Make your prospects hungry for change
Most of us must be in pain before we can take any action as humans to improve our lives. We get tired of being broke and start looking for new jobs, promotions, or money management advice. We might seek advice on diet and exercise if we are tired of being overweight.
However, we must experience pain, frustration, and overall dissatisfaction almost every time before we can make any significant changes. Sometimes, we have to be reminded about this dismay before we can accept the steps necessary to fix it. All good copywriting begins with an understanding of psychology and sales. This is because it’s essential to understand the triggers that will get people to act. Effective marketing requires an understanding of the psychology behind our brains and how they buy. This is not the same thing as manipulating marketing. Many people are really upset about manipulation in marketing. We are reaching out to people who really need our help. Helping them overcome their insecurity and fears about investing in themselves, so they can find the solutions that will help them achieve their goals and solve their problems. To do this, we must get out of our heads and reach out to our prospects.
It is important to remind them that notseeking our solution is what they are missing. We must help them understand how not seeking help can hold them back and cost them happiness.
This is what many entrepreneurs struggle with, especially coaches and healers. It’s hard to believe that someone could hurt another person because we want to help them. The pain is temporary and long-term relief is necessary. Consider doctors. Doctors are people who dedicate their lives to helping others. However, sometimes they need to cause some pain before providing relief. They may have to help a person with a broken arm or give a shot to stop a disease from spreading. Sometimes, parents have to allow their children to experience the pain of making mistakes so they can see firsthand the dangers of riding without kneepads, trusting a friend who is not trustworthy, and get hurt. While it is hard to watch others suffer, sometimes the short-term pain can be necessary to help people embrace the solution. It is a well-known fact that more people buy from pain than prevention. Many healthcare products talk about losing 20 pounds and not stopping you from gaining another 20. People are more likely to be healthy than they are to gain weight. Although they may think about it occasionally, it won’t stop them from eating too many sweets or skipping exercise. However, most people don’t want to make the investment in weight loss solutions.
However, people who are 20 or more pounds over the ideal weight feel it every single day.
They feel uncomfortable because their clothes don’t fit right.
They feel self-consciousness and are unable to do the things they love, such as wearing a swimsuit at the beach.
They feel tired from being overweight and are unable to have the energy they need to be with their children or engage in other activities.
How can you find out what they are already thinking and discussing, and the things that will make them hungry for your solutions?
These are just three of the key methods that you can use for this vital information.
3 Ways to Focus on Your Customers’ Main Frustrations
Each of these techniques can be used if you wish, or you can choose to use them all. To help you see things differently, I recommend using multiple methods.
Let’s now talk about the different methods.
Key Frustrations Discovery Method #1 – Ask potential clients what they want/need.
Yes, I do know it’s easy.
It’s also very effective. This is how it works: You go to where potential clients/leads hang out online (on Facebook/LinkedIn, etc.). If you have a list or leads, you can either meet them in person (networking events are common), or send them an email.
Ask them what is most troubling about their area of expertise. Ask them about their greatest challenges and goals. Ask them about their current frustrations and challenges.
Key Frustrations Discovery #2: Find out what your clients want/need.
You can also survey yourself. There is a caveat to this. It’s important to think like your clients, and use the knowledge and experience gained from working with people to answer the questions that we’ll be discussing in a moment.
Why? Why? It’s a great quote for marketers. It’s not possible to approach marketing based on what WE want or what our clients need. This is the default strategy of most entrepreneurs because that’s what our brains are wired to do. As marketers for our business, we need to look at our messages from the perspective of what our customers want and what they are willing to pay to fix it.
Instead of trying to get to the bottom of what your prospects think, and using flashy bells, whistles, and other tricks to make them pay attention, authentic messages will be delivered. You’re not trying sell, but you are simply addressing the problems they have and asking them to consider the solution.
So, you need to ask these questions in order to choose this option:
1) “Who’s my ideal client?” Consider the clients that you have worked with and pick your top 2. What was the best thing about working with them? What are their commonalities? They are all women, all married, etc. They are all women, all married, etc.
2) “What is their typical day like?” 2) “What is their day like?” Are they up at dawn every morning and heading to work? Are they able to work remotely? Are they retired?
3) “What is their family life like?” Are they married? Are they married? Children at home Are they grown children? None at all?
4) “What are their challenges?” Too many bills Too many bills? Do they have legal problems that they don’t know what to do? Are they facing financial difficulties? How can you help them with their biggest problem? Be specific. For example, if you are a virtual assistant, one problem could be that prospects end their week feeling frustrated and overwhelmed. They have a to-do checklist that they barely completed half of, so there is a cloud of unfinished business. They feel restless and unmotivated to relax on weekends because they didn’t get enough done. They may end up working weekends, which can lead to them working non-stop, leading to burnout. Then Monday comes around, and it’s just more of the same. There is no relief. They are trapped in a never-ending, vicious cycle. Eventually, they either run themselves into the ground, or become so overwhelmed that they hate their business.
