Q; What are PASSION Points?  I’m not familiar with this term. I’ve only heard about “pain points”. I’ve been told in order to get marketing results, I have to use pain to get attention and make the sale. Can you tell me how PASSION points work?

A: PASSION Points are the exact opposite of pain points. PASSION Points are designed to uplift and paint a picture of possibility to clearly illustrate how your products or services will create transformation. This is a key element in the values-based “Challenge. Solution. Invitation.™” communication framework (specifically within your solution).

PASSION points lead people from where they are to where they want to be by clearly illustrating how your products or services will create transformation Click To Tweet

Using PASSION Points in your marketing messages (and being clear on your value proposition) positions you as THE choice, not an option.  It’s up to you to paint a picture of possibility with PASSION points to lead people from where they are to where they want to be by clearly illustrating how your products or services will create transformation.

Learn how to flip YOUR script to get better results 

Up until I started sharing my philosophies and pioneered my communication framework, the only approach being taught by all the marketing “gurus” was the problem, agitate, and solve approach that relies on pain points. This approach didn’t feel right to me. I intuitively started using my method to flip the script and focus on passion instead. Not only does my approach feel better, but it also gets better results. Perhaps even more important, my approach has helped remove energetic blocks that have kept amazing people, who don’t resonate with pain points, from sharing their magic (often the pain point approach causes energetic disconnect for mission-driven businesses owners, increases buyer’s remorse, causes higher return rates, and results in more charge-backs).

You can learn more about how to apply my communication framework here


Do you have questions about branding, copywriting, and marketing? Submit your questions here and I’ll personally answer. Your question might spark a blog post to help others.  AND, be sure to grab your FREE Copywriting Action Plan to help you improve your marketing messages here.

Lisa Manyon is "The Business Marketing Architect," a content strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog. www.writeoncreative.com/blog