The quickest way to find the pains and fears of your customer avatar is to ask them. You might ask them what their biggest challenge or frustrations are in relation to your product or service. Avoid asking what they want. If Henry Ford had asked people what want the answer would have been faster horses.

If you don't want to go through the trouble of asking customer avatars about their pains and fears then you can look for articles online that address these questions or customer reviews on sites like Yelp or Amazon. A superb source of valuable information like this is forums, online product support groups, comments sections and product reviews.

The results of this process can be used to feed content for a successful search engine optimisation campaign.


  1. Ask customers what their biggest challenges and frustrations are in relation to your products and services.
  2. Find places your customers ask questions and focus on repeated themes.

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