You want to focus on the story. In this case, the key element is that you don’t have enough time to do it all.
#3. Key Frustrations Discovery Method: Ask Past or Current Clients How you can help them.
Interviewing past and current clients is a third way to find out what your prospects are looking for in a solution.
Here are some questions that you might ask.
1) Why did your company name ask you to be a customer?
2) What were your challenges that led to you making this decision?
3) Why did you choose my business instead of the other businesses?
4) What is your favorite thing about working with us?
5) What were the changes you experienced after working with my company
6) Please complete the following: I am ______________________________________ before working with (your company’s name). I will be able to work with (your company’s name) again.
7) Do you have any other products or services that you would like me to offer?
8) What would you do if you had the power to get anything from your industry (i.e. marketing)? What would you choose to do with your marketing business?
9) What did you dislike most about your work together? (I know it might seem difficult, but this question can help you identify areas of weakness you can improve to create a better customer experience.
10) What was/is the most frustrating or inconvenient thing about doing business (with my company or any other company in your industry)?
11) You may have put off (actions that you are able to help with, i.e. Before you finally make your purchase, it is a good idea to market your business.
What has held you back from joining us?
12) Do you have any reservations about hiring (your title, i.e. Copywriter/Marketing consultant
They didn’t seem to understand enough about my business to be able ______.
I was scared to let an outsider access my confidential material ______
I was not sure I could afford to hire a professional _____
I didn’t know how to find someone who could assist me _____
It didn’t seem to have any significant impact on my business.
It was something I wanted to do by myself.
(You are free to modify the above to suit your business needs.
Find out how they are affected by the problem(s).
After you have done your research, identify the top three problems or pains that prospects are having. It could be lack of money, if your business is a financial coach, or inability to lose weight, if you are a relationship coach, etc.
You could also choose to focus on one goal that your prospects have such as earning 6 figures or losing 20 pounds. Write down the biggest obstacles people face in reaching that goal.
However, it is important to think about your clients from their perspective. Many business owners view their clients’ problems from their point of view. A nutritionist might be able to see that customers’ health problems are caused by unhealthy eating habits. This is because she has years of experience and education. However, clients might not see that their clients feel terrible and/or cannot lose weight. This can make them feel uncomfortable in their clothes, unattractive and tired. The marketer thinks in terms of the solution (healthy eating) while their clients see the problem (poor and excessive weight) and how it is affecting their daily lives by making it difficult to wear clothes or to exercise/run/swim/any other physical activity.
This can be done by putting yourself in the shoes of your clients and walking through their day. What are their challenges? What frustrates you? Write down 2-3 short statements about their major problems/challenges.
Here’s an example of a service that allows business owners to quickly add ecommerce functionality to their websites. “Coaches who only sell their time to local clients achieve a ‘cap’ to their income and the ability to serve more people. They feel trapped and unable to be flexible and work where and when it suits them best.
These statements will encourage visitors to believe that the company “gets” them, which is a critical first step in building a business partnership. These statements, also called “pain points,” can be transformed into bullet statements known as “identifying characteristics” which will allow visitors to begin to understand how important your solutions are.
You should consider how not reaching a goal is impacting them if they are focusing on it. How does not losing 20 pounds affect their daily life? What is the point of not making 6 figures?
Next, write a sentence explaining each of the main 3-5 problems statements. Give as much detail as you can about why these issues are affecting your potential clients.
These statements are used to help potential clients determine if they would like to work with you. These statements are usually in the form a bullet list and placed near the top of your homepage.
These should be statements that your ideal clients can agree with. The theory is that the more they agree with you, they will be more open to you accepting your invitation (a.k.a. The page ends with a call-to-action.
Here’s an example:
Do you ever feel like a prisoner within your body? As if you could live life if you were not:
Feel exhausted at the end the day/week (so forget about doing anything but vegging on a couch all night).
You are stressed to the point that you can’t relax from the daily chaos of your life.
Foggy-headed and unable to concentrate at work, and worried about whether your performance is putting your job at stake
Anxiety has made it impossible to go to social events or parties. This is causing your relationships with those you love to suffer.
You feel hopeless and helpless, and you are alone. Doctors don’t know how to help you and your family.
All the pieces are in place:
1. 1. Research the top frustrations of your ideal client.
2. 2. Identify the ways in which these problems impact their daily lives.
3. Write down at least three to five of your main problems/problems.
4. Write one sentence that describes each of the major pains/problems/challenges in number 3.
5. Your “problem statements” should be filled with emotion to make them resonate with readers.