Run time: 54 seconds
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Humans constantly seek solutions to everyday frustrations and strive to enhance their lives, often willing to pay well for quick fixes. Frustrations can also be seen as the opposite side of appealing to ‘wants’—identify what people don’t want or are frustrated by, then clarify what they do want and how you can help them achieve it.
Moreover, your competitors might be the source of their frustration, presenting you with an opportunity to improve their experience.
Common areas of frustration are:
Poor Customer Service: Issues such as long wait times, unhelpful or rude staff, and inadequate problem resolution greatly affect customer satisfaction.
Product/Service Limitations: Shortcomings in functionality, durability, or user-friendliness can lead to dissatisfaction and complaints, impacting the overall customer experience.
Misleading Information: Providing inaccurate details about product features, pricing, or promotions can significantly frustrate customers. When they feel misled, their trust in the brand erodes, reducing the likelihood of repeat business.
So how do you help alleviate frustration in your customers lives and can you communicate that better?
Next week we’ll consider how to appeal to people’s fears in your marketing.
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