Pain points or passion points? THAT is the question…
Here’s a question for YOU (especially if you’re in business for yourself or responsible for marketing anything)…
Do YOU know what MOTIVATES your ideal clients? Not what their ‘pain points’ are — what they really want — what are their PASSION points?
I’m asking because I want to hear from you (seriously, leave a response in the reply section and let me know after you read the rest of this).
I’m going to share something with you that made me take pause (WARNING there’s a four letter word in this exchange but it didn’t come from me).
Some time ago I posted a status update on Facebook that said:
“STOP focusing on PAIN POINTS (unlearn what you’ve learned) focus on PASSION POINTS”
I was intrigued by the responses I received and am sharing the exchange here for your consideration:
Kevin (one of my FB “friends” who I don’t really know) posted:
“No. 80% of the populous react to pain to stop it. if you focus on that elusive 20% you will find they are too busy DOING, they are probably YOU- so don’t write to YOURSELF write to people that are buying and well there you go. Or heck – write shit that sounds good to say but has ZERO metrics behind it.”
My response to Kevin:
“I’m glad that works for your clients and I understand the psychology behind it. It’s simply not what appeals to mine. As a student and practitioner of marketing, advertising and copywriting for over two decades, admittedly I am not a numbers person. I don’t treat people like numbers and I don’t poke at pain points to create a heightened emotional frenzy and push the sale. That technique often causes buyer’s remorse.
I prefer to focus on results and create long-term client satisfaction to build relationships. Oddly, this works for my clients.
Something that I do find intriguing in the numbers department (beyond increased client sales and conversions) is that women influence (and have for some time) over 85% of all purchasing decisions. A study on the NextWeb revealed that 91% of women feel misunderstood by advertisers. Toss in the fact that up until very recently only 3% of creative directors in ad agencies are women (it’s now increased to about 11%) and then connect the dots.
Things are shifting. And I can assure you, I am not in the “$#iT” business.
However, it does seem that if I were writing to “me”, that would be a good thing given the statistics on buying power. Another interesting thing about metrics — almost 100% of all clients who come my way are totally burnt out on the problem, agitate and solve approach. They’ve often worked with people who use that technique and the content created wasn’t resonating with their ideal clients (this applies to both women and men). That’s why I teach and apply an alternate approach. The beauty of this is there is more than enough business to go around and we each have unique skill sets to deliver the desired results.”
Another friend (who I do know), Rob Anspach chimed in:
“Ah…the good ole 80/20 rule. Which is precisely why you want to focus only on the 20% because they will in fact bring you 80% of your joy and make your passion so much more powerful. Why focus on the 80% that only attribute 20% of your passion and profits? To me that’s sounds too painful. I want to focus on the people who will make my life worth living.”
My point EXACTLY, Rob. ♥ End of Facebook exchange.
So back to the question: Passion points or pain points –What motivates your ideal clients? Share your thoughts by replying below.
AND I’m working on an article to showcase both approaches in case you’re still on the fence. Stay tuned. Meawhile, be sure to join the Write On Creative Community and grab your Copywriting Action Plan here.