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Here’s how pain works to your advantage as a marketer. People are far more motivated to change when feeling pain than they are when anticipating pleasure.

As proof of this, I’ll paraphrase the eminent heart surgeon, Dr. Christian Barnard. Dr. Barnard once stated that he had no sympathy for people who said they didn’t have the will power to quit smoking. He clarified this by further stating that he never had a heart transplant patient who couldn’t stop smoking on the spot once they were forced to undergo the surgery.

Basically, what he’s saying is that the pain of a massive coronary, the resulting surgery, and fear of another coronary and possible death give the patient all the resolve they need to quit smoking.

It’s a funny thing with advertising. Many people just don’t respond to the promise of a better future alone. Sure, they may claim they want it, but the truth is, they’re pretty comfortable where they are.

But those same people can be motivated to action through a taste of their own pain. For example, a lot of prospective clients are referred to me by other clients who I’ve made a lot of money for.

These prospects will call me up and say they’d like me to create a marketing campaign that will make them a lot of money too. But then they never do any of the simple things I ask of them to get the ball rolling.

But pain is a peculiar thing. I’ve noticed that a lot of these same prospects will call me again months or even years later – after they’ve experienced a serious drop in sales!

Now they’re really ready to get going. Whatever I ask of them is done with tremendous efficiency. Because the reality of feeling the pain of their lost sales is just as strong a motivator as heart surgery is for the coronary patient.

So, I maintain that if you want to help as many customers as possible – and maximize your own sales at the same time – it’s vital that you clearly show them the pain that will result if they don’t take the action you want them to.

I realize this may stir up controversy in some circles. I realize this might not be a popular opinion, and it may not gain wide acceptance. But I also recognize that the ethical use of pain as a sales argument can be beneficial to both you and your customer.

Now, let me make something clear. I’m not advocating that you beat your customers over the head with their pain. Or that you callously manipulate them with it. Or that your entire sales piece focuses on their pain alone.

I’m merely saying that a limited dose of pain, written with a controlled hand and delivered in good taste, can do wonders for your sales piece.

That said, here’s an example of pain in use. It’s taken from a sales letter that was used to sell my marketing course for small businesses and entrepreneurs.

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One Last Thing To Consider — It’s Important

You know, every time I take lunch with some other business proprietor, it Is not long before the conversation roams around to how to earn more cash in our businesses. If you are similar to me, it is a subject you are perpetually obsessed with.

The question is, how will you sustain your edge and step-up your sales and net profit in the existing super-competitive market? How will you continue to flourish and develop – even during bad times?

Here is one matter I will assure you: It can not be achieved by continuing to do what you have always done.

What you have done in the past has made your business what it is today. Only that’s all it can do. It will not transport you any further. Within today’s economy, you merely can not continue performing the same stuff again and again and expect to acquire a different outcome.

What you actually require to step-up your sales and net profit is to acquire a new, impersonal, altogether analytical look at what your business has been executing marketing-wise. And begin researching fresh and more beneficial approaches.

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Now that was not so dreadful was it? Just a little reminder of what they already know. That keeping on doing what they’ve always done won’t get them any further. At best, it will only allow them to stay where they are. And let me make one more point extremely clear: if they were satisfied with where they are, they never would have read this far!

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Tags: Action, ad, business, Copywriting, heart, Motivator, pain, patient, sales letters, surgery, taste, Writing

This entry was posted on Tuesday, February 9th, 2010 at 2:58 am and is filed under Copywriting, Home Based Business, Internet Business, Marketing, WAHM. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.