No, this isn’t just another article on pain point marketing. Beauty brand marketers can talk endlessly about how to identify customer pain points in order to sell them products. But while that approach feels ever more outdated, pain points are still a useful tool — if you use them in a different way.
Instead of focusing on customer pain points in general, I encourage brands to look at their customer’s pain points within the journey from product discovery to purchase (or from product discovery to abandon cart, if that’s where that particular journey ends).
What friction, either technical/practical or emotional, are your brand’s customers coming up against when they interact with your brand?
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Updated December 2022
