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  • Tina Freemantle

"I don't know whether I should be focusing on client's pain points or my solution"

woman looking stressed
There's a science behind pain-point marketing

I get asked this question frequently, and I’m not surprised why. ⁣ You’ll hear one expert telling you not to focus on pain-point marketing because you don’t want clients to feel worse than they already do.⁣ ⁣ Then there are others who tell you that clients aren’t buying from you because you didn’t create a big enough gap between their current painful situation and their desired situation.⁣ ⁣ So, how exactly are you meant position your services?⁣ ⁣ Let’s start by understanding what motivates people to act.⁣ ⁣ ⁣ THE TRUTH ABOUT PAIN-POINT MARKETING⁣ ⁣ As much as we all love pleasure, our brains are wired to prioritise the avoidance of pain. ⁣ ⁣ It's an instinctual response designed to keep us safe and motivated. ⁣ ⁣ By addressing your audience's pain points, you tap into this innate drive and capture their attention.⁣ ⁣ When your content talks about the exact experiences your perfect client is facing, they take notice.⁣ ⁣ They feel understood and are more likely to read your content.⁣ ⁣ ⁣ THE SCIENCE BEHIND PAIN AS A MOTIVATOR⁣ ⁣ Neuroscientists have found that our brains respond more strongly to negative stimuli than positive ones. ⁣ ⁣ It's an evolutionary mechanism that dates back to our survival instincts. ⁣ ⁣ When we encounter pain or a potential threat, out in-built alarm system—kicks into high gear, driving us to act and find solutions. ⁣ ⁣ This means that when you address your audience's pain points, you activate their brains' motivation centres, propelling them to seek answers.⁣ ⁣ Let’s think about this. ⁣ ⁣ Those clients that quickly experience success are the ones that were faced with do or die situation.⁣ ⁣ They had no other choice but to follow all the steps and implement.⁣ ⁣ If they didn’t turn their situation around then they faced eviction, or growing mountain of never-ending debt.⁣ ⁣ These are the people who are most fired up to act. ⁣ ⁣ On the other hand, many other clients may share similar financial goals and desires, but they’re not faced with an imminent threat. ⁣ ⁣ They have a safety net that keeps them in their comfort zone.⁣ ⁣ ⁣ The Art of Pain-Point Marketing⁣ ⁣ Now, here's the crucial part—while pain-point marketing is essential, it's equally important not to dwell on the pain.⁣ ⁣ Great content creators understand that effective marketing balances the focus on pain with providing solutions and offering hope. ⁣ ⁣ When you address specific pain points, you empathise with your audience and establish a connection. ⁣ ⁣ But then, you shift the narrative towards providing solutions, offering actionable steps, and inspiring them with a vision of a brighter future.⁣ ⁣ The the power of pain lies in its ability to motivate action. ⁣ ⁣ Harness it by addressing your audience's pain points, but don't stop there.⁣ ⁣ Offer solutions, inspire them with a vision of a better future, and empower them with actionable steps. ⁣ ⁣ That's the secret sauce to creating content that truly resonates and drives meaningful change.⁣

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