How To Find The People Who Want and Need Your Products or Services

Where Do You Find Those People That Want and Need Your Products or Services?



It’s not easy to find the right people who want and need your products.


But, those people are out there, and you’re ready to help them, right?




The issue is targeting the right audience with your content, your products, and your services.





“You may be attracting traffic, but they’re not converting and leading to sales”……..says Michael Karp, in his post “How to Find Your Customer’s Pain Points”


It all starts with discovering your customer’s pain points, and by centering your marketing strategy around their needs.


Read on to find Michael’s 4 proven methods that you can use in your own business to help you to find the “right” people…..


Method#1 – The “5 Why’s” Method for Finding Your Customer’s Pain Points

  • The “5 Why’s Method” is a way to hook more readers into your blog content.
  • Here’s how it works:
  • You determine what your audience is going through, what they’re struggling with.
  • You prove to them that you understand it.
  • You genuinely care about their problems and want to help them.
  • You start with a surface-level issue they need solving, and you ask them “Why?” five times to pull out the pain points associated with it. (Kind of like when you were a kid, asking “Why? Why? Why? Why? Why?” to annoy your parents. Same deal, but with a much more profound purpose.)
  • If business owners don’t understand their customer’s pain points, how are these people going to get their problems solved?
  • So it’s your responsibility, your duty, to identify these pain points and deliver products and services that cure them.
  • Actions to take:
  • Talk to your current customers. Ask them these questions. Have a genuine interest in finding out what problems plague their lives and how you can help them.
  • Take your efforts to Google. Find Frequently Asked Questions related to your industry. This is a good starting point. FAQs arise because they address common concerns of a general audience. However, they are surface-level, so use them to dig deeper.


Method #2 – Find Out What Your Customers Are Reading, and Discover the Problems They’re Trying to Solve

  • Whether big issues or small, you’ll gain insight into your customers by reading what they read, learning what they’re trying to learn, and tailoring this information to your content, your products, and your services.
  • How to find what your customers are reading:
  • Do a Google search for trade magazines, such as: + . (“construction management magazine”)
  • Do a Google search for blogs discussing your industry, using the same method as #1. (“construction management blog”)
  • Hop on Quora and Reddit and do a search for threads on your industry.
  • Grab an issue of your local newspaper and scan for stories and sections that would resonate with your audience.
  • With each medium, identify the pain points afflicting your customers, and incorporate them into your content marketing strategy, marketing efforts, and how you sell your products and services (right down to the writing on the home page of your website).


Method#3 – What Are Your Customers Talking About on Social Media? That’s Your Insider Information

  • Cultural issues spread like wildfire.
  • Status updates about pissed off drivers and terrible customer service make their rounds in the social landscape.
  • Groups form, communities come together, and people discuss some of the most pressing issues plaguing their lives.
  • Head over to the main social media networks (Facebook, Twitter, Google+, LinkedIn, Pinterest, Reddit, Quora, etc) and do a simple search for your target audience.
  • From there, look for groups, pages, profiles, and/or hashtags they have formed.
  • You’ll get a direct route into the minds of the people you serve, and the customers who truly want and need what you have to offer.


Method#4 – Keyword Research (What Are Your Customers Searching For on the Internet? (Answer: Solutions to Their Pain Points)

  • Suggestions for conducting keyword research:
  • Search for keywords and phrases related to your industry (typically 1-3 words in length)
  • Fire up an excel spreadsheet and record the top searched keywords and how often they’re searched for
  • Don’t worry too much about exact numbers. Use your results to get a relative idea of what is being searched for most often. Those are your key pain points.
  • Choose 4-6 keywords or phrases to target in your content marketing strategy
  • Take note of how these keywords relate to your products and services
  • Some free services to use (most services have paid options, as well):
  • Google Adwords Keyword Tool
  • Wordtracker
  • SEMRush
  • SEOBook
  • Try out each service, decide which ones you like best, and use them to conduct future research as well.
  • Keyword research is one of the most powerful market research tools we have at our disposal.


In conclusion:

Remember that your customer’s pain points are the driving forces behind their need for your products and services. They spark the buying process. They spark the thoughts that go something like, “Man, this has been bothering me for way too long. I need to check out some companies that sell this product.


Which company should I choose?” That company is you. That business is you. That person is you. But in order for them to find you, you have to cater to their needs with a genuine interest in solving their problems.


It’s all about knowing what’s going on in the minds of your readers/customers and helping them see that you get them, and can help them



If you enjoyed this post and found TONS OF VALUE, please take a moment and share……Thank you 🙂


Sharing IS Caring!


To Your Success,
Joan Harrington



Facebook Comments

47 thoughts on “How To Find The People Who Want and Need Your Products or Services

  1. Very insightful, Joan. It’s funny–I had an SEO company for years, and my website numbers were really high. And I did receive a lot of biz queries. But the thing is, they weren’t queries for what I actually DO. I changed SEO folks a little over a year ago, and it’s taken time to build the traffic up again. BUT, it’s the right traffic–folks actually seeking a developmental editor, not a copy editor.
    I love this article–it tells me why! Thank you!

