So I started this week with my podcast “It’s Not Enough to Just Use Pain in Your Copy/Marketing,” which covered a more advanced way of looking at pain in your marketing — specifically that there are 2 levels of pain.
There’s the “dull ache” pain, which, while irritating, is tolerable and therefore isn’t enough to convince your ideal prospects to take action and actually do something about it (and a lot of times you end up here when the pain you put in your copy is too vague). Then there’s the sharp, “I’ve got to get this outta of my life NOW” pain, which is where action happens — your ideal prospects not only invest right now, they’re also far more likely to work your program and see the transformation.
If you haven’t already, I would encourage you to listen so you can hear the whole picture (I also include real life examples to help you implement this in your own biz).
Then I talked about how to reframe pain in my article “Pain versus Pleasure – A Reframe of Using Pain in Your Marketing” yesterday.
Today I want to just close the loop and give you a few tips on the best way to use pain in your copy.
* I like to start out a piece of copy with what’s keeping your ideal prospects up at night, either by listing out bullets of the issues they’re facing or with a story. The reason is because a piece of copy is really a 2-way conversation — your ideal prospects are reading and asking questions/making comments in their head in response to what they’re reading. You want to make sure you and your ideal prospects are starting on the same page (literally) so starting from the beginning (which is describing what’s keeping them up at night) is the easiest place to start.
* As much as possible I try to be as specific to the exact language going on in the ideal prospect’s head — that’s how we can make sure we’re hitting the “I’ve got to get this outta of my life right NOW” versus the dull ache.
* People aren’t buying pain, they’re buying hope. They’re buying transformation. They’re buying the promised land. So you don’t want to load up on pain, you want to use enough of it to add urgency but not SO much they tune out. I recommend roughly 30% of the copy is pain, the rest is about the transformation.
Now remember, if your head is spinning right now, we’re more than happy to help you with this and just write the copy for you — you can take a look at our services page here or send an email to info@MichelePW.com
And feel free to leave me any questions or comments about pain below. How have you used pain in your marketing? Has it been successful or not so much? Love to hear more.