How to sell using pain points (the right way)
Easy Read
Nine times out of ten the marketing problem you have is actually a copy problem.
And most copy problems boil down to two things:
incomplete research
and assumptions about your Reader’s ‘pain points’.
Those assumptions often result in vague call-outs and lead-in questions.
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Let’s say the pain-point you’re trying to solve is helping people reduce their screen time.
You might say things like:
“are your devices suffocating your work and personal time?”
Or reiterating reader’s thoughts like:
“So what’s the solution?”
Or stating your big solve by saying:
“I help you reduce your screen time by …”
See how that’s kinda boring and not really landing with The Reader?
Here’s how you can tap in and validate those pain points to make people feel seen.
Pinch the screen and zoom in.
No one sits down on the sofa and says: “boy … my devices are really suffocating my work and personal time.”
They're probably thinking something like: “Why am I awake at 2am AGAIN scrolling past these nonsense posts. That’s why I’m so tired everyday.” Or “I need to get off this thing and spend more time with my wife.”
Simply calling out “pain points” by asking flat yes/no questions like “do you find yourself obsessively checking your phone?” will bore people. Almost like they’ve heard it a million times before.
Get down to their level.
Pinch the screen and zoom in on the moments that make them realise their screen time is a problem.
Instead of saying:
“are your devices suffocating your work and personal time?”
you could say:
“Feeling like the bags under your eyes weigh 6kg because you were up at 2am scrolling cat POV videos again?”
Instead of:
“So what’s the solution?”
you could say:
“[Your product] helps you limit and track those scrolling minutes so you can pocket the phone and finally get some decent shut eye.”
Instead of:
“It helps you reduce screen time by …”
you could empathise with:
“Having your own downtime is important. But when you know it’s interfering with work and life it deflates you. [Your Product] helps you strike a zen like balance between both within a week.”
Tweaks like this require research and a bit of thought. Which makes The Reader feel seen. Which pays you in trust capital. Which, to me, is the best persuasion currency you could have in your marketing wallet.
By Ryan Heaney.
