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Pain Point Research Directive

Value: Foundation for all marketing effectiveness Timeline: 2-4 hours per client Tools: Google, Reddit, Review sites, Competitor analysis

Purpose​

Deeply understand the customer's pain points so all marketing speaks directly to what makes them buy. The internal problem (how they FEEL) is where purchase decisions happen - not the external problem.

Without this research, marketing is guesswork.

The Pain Point Framework​

The 3 Levels of Problem (StoryBrand)​

LevelWhat It IsExample (Cleaning)Example (Med Spa)
ExternalThe surface problemMy house is dirtyI have wrinkles
InternalHow it makes them FEELI'm overwhelmed, failing as a parentI feel invisible, like I've lost my spark
PhilosophicalWhy it's just WRONGNo one should choose between clean home and family timeAging shouldn't mean becoming invisible

The Villain​

Every story needs a villain. The villain is the ROOT CAUSE of the problem.

IndustryVillain
CleaningThe never-ending to-do list
Med SpaTime and aging
HVAC/DuctHidden dangers in your home
RestorationDisaster and uncertainty
CarpetLife's messes and wear

Research Methods​

1. Review Mining (Most Valuable)​

Where to look:

  • Google Reviews of competitors (and client if they have reviews)
  • Yelp
  • Facebook reviews
  • Nextdoor
  • BBB complaints

What to extract:

  • Exact words customers use to describe their problem
  • What they praise (reveals what they value)
  • What they complain about (reveals fears)
  • Emotional language ("finally," "relieved," "so happy")

Gold phrases to find:

  • "I was so [emotion] because..."
  • "I finally..."
  • "I wish I had done this sooner..."
  • "I was worried about..."
  • "What I really needed was..."

2. Reddit & Forums​

Search queries:

  • "[service] worth it reddit"
  • "[service] regret reddit"
  • "[service] advice reddit"
  • "[problem] help reddit"

Subreddits by industry:

  • Cleaning: r/CleaningTips, r/homemaking, r/ADHD (cleaning struggles)
  • Med Spa: r/30PlusSkinCare, r/SkincareAddiction, r/PlasticSurgery
  • HVAC: r/HVAC, r/HomeImprovement, r/homeowners
  • Restoration: r/homeowners, r/Insurance
  • Carpet: r/carpetcleaning, r/HomeImprovement

3. Google Autocomplete​

Type into Google and see what autocomplete suggests:

  • "[service] near me..."
  • "is [service] worth..."
  • "should I get [service]..."
  • "[service] vs..."
  • "best [service] for..."
  • "[problem] how to..."

4. People Also Ask​

Search for the service and scroll to "People Also Ask" - these are real questions real people have.

5. Competitor Ad Analysis​

Facebook Ad Library:

  • Go to: facebook.com/ads/library
  • Search competitor names
  • See what pain points they're targeting
  • Note the language they use

Google Ads:

  • Search for the service
  • Read the ad copy
  • What problems are they highlighting?

6. Client Interviews (If Possible)​

Ask the client:

  • "Tell me about your best customer - what were they struggling with before they found you?"
  • "What do customers say when they call? What words do they use?"
  • "What objections do you hear most often?"
  • "What makes someone finally pick up the phone and call?"

Output Template​

Add this section to each client's CLIENT.md:

## Customer Pain Point Deep Dive

### Primary Internal Pain
[The core FEELING that drives purchase - one sentence]

### The Full Pain Picture

| Level | Pain |
|-------|------|
| External | [Surface problem they SAY they have] |
| Internal | [How it makes them FEEL] |
| Philosophical | [Why it's just WRONG] |
| Villain | [Root cause] |

### Trigger Events
What makes them finally take action:
1. [Trigger 1]
2. [Trigger 2]
3. [Trigger 3]

### Objections & Fears
What stops them from buying:
1. [Fear 1 + how we overcome it]
2. [Fear 2 + how we overcome it]
3. [Fear 3 + how we overcome it]

### Words They Actually Use
Pulled directly from reviews and forums:
- "[Exact quote 1]"
- "[Exact quote 2]"
- "[Exact quote 3]"

### Willing to Pay Premium For
What justifies higher prices:
1. [Value 1]
2. [Value 2]
3. [Value 3]

### Emotional Journey
- **Before:** [How they feel before using service]
- **During:** [What they experience]
- **After:** [How they feel after - the transformation]

Process​

Step 1: Review Mining (45 min)​

  1. Find 5-10 competitor Google Business listings
  2. Read at least 50 reviews total
  3. Copy/paste standout quotes into a doc
  4. Note emotional language patterns

Step 2: Reddit/Forum Research (30 min)​

  1. Search relevant subreddits
  2. Read 10-20 threads
  3. Extract pain points and language
  4. Note what people recommend and why

Step 3: Google Autocomplete & PAA (15 min)​

  1. Run 10-15 search queries
  2. Screenshot autocomplete suggestions
  3. Copy "People Also Ask" questions
  4. Identify patterns

Step 4: Competitor Ad Analysis (20 min)​

  1. Check Facebook Ad Library for 3-5 competitors
  2. Note pain points being targeted
  3. Note offers and language
  4. Identify gaps we can exploit

Step 5: Synthesize & Document (30 min)​

  1. Identify the PRIMARY internal pain
  2. Fill out the template
  3. Update CLIENT.md
  4. Note any conflicts with existing BrandScript (flag for review)

Quality Checklist​

  • Found at least 10 direct customer quotes
  • Identified the PRIMARY internal pain (one clear feeling)
  • Trigger events are specific, not vague
  • Objections have corresponding solutions
  • Language is pulled from REAL customers, not assumed
  • Updated CLIENT.md with findings
  • Reviewed for conflicts with existing BrandScript

Edge Cases​

SituationResponse
Can't find enough reviewsExpand to adjacent markets or broader industry
Conflicting pain pointsNote both, test in marketing to see what resonates
Client disagrees with findingsPresent the evidence, but note their perspective
Pain points are vagueDig deeper - ask "why does that matter?"

Learnings​

Update as you discover what works best for research.

Changelog​

DateChangeAuthor
2025-12-04Created pain point research directiveClaude