Do you want to write marketing copy like a pro quickly?
Here’s a simple framework to use:
Pain > Problem > Promise
Now. it might look like something you’ve seen before.
that’s OK.
but the reason I’m sharing this marketing copy tip is to help you really get the attention of your ideal customer.
here’s what I mean.
In coaching endless people on their marketing message I found a common challenge.
they didn’t REALLY get the difference between a pain and a problem.
what’s that you ask?
isn’t a pain and problem the same?
not really.
and this is from “Joey’s Opinionated Perspective™” LOL
in a marketing message the pain is the “deep thing”
a problem is the something the pain causes.
and what I see happening most often is we listen to the market on the SURFACE. We don't dig deeper to find the real pain.
here's how simple it is to write marketing copy
let’s say I’m helping dog owners stop their dog from biting / jumping on people.
in this example, the PAIN is: “I can't take my dog out because I'm afraid she'll attack people”
and the PROBLEM is; “my dog bites everyone”
the pain is what really motivates people to buy.
but you FIX the problem
with me?
in my experience most marketers stop with the surface problem when they write marketing copy.
so their marketing message isn't powerful enough. It would be something like:
“stop your dog from biting in 5 days or less”
That's OK, but the message isn't motivating enough. Because we haven't spoken to the real pain. Which is the secret to write marketing copy like a pro.
let's make this marketing message better;
“stop your dog from biting in 5 days or less so you feel confident to go outside again without it attacking anyone.”
can you see how powerful that marketing message is compared to the first one? IF these were the true pains and problems of the market I’m sending the message too.
here’s the best part.
ALL I did was answer these 3 questions:
1. What is the PAIN my customer is in?
2. What PROBLEM does that pain present in their life?
3. What is my PROMISE to solve the problem and eliminate the pain?
hint: many times it's easier to find the problem first. then go back and find the real PAIN the customer is in.
there ya go.
A simple marketing message framework to write marketing copy like a pro.