Choosing the Wrong Pain Point Will Sink Your Copy

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I teach a lot of virtual classes and training sessions, which requires me to be on camera. Obviously, I want to look good. At least, to the extent my frustratingly non-photogenic mug will allow.

The trouble is, I've never been able to come up with a set-up that makes me look even marginally okay. Over the years, I've bought expensive webcams, purchased special lighting, experimented with backgrounds, you name it.

I've even followed someone's advice to wear a bright white shirt. It glowed so much on camera I looked like a Vegas act!

This was becoming a big problem for me. I need to look professional to students and clients. Yet, every time I saw my blurry/low res/too dark/washed out/just plain poor image on video, my confidence took a hit.

It was a pain.

And that's the point.

Because if some smart marketer had a product that was the solution to that misery, and highlighted that in her sales copy, it would get my attention. I would read that copy with interest (and hope). I'd be motivated to buy.

And, as it turns out, that's exactly what happened.

Recently, I came across a promotion for an app that turns my iPhone into a webcam. It works like a charm, and I now consistently look okay on camera. ("Okay" is a big improvement for me!)

What that smart marketer did was choose the right "Pain Point Problem" to highlight in her sales copy. She wisely considered the big challenge or goal her prospects are dealing with — what the real pain-in-the-butt is for them — and then positioned the app as the cure.

That's crucial when writing sales copy. Because if you choose a Pain Point Problem that doesn't resonate with prospects, your copy will flop.

Imagine if that app marketer had chosen to focus instead on "convenience." She would have written something like: No more webcams to install and configure. Just plug in your iPhone, turn on the app and — ta-da — you're cam-ing!

At best, all that sales copy would have done is position the app as a nice-to-have.

What you want is for your solution-based product or service to be seen as a must-have.

And to make that impact, you need to focus on the right Pain Point Problem.

How do you do that?

For starters, think about what your prospects are dealing with at this moment. What are their most pressing problems and goals? The issues keeping them up at night? Things frustrating them? What are they under pressure to accomplish? What hurts?

Then, select the biggest pain your product or offer credibly alleviates.

Ideally, your Pain Point Problem should have the following characteristics:

  1. It's an immediate problem or goal.
  2. It represents a big concern for prospects.
  3. It's a pain for them!

If a Pain Point Problem meets that criteria — and your product or service is a solution — your prospects are going to be hard-pressed to ignore your promotion. In fact, your sales copy stands an excellent chance of gaining their attention and getting them eager to learn more.

So, to quote the ancient Knight from the third Indiana Jones movie, when deciding on a pain point to highlight in your sales copy, "Choose wisely."

This article, Choosing the Wrong Pain Point Will Sink Your Copy, was originally published by B2B Writing Success.

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Published: April 29, 2021

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