Most small business content gets ignored because it's created from the business owner's perspective, not the customer's. You're talking about what you want to say instead of what they need to hear. Pain point content flips this entirely—it starts with their problems and works backward to your solutions.
Start by researching what actually keeps your customers awake at 2 AM. Don't guess—ask them. Survey existing customers about their biggest challenges. Listen to sales calls for repeated questions and concerns. Monitor social media groups where your ideal customers hang out. Pay attention to the language they use to describe their problems.
Create content that directly addresses these specific problems. Instead of "10 Marketing Tips," write "How to Stop Feeling Overwhelmed by Your Marketing (When You're Using 7 Different Tools)." The second title immediately resonates with someone experiencing that exact problem.
Use real examples and scenarios from your experience. Don't just say "this works"—show exactly how it works. Share specific client stories (with permission), before-and-after scenarios, and step-by-step processes. People connect with stories more than statistics.
Address the emotional aspect of their pain points. Acknowledge their frustration, validate their feelings, and offer hope. "If you're feeling overwhelmed by content creation, you're not alone and you're not doing anything wrong" creates connection before diving into solutions.
Make your content immediately actionable. People should be able to implement something from your content within 30 minutes of reading it. Give them a framework, template, checklist, or specific steps they can take right now.
Test what resonates with your audience. Monitor which content gets the most engagement, saves, shares, and comments. Pay attention to the language people use when they respond—they're giving you gold for future content topics. Enji's AI copywriter helps you turn customer pain points into compelling content that resonates with your audience.
