“If there is pain, there is the possibility of helping someone.”

Pain

Pain can be defined as an emotional, psychological, or physical need that generates discomfort or dissatisfaction in a person, motivating them to seek a solution through material goods or services. This pain can manifest as a feeling of emptiness, insecurity, or frustration that drives the individual to take action to alleviate or fill it. The idea of ​​this book is that we can help meet people's emotional needs based on who we are and who we are. This will allow us an easier and smoother path to success.

To help us understand this case, I'd like to give you an example: what happens if I give you an ideal job? You work from home 6 hours a day, 4 times a week, but the money you earn isn't enough for your lifestyle. Most of the pain is covered because you don't need transportation, you don't waste time getting to work, and your work environment is good. But the pain lies in the amount of money you earn. So, there's something that doesn't make that situation ideal, and it needs to be fixed to improve that condition. This is a clear example of the "Theory of Pain as a Driver of Consumption," studied in neuromarketing, which explains how people seek solutions to alleviate their needs.

Another example is, "I'll give you everything you want in life, but you only have 15 days to live." You'll soon stop caring about all the money and favorable conditions; you'll only want to spend that time sharing it with your family and enjoying things you enjoy. These are very visible pains that we often don't even realize. Sometimes we can't solve these cases ourselves, but many people's pains can.

To address these issues, we must observe ourselves and our surroundings. We must pay attention to everything and see what's missing. We must look for what would make my life easier, more meaningful, or help me feel better.

In one case, it can be useful in our daily context. Philip Kotler's "Market Niche Theory" teaches us that opportunities arise when we detect unmet needs in our context.

We are surrounded daily by friends or family members who tell us about things they can't get and what they need. We should be attentive to this, as it can be an opportunity for growth. I've often heard, "If I had this, I would be very happy," or "I can't get something because it's not available in our market." All of these are unmet pains or needs. We can market or manufacture them well.

In our case, we can see what's missing in our lives and how we can solve it, and then we'll find someone in our same situation. This improves our quality of life and that of those around us. A clear example of this could be a case of diabetes. We can produce products approved for consumption by a group of people. We can think of some type of dessert or a dietary product; both will be beneficial.

In this case, the reward will be double because your satisfaction helps others as well. On the other hand, people tend to connect through lived experiences or pains, which means they form established groups. And if you're in this situation, the customer will be more engaged and may even have the necessary information about suppliers or know other customers.

At this point, we've found our customer willing to give us their money in exchange for our product or service. Technically speaking, we have our niche market. A niche market is a group of people who share the same interest in a product. They will be willing to give us their money in exchange for a product that improves their quality of life.

On the other hand, we can also learn about their sales experience, product features, and everything else, since in the comments we see, we can gather details about what they're really looking for and how they'd like to obtain it, and often even how much they're willing to pay for it. Large companies invest fortunes in this type of information and obtain it through surveys. We now have a small representative sample of our customers and the necessary information. In other words, we have our marketing plan in place. The marketing plan is how we're going to reach our customer, how we're going to sell our product, and at what price.

When a person experiences pain, they are willing to pay more for that need. This is because it is causing them discomfort, and there is a mental urgency to solve it. This is supported by the "Theory of Perceived Value," developed by Zeithaml and others, which holds that people value products based on their perceived ability to solve a problem.

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