Marketing is a bit like playing a game of darts. You can aim broadly and hope to hit the board somewhere, or you can zero in on the bullseye and land a winning shot. This idea is at the heart of our recent discussion on the difference between marketing your product, service, or self as a "vitamin" versus a "painkiller."
This was the topic of my FIVEaa segment today with Richard Pascoe, drawn from the discussion I had with David Olney in episode 1 of season 5 of Talking About Marketing.
The concept was brought to our attention by Allan Dib in his book, Lean Marketing. Let's define that, then look at an example
The Marketing Definition Of Vitamins vs Pain Killers
Imagine vitamins—they’re nice to have, and you might take them regularly. But if you miss a day, no big deal.
In marketing terms, a "vitamin" product is something that people might want, but they don’t urgently need. Your messaging for a vitamin product might be pleasant and informative, but it’s not going to make someone drop everything and buy from you immediately.
Now, think about painkillers.
When you’ve got a pounding headache, you’ll do whatever it takes to get relief, fast. You’re not browsing options or comparing features; you’re grabbing the first painkiller you can find.
In marketing, a "painkiller" product is one that solves an immediate, pressing problem for your customers. Your messaging here needs to be direct and urgent, addressing the pain point head-on.
Here’s the kicker: If you’re trying to sell to everyone (say, millions of women aged 30 to 40), you’re probably spreading yourself too thin. You’re entering a crowded market where competition is fierce, and you’re more likely to get lost in the noise.
But if you narrow your focus—identify that inch-wide niche of people who desperately need what you’re offering—you’re more likely to cut through the noise and make an impact.
How This Marketing Idea Works In The Real World
Let’s bring this idea to life with two real-world examples that highlight how a product or service can shift from being a “nice to have” to an absolute necessity in the eyes of the customer.
Take my recent experience with carpet cleaning.
I’d been meaning to book a carpet cleaner, Zoran, for a while—just something I thought would be nice to do eventually.
Zoran’s a great guy I met through mentoring, and I wanted to support his business. But it wasn’t until I started feeling a bit hay feverish, on a day when hay fever shouldn’t have been an issue, that it hit me: the dust in my carpets might be the culprit.
Suddenly, having those carpets cleaned wasn’t just a nice idea—it was essential. That’s what finally made me pick up the phone and book Zoran (Adelaide Carpet & Tile Cleaning).
He went from a vitamin to a painkiller, solving a problem that was directly affecting my well-being.
Another example from David Olney is a bit more extravagant but just as telling.
During COVID, he rediscovered his love for playing guitar after a 25-year hiatus.
But he quickly found that playing in his fifties wasn’t as comfortable as it was in his twenties. His body just couldn’t handle the strain.
Enter ergonomic guitars—something that didn’t even exist back when he first started playing.
David wasn’t familiar with them, but once he experienced the discomfort, these guitars became more than just a “nice to have.” They were a solution to his pain.
In the past six months, he's spent $8,000 on two ergonomic guitars. Why? Because they solved a real problem for him.
It wasn’t just about the sound or brand; it was about the fact that he could now play for hours without discomfort.
It's Not About Turning People Away, It's About Attracting Your Ideal People With Potent Messaging
This aspect of narrowing your marketing focus isn’t about turning customers away. If someone outside your target buys from you, that’s great!
But when it comes to spending your last marketing dollar, you want to make sure it’s aimed directly at those who are looking for a solution to their specific pain point.
Specificity is your friend here.
The more you understand what makes your target market tick, the better you can position your product as the painkiller they’ve been searching for.
So, the next time you’re crafting your marketing message, ask yourself: Are you offering a vitamin that’s nice to have, or a painkiller that your customers can’t live without?
The answer could mean the difference between a sale today or maybe one in the distant future.