    • Why thank you Susan 🙂 It is all about the “right” traffic and yes it takes time to build it……but once you get those coming to you for all the “right” reasons it really makes a HUGE difference, doesn’t it? Really appreciate your feedback and comment 🙂

  2. Hi Joan,

    We have to know our audience and what they are struggling with. We have do our research and ask questions about their pain points. Speak directly to the challenges they are looking to resolve.

  3. I’ve been looking into this topic for the past few months because we’ve been developing training products and research is key. Although it’s been a long, time-consuming process, the research is starting to produce results. I’ve found that Amazon’s book reviews expose pain points well. Keyword research has not been helpful for me, but I’m going to try some of the other suggestions you mentioned. Terrific list, thank you!

  4. Great advice, Joan.It’s really important to know and understand your audience and what they want and need. Your tips for discovering this are really helpful

    • Thank you Tamuria! Yes it is really important to know and understand your audience and what they want and need 🙂 So glad you enjoyed my post and found value!

  5. Joan – It all boils down to being sensitive to the people we’re trying to represent, no? I also like the idea of addressing their concerns in language that is common to them. Also, I think all people like to connect, and feel that they’re in the “in-crowd.” Hence the proliferation of social media. Helping them to be the best versions of themselves will help us, as well.

    • Absolutely, Joan, it does all boil down to being sensitive to the people we are trying to represent! Yes, helping them to be the best version of themselves helps us as well 🙂 100% agree with you 🙂

  6. Hi Joan,
    Lot of people like me used to find wrong people for their business.
    It is very difficult to distinguish between the people who can be possible customers in future.
    This the main reason of less efficiency of marketing plans. Investing money, resource and effort on wrong people only leads to waste of them. If they are put up in right people it could boost any business to multiple times.
    The strategy you described somehow makes it easy to distinguish people easily. Thus business can have higher performance and sales.
    With regards,

    • Hi Saurav 🙂

      Thank you for your wonderful comment 🙂 You definately need to know WHO you are marketing to and make your strategy around them 🙂

  7. Yes, good stuff. They want to be rid of their particular pain point. I want to be the one to help them. I need to have the right methods to get in front of them with the answers they need – and they need to see me, hear me, find me. Amazon book reviews uses the language of our audience too. Thanks!!

  8. Great tips in this post, Joan. It really speaks to the researcher in me, as all of these points ask us to do the research to find the people who are perfectly aligned with who we are and what we do. Each of them adds to the previous one and together, if we take the time to do them, we’ll be more in tune with the customers we seek. Thanks as always for your insights!

  9. Great tips! I am in the throes of this right now… I find I get going down rabbit holes and start getting other ideas, so it’s key for me to stay focused! I will refer back to this, thanks!

  10. Hi Joan,
    I did find tons of information in this article. I take notes to understand what I am reading.
    Targeting the right people who need
    your services. Targeting them with your content products and your services.

    You explain it so well. This is so important. This is how to map out a campaign for
    reaching your target prospective clients.Great guidance Joan. Saving my notes!

  11. Great post Joan

    Thanks for the great resources and great reminders.

    People need to do research first before creating or offering a product or service

    As Zig Ziglar so often said, and I paraphrase, Find out what people want and give it to them and your wants and needs will be well taken care of.

    To great success


  12. Joan,
    This article is packed with great tips and clear direction on how to build your buissness and it reflects a clear writing pattern that is easy to understand and comprehend. I made me think and ask questions about my buissness and where I want to take it to the next level. Thank You!

    Lori English,

  13. Hi Joan, you are so right, we need to know what our customers are looking for, and these are great ways to do just that. I always ask my subscribers how I can help them, it’s essential to learn more about them and try to fulfil their needs. That way they keep coming back for the solid and reliable provisions you give them.

    Enjoy the journey!

  14. Interesting post ,Joan
    I never heard the word pain point this way.
    But it is right finding people’s pain point is
    a great way and you have many very good
    suggestion how to go about it and find out
    what they really need and are looking for.
    Thank you

  15. Hi Joan,

    These are some wonderful methods to heed to! Method 3 resonates a lot. You can really get down to what people need through groups, especially in Facebook and LinkedIn.

    Thanks for sharing these tips!

  16. This is great! People will use and buy services to solve a problem or reduce a pain point. Understanding and removing pain points helps to connect with your target audience. Great article!

  17. Super ideas and tips, Joan. Love the FAQ search for our particular industries; sometimes we’re so close to what we do that we have put blinders on ourselves. One of the things I’d like to mention is the distinction between wants and needs. We as business people may have a clear idea of what people need — but do they want it? And, more importantly, are they willing to pay for it.

  18. Hi Joan

    That’s a really helpful post thanks, with lots of ideas for our marketing campaigns..

    There’s certainly enough pain in the world that we can all help by solving it.

    It’s said that avoidance of pain is more urgent than greed in a prospect’s mind.

    Joy – Blogging After Dark

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