This email gets into the 3 steps to leverage the most powerful motivator - pain so you can get more people to buy.

#1 Sell painkillers not vitamins

Your business should be a painkiller not a vitamin. It needs to solve an immediate problem that gets people to buy.

When you have a massive headache, you buy a painkiller not a vitamin. Because painkillers are needed to reduce the pain and get customers to take action.

The components of a painkiller

  • Solves an urgent, costly, or emotionally painful problem

  • Brings immediate relief to a customer problem

  • Drives buyer to take action now

People buy painkillers that solve their problems. They aren’t interested in vitamins that are just nice to have.

(Shoutout to Katelyn Bourgoin who taught me this lesson)

📦QuickBooks Deconstructed

QuickBooks solves the problem of accurate bookkeeping that is easy and doesn’t take long.

Their business isn’t a software to help with finances. They are a pain relief tool for small businesses to manage their invoices and finances.

#2 Uncover your customer’s deep pains

You need to understand your customers their exact pain points and triggers that get them to buy.

Here’s how you do it:

  1. Review mining

    1. Go look at product reviews/testimonials/comments within your niche. Amazon, Reddit, and Trustpilot are all good places to get reviews

    2. Look for specific pains, triggers, and emotional language. Especially try to find before stories where you hear about what life was like before the problem was solved.

  2. Customer Interviews

    1. Interview 10 of your highest-value buyers

    2. Ask for what triggered the purchase

    3. Record and copy their exact language

  3. Surveys

    1. Ask your customers 3 questions

      1. How often do you experience X problem (1-5)

      2. How painful is the problem when it happens (1-5)

      3. If you could wave a wand and make it go away, how much would you pay?

The highest frequency and highest pain problems are what you need to solve.

❝

Pro Tip: Understand the trigger of what caused the viewer to buy. This is the pain they faced before you solved their problem.

Example of a buying trigger: “I lost hours of time managing leads across spreadsheets”

Now, target that trigger and emphasize how you will solve that problem in your website and ads.

“This is the all-in solution to manage leads, so you don’t have to waste hours scrambling across spreadsheets”

#3 Turn your business into a painkiller

Use the specific pains you found when doing your research. Then turn your business into a painkiller.

The painkiller framework

Use this in your website, ads, and emails to get customers to feel the pain and buy.

  1. Pain: state the urgent and costly pain

  2. Trigger moment: use their buying trigger and emphasize their pain

  3. Emphasize the cost of doing nothing

  4. Relief: tell your promise and solution to problem

  5. Why: show user-generated-content and social proof

📦Calendly Deconstructed

Calendly targets the pain points of a confusing scheduling.

Here is Calendly’s painkiller framework:

  1. Pain: wasted time from back-and-forth scheduling

  2. Trigger moment: when a client asks, “what time works for you?” and a long email chain of scheduling begins.

  3. Cost of doing nothing: wasted time, frustration, and less efficient meetings

  4. Relief: making scheduling simple and without back-and-forth

  5. Why: trust logos of famous companies and testimonials of easier scheduling

Until next time,

Warren

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