Right, I know what you’re thinking, “ergh! I don’t want a marketing lesson Kezza’. I know you don’t, but understanding these differences in your messages can be key to making sure you are attracting your ideal clients.
Your messaging is key and can be the make or break of your business, trust me! So, we need to make sure we get your message bang on so you smash your sales target and grow your business.
Let’s address the problem! And most of the time your dreamy clients don’t even know what their problem is, so you’ve gotta make it crystal clear.
It is your job to highlight what the hell they’re finding hard, really scratch that itch and get into the mindset of your ideal client. What are they finding hard? What frustrates them? Are there any challenges they just can’t seem to shift?
You have to highlight the problem FIRST and then THEN position yourself and your services as the solution.
You need to be that bright shining light at the end of the tunnel. You need to be there and make it so friggin’ obvious that you are the solution to their problem. BAM, you’ve got them hooked.
That’s what pain point marketing is, and it works a dream IF you use it right.
First, you need to understand your audience and their problems. Don’t assume – you know what they say about assuming!.assuming! Really dig into their burning issues, understand your audience and do your market research!
Next, you can position your services as a solution to that specific problem. There’s no bloody point generalising here, you need to get specific AF, because the more specific the better. You’ve opened a can of worms by highlighting what problem they’re having so don’t leave it open. Fill it with specific strategies, programmes, packages, whatever, and close that bloody can up!
Show your audience what the outcome will look like, let them know what your results are, what they will achieve by working with you, make it IRRESISTIBLE to say no.
As humans, we all are avoidance seeking, so you can play into that with your messaging. Use pain point marketing to really demonstrate your skills BE the solution to their problem.
Now in complete contrast to pain point marketing, desire marketing is tapping into those dreams, aspirations and goals of your ideal clients.
Rather than highlighting the negative like pain point marketing, desire marketing is positive! You want to use language that makes your dreamy clients think F*CK YESYES, I want that.
In the same way as pain point marketing, you need to understand your audience needs (warts and all) Tto make desire marketing work. really well, you need to go back and fully understand your audience, warts and all.) You need to understand what it is they want, where they want to be, what does that look like, how does it feel? Stir up all those emotions: joy, excitement, love. How do you do this? You guessed it, through market reserachresearch!
You want them to be BUZZING and thinking ‘THIS IS WHAT I WANT, ‘that is who I want to be’ and ‘I want this right NOW’.
You need to tap into that dream-like state where anything is possible and make them realise YOU can make this happen with your shit hot skills and experience.
To do that, it’s really important to use storytelling to turn this into a vision your audience can buy into. Storytelling paints a picture, and a picture is worth a thousand words so why not bloody use it to your advantage!
People always remember random stories they hear, not the facts, think about it. I bet there are random stories you remember. Storytelling SELLS. So tell that story to create that dream and tap into that goal your ideal clients want to have.
Then, once they are in awe of that dream, mouths wide open, hit them with what it is you do and how you can make that friggin happen for them!
Again, you want it so bloody obvious that your solution is what they need to make this happen NOW. Don’t generalise, get specific and use examples of how you have achieved real results for other clients to show THIS CAN HAPPEN FOR THEM.
You may prefer pain point marketing or desire marketing, either way, both are fab but to really make the most of them you need to incorporate both into your marketing messages.
Think about it, if you just highlight the pain the whole time, your audience is gonna get fed of the negative vibes. They don’t wanna be reminded of their shit constantly. Nor do they want to live in a dream land where everything seems too far out of reach! That’s only going to make them feel deflated as hell, and we don’t want that!
So, the best way is to use both types in your messaging. You may find your audience reacts better to one type of message over another but test it, see what works and refine over time.
We’re all about practice not perfection here at The GCC! Try it and let us know how you get on. Share your wins, we love seeing them!
Is this something you struggle with? Which are you going to try this week? Go on, try it I dare you! And when you do, share your wins with us in the GCC Growth Hub (https://www.facebook.com/groups/1195474144530579) tag us in the comments and let us see your work in action!we love to see how you have found and what this brought up for you.
Are you looking to grow your business? Have you got a sales target for 2024 that you want to smash? Could either pain point or desire marketing be the key to getting your ideal client’s attention? and need more help?
Why not book a call? Let’s have a chat, see what problems you’re having, and we can see what the best option for you is to get you where you deserve to be!
Having a chat can often spring new ideas and breathe new live into your offers, so give it a go, I love to help business owners grow their businesses in line with them