They allow us as product designers to focus on needs and opportunities. They allow us as marketers to grab a prospect’s attention. They allow us as leaders & visionaries to show we can empathize with our prospect’s current situation.
Pain points have often been used to manipulate or shame. But they don’t have to be. And your marketing, sales, and product development will suffer if you don’t spend time identifying and communicating that you understand your customers’ pain points.
Pleasure points, on the other hand, are an underutilized reversal of the this old standby. Sure, you see plenty of “Make More Money,” “10lbs Thinner,” and “More Inner Peace Now” sprinkled around. But is this really painting the picture of pleasure that your prospects are looking for?
Pleasure points are a key way to get attention from your Most Valued Customers, especially in the You Economy, especially in a “saturated” market. And we’re all in the You Economy and most of us are in saturated markets. So how do you pin down your customers’ most important pleasure points?
Often, I ask my clients, “What does that look like?” or “What does that mean for your customer?”
Pleasure points are all about painting the full picture of success. Click to tweet! When you’re 10lbs thinner, you might get to shop at a trendier store for clothes that are a different size. When you’ve got more inner peace, it might look like a cleaner house or a less frazzled schedule.
But it’s also about searching for the deeper meaning of success. When you’re 10lbs thinner, you might be more inclined rekindle the fire in your romance or go looking for romance in the first place. It might mean that you spend less time at the doctor’s and more time in the great outdoors.
Just as Danielle LaPorte talks about using core desires as metrics of success, we can use pleasure points to name those desires, paint a vivid picture of them, and dive further into what those desires mean for our prospects so that we can help them create the “success” they’re after through using our product or service.
The key here is specificity. You’re not aiming to paint a Rothko. You want to aim for something more like photorealism. You must get clear on your customers’ core desires, the unique circumstances those lead to, and what deeper meaning those circumstances hold for your customer.