Do You Know Your Target Persona’s Pain Point(s)?

May 22, 2017

Do you know what pain points your customers have? Are you effectively communicating how your company’s solutions can make a difference in their lives?

I stress often with my clients that having a crystal clear value proposition (or unique selling proposition), to inform their target consumer, is one of the top three MUSTs when branding (or re-Branding) their business. (*The other two are ensuring that logo/collateral are visually appealing and easily understood and creating a straightforward, transparent user and mobile friendly website.)

An ideal value proposition uses words and phrases that resonate with your demographic and answers the question of “What’s in it for them?” It needs to speak their language, address their pain, and provide to them a solution/resolution. They need to feel that your company truly understands what they feel and desire.

Typically businesses hone in on identifying pain points for their target markets and then position themselves to offer a suite of solutions to relieve these issues. However, how well do most of them architect their brand strategy to zero in on the pain their solution(s) actually solve for their ideal audience?

One of the unfortunate truths of life is that nothing motivates a person like pain. Not necessarily physical pain but all types of pain, emotional, time management, social issues, work-related problems or family concerns. We naturally gravitate toward products or services that promise us relief from the pain.

So it should be our intention with our products/services to deliver distinctive solutions (and relief) that resonates so strongly with our clients/customers that we end up with raving fans and brand ambassadors.

As part of my newly launched “brand chat” interview series, I spoke with Adam Tratt, the Co-Founder and CEO of Haiku Deck. They are known for their creative and unique platform alternative to using KeyNote or PowerPoint. Their product has turned the world of visual presentations on its head.


During our conversation, Adam shared that Haiku Deck was born out of the pain point of “Why is it so difficult to create an awesome presentation?”

As they formulated their product suite, its essence revolved around the core belief that presenting your company, or your story, or your idea should be a fun, creative experience, but for nearly everybody they talked to, it was the opposite. Everyone had been using pretty much the same tools, in the same way, for years–using lame templates, fiddling with the space between bullets, and wrestling with bulky file attachments.

Haiku Deck was “born” because it was decided it was high time to reinvent presentations for how we work, communicate, and create in the here and now. With Haiku Deck, anyone can easily create a flawless presentation that can be easily projected, shared, posted, embedded on a website or blog, or viewed on any web-enabled device. Its birth is disrupting the industry by addressing a very large demographics’ pain point.

Listen to my “brand chat” with Adam and learn more about the three major “pivots” it took while sweating bullets preparing for an investor meeting to turn Haiku Deck into one of the today’s technology thought leaders.

Click here:

And then be sure to sit down and reflect on whether your value proposition and communication strategy explicitly takes into account your niche market’s pain points. The goal should be to know 100% that you are making it easy for customers to connect the dots and come to the realization that through what you are selling, you “get them” and that you can lessen their “pain”.

You even might want to turn up the volume on how you speak to your audience by trying out Haiku Deck. Adam said he was so excited to hang out with us, he decided to give anyone who hangs out with me (and if you are reading this, that includes you) a 15% discount. Just go to and put in promo code BRANDSCHOOL (all caps). How cool is that?! It’s the only presentation platform I use and with good reason. Everyone who sees my presentations raves about them… and that’s the point. Bulls-eye!