To get your customers to take action, you need to consider what will truly inspire them.

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July 18, 2021

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For years, the rule of thumb in marketing has been that people need to see their pain before looking for a solution. In other words, before people buy what you are offering, you must first state what their problem or pain is, and then state how you are going to eliminate that pain or hassle. This, of course, was based on past human behavior and buyer’s psychology.

As an example of this human behavior, marketers would often say something like, “Likewise, people don’t go to the doctor until they are already sick.” The question is: is this still true?

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When it comes to health and wellness, a recent article from McKinsey & Company indicates that of 7,500 people surveyed, 79% said wellness and preventative care are important to them. The wellness industry is also growing at 5-10% per year. It seems that people are no longer waiting to be sick to do something. Pain and illness are less of a trigger.

Likewise in marketing, it seems that the need to see the pain before looking for a solution is also less of a trigger to take action. Pointing out their current pain may not be the solution. What is it then ?

Maybe that’s the promise. Promise instead of pain. The promise of who they can be, how they can live, how successful they can be, what life is possible or how much time they can earn in return.

Let’s look at an example from pop culture. While staying in the public eye even today, lifestyle guru Martha Stewart was extremely popular in the 90s. She was known for making decorating and kitchen ideas simple, but she has, for inadvertently, makes most people feel completely incapable of not being able to do what she has done. Today, Marie Kondo, organizational consultant and expert in minimalist lifestyle, is all the rage with her “spark of joy” process of deciding whether to keep it or get rid of it. The difference? Pain or promise. Insufficiency equals pain. Sparkling joy is synonymous with promise.

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To market your product or service today, you need to consider what will really inspire your customers to take action and hire you or buy your product. Is it the pain they want that you have a solution for? Or is it the promise of what’s possible for them?

The first step in determining whether to sell the pain or the promise to your customers is to pay attention to how the example above made you feel. What example were you drawn to? We sometimes forget that as consumers ourselves, we are often not very different from our own customers emotionally.

Right now, in this transitional phase of marketing, there might not be just one way. You may need to address the pain your customers are facing that you have a solution for and then move quickly to make them imagine what is possible for them.

In your website copy, marketing materials, and content, try using more ambitious words and phrases. While big brands like Nike have embraced ambitious messages and the promise to be “all you can be” in their marketing for years, small businesses and entrepreneurs seem to follow an older mindset and lead. painful marketing. Maybe as a small business you don’t think you’re big enough to make a positive move. But you are. Not only can your customers be drawn to a promise of who they can be with what you have to offer, but you can also be the breath of fresh air that people need.

While this transition from pain to marketing promise has been going on for some time, it may have accelerated recently because many people have experienced more than enough pain in the past year or so. Your potential customers are looking for happier times, more hope, possibilities and promise. By marketing a more promising message, you may be able to get potential customers to want you and your business.

Related: 6 Ways To Leverage Consumer Psychology To Drive More Sales


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