Should we Be Talking to The Pain of our Prospects?
As usual this morning I listen to a podcast from JackD, founder of The Entourage, when I was on my run.
He was talking about how marketers use the negative, fear element to engage prospects. Pain point marketing. His take was the opposite.
He claims when you use the conventional formula, you are attracting people who are running from pain or fear. Their outlook is negative, so you are not attracting the best prospects.He uses the positive side or the quadrant of pleasure and to attract positive thinking prospects. These, according to Jack are better quality prospects.
In Pain Point Marketing you highlight their fear or pain, then offer your solution and tell them how it will help them. He is taking the positive side of the argument where you concentrate on their wants and dreams.
Moving away for pain is survival, moving to pleasure equals driving. People moving to pleasure are driving their lives and therefore more positive and have a long term outlook.
I feel this approach is a far better way to attract the right prospects.
Be very interested to hear your pinions on this theory.
Cheers Kev
Recent Comments
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JackD seems to know what he's talking about. Will have to look 'The Entourage' up.
Thanks for the post Kev.
Paul.
https://www.the-entourage.edu.au/whats-on/
There you go, no searching.
Yes, he is very good, and podcasts are worth listening to.
Cheers Kev
I totally agree, I use this in my offline work too.
JackD from Entourage? He's good?
Who else are you listening to at the minute?
I spend hours typing at the computer and I'm bored of my YouTube playlist - would be great to learn while I'm working away!
Hi Simon, I see you are living in Thailand. I just returned to Australia after living there for 11 years.
Yes, it is Jack Delosa, he is the founder of The Entourage.
https://www.the-entourage.edu.au/whats-on/
It is a business education organisation, in my option the best education you can find. They cover all business not just online.
Search podcasts for #askJackD.
Haha, sounds like I am working for them, no connection, no commissions nothing in it for me..
I just believe they are the best and his podcasts are relevant and fun, over 200 episodes.
Cheers Kev
Yeah I've been here for 2 years but I know I'm here for life. I love it. I'm in Sriracha, Chonburi.
Cheers for the heads up, I'll definitely be listening to those as I work on my sites : )
Glad you are enjoying Thailand. I did for a long time but it is not the place it was when I first moved there in 2005.
The smiles of Thailand are not all happy smiles now.
I live all my time in the NorthEastern area with very few visits to Chonburi.
Anyway, enjoy JackD, you will get heaps out it.
Cheers Kev
You will see that the most successful in business, not just affiliate marketing....all seek to answer a want/need....one of the high working approaches I have seen promoted are to survey or openly ask for what your readers want, need, are seeking or having trouble with......then you respond to those answers. This builds a solid base of people who will turn to you time and again.
Yes, Rosie. Surveys are a great way to encourage engagement with your audience. It also has the added value of understanding what their biggest fear or pain is.
Thanks for your comments
Cheers Kev
Great post, Kev. I believe that when we are motivated by pain it can be a very powerful force to drive us. However once the pain starts to abate ( and it always does) our motivation gets weaker and weaker. Conversely, when we are motivated by gain the motivation gets stronger the closer we get to our goal. Just saying...
Richard
Hi Richard,
When I heard this podcast it made sense. Like you say when the pain fades they lose the motivation to keep going.
Thank you for your comments
Cheers Kev
Yeah, I hear ya. Last Friday I started building my site, where I will be promoting shark repellents. The next day I realized that I must do this without promoting fear and paranoia. Great blog, bud.
Glad you like the post.
Interesting, how do you promote shark repellent without using fear. I find it hard to think of the other side or dealing with sharks
Let me know how you go.
Cheers Kev
Completely agree with your assessment. When you are running away from something, you will go anywhere to escape it. You do not think through choices and can make some bad ones. When you are running to something, you are more thoughtful about the process. You see yourself as winning or succeeding and can put more positive energy into it. It reminds me of the anti-smoking programs. They figured out that telling people about cancer and such, just made them mad. But pointing out that they could have a life without cigarettes was possible and fun, made it something to hope for. Nice article.
Thanks for your comments, I am glad you agree.
The podcast made me think about this, i had always subscribed to the Pain Point Marketing theory has turned it on its head in my mind.
This is a new start.
Love your analogy with the cigarettes
Cheers Kev
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I've noticed that product sold based off of fear do better short term... Whereas products sold on desire tend to be a consistent thing
Interesting Jennifer, I actually don't know if it is a better strategy. I have a great deal of respect for Jack Delosa and his guest on the podcast so I am taking his word for this.
So do you have data on products sold off fear?
Thanks for your comment. Cheers Kev