Hey Laura,

When I’m writing my sales page, or marketing emails, I know I’m supposed to push on my customer’s pain points - show them I understand their struggle - tell them I have something that will help them solve their problem 😫😖😣

But my customers aren’t in pain, they’re not struggling, and they don’t even have a problem. I just sell a product/service that’s quite nice to have - that’ll make a tiny upgrade to their life. How do I write about that?

Ah - the old Pain Points Myth.

Many of my clients work with customers who already have a pretty fabulous life. Take, for example, a membership site for people who strive to live a more mindful life. Those people aren’t in any great agony. They’re pretty happy with life. So how do you ‘speak to their pain points’ when all they really need is an incremental improvement to an already fabulous existence?

We have to reframe ‘pain’. It doesn’t have to be some life-interrupting discomfort.

It can be just a niggle. Like a little tiny stone in your shoe. It’s not a big deal the first time you notice it. But after a while, it starts to get quite bothersome, and a solution would be really rather nice.

Or maybe it’s a hankering - you know that feeling when something delicious comes to mind, and then only that food will do (even if you’re not hungry). The pizza adverts at the start of a football game are the perfect example of this. The viewer doesn’t have a problem that needs solving. They’ve likely got plenty of food in the house. But as soon as that advert says ‘Order now to enjoy at half-time’, the hankering for pizza begins.

If you sell nature-scene artwork, your ideal clients have a hankering for something beautiful to adorn their home.

If you sell bespoke nose-piercing-rings, your ideal clients have a hankering for a statement piece of jewellery.

Back to our Mindful Living Membership site……maybe the niggle is that they don’t have anyone in real-life who understands their commitment to mindfulness. Maybe they have a hankering for community, connection with like-minded people, daily tips and a safe space to share their stories.

So, no, your customer doesn’t need to be in PAIN. But, yes, they absolutely do need to have some motivation for change, otherwise, they will not be buying your stuff.

What’s niggling your customers? What are they hankering after?

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