“The Pain Point: Selling Your Clients What They REALLY Want · The amount of pain your client or customer is in will determine whether they buy now or later.”
“Without pain, there isn’t a need, and when buyers don’t need anything, there isn’t the chance of a sale. Money won’t be spent.”
“The pain point is the way to your potential clients saying YES.”
How does that make you feel reading that?
Pretty awkward, right?
I lifted that straight from three professional websites, accompanied by photos of someone with their head in their hands.
Typically copywriters and marketeers are taught to sell by focusing on people’s pain points, to agitate the situation and then provide a solution.
This type of selling needs to change because it’s based on fear, shame and all kinds of negative emotions.
There are better ways to sell, and I’m pleased to say that I don’t see this type of selling much.
If you think that perhaps some of your messages might be too pain-focused then it’s not too late to change them and make them more inspirational, helpful, and positive.
You can simply focus on the benefits and positives of your product or service. This will positively engage your reader.
Take these two examples: ‘Do you have too many ideas that you do nothing with? It’s time to stop procrastinating and do something. Book with us now, and you could have your website launched within a month.’
Try this instead: ‘It’s time to turn your dream into a real online business by launching your website in 30 days.’
5 things to remember:
Don’t over-promise or make bold claims unless you can back it up.
Write like you’re talking to one person – how would you tell someone about your course, package, product..?
You don’t need to write War and Peace; choose your words carefully (avoid using jargon). Short does not mean rude, dishonest, thoughtless or lacking in info/detail
Include interesting boxes, images, fonts and bullet points in your copy.
Encourage readers to get on the phone with you or join a session, make it easy for them to connect with you to find out more, build trust!
Make it easy for them to buy, join or sign up.
If you inspire and encourage people to take action instead of shaming them, you’ll build a healthy and professional relationship.