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Using the "Let Them Feel the Pain" Promotional
Model
by Willie Crawford
Published on this site: March 31st, 2006 - See
more articles from this month
One of my favorite copywriting models is the "problem,
agitate, solution" model. This is where you show your
prospects that they have a nagging, painful, problem. Then
you describe in excruciating detail why it really IS a problem
that they desperately want to solve. Finally, you point out
to them why your product is the perfect solution.
My friend Stephen Pierce, and several mentors, showed me that
nothing is more powerful in marketing than proof. This lead
me to observe how effective it is to use the next logical
step, which is...
Prove to them that they really do have a problem by actually
stepping them through experiencing the pain.
Let me give you a few quick example so that you can see how
this is used very effectively.
Back when free-for-all (ffa) links pages were very popular,
there were companies that would provide your with a page containing
links to the submission pages of hundreds of sites. They showed
you exactly where to go to manually fill in the forms on these
sites to get a free link pointing back to your site. After
every 25 or so listings, they would have a link offering access
to their automated submission software.
Many people were thrilled to find the URLs of these submission
pages all in one place, and they set about gleefully submitting
their site to the ffa pages. However, after doing this for
an hour or so, they soon realized how tedious this was. The
light bulb suddenly came on, and they realize that manually
submitting to hundreds, even thousands of sites would take
days. Then, paying a few dollars to do this using an automated
system seemed very inexpensive.
The company offering the automated submission service had
proven the value of their service.
The same model has been used in the article submission business.
A company will give you a page containing the actual link
to the submission pages of hundreds of article directories
and ezine publishers who accept articles. Site visitors/authors
who industriously set about manually submitting their articles
to hundreds of places soon realize that this was a very poor
use of their time. So they gleefully pay $20 or so to have
their articles automatically, or semi-automatically, submitted
to hundreds of sites.
If you look around, you'll see this model being used over
and over again. In-fact, to sell many services all you need
to do is tell them exactly, step-by-step, how to do it. If
your step-by-step instructions are detailed enough, it will
seem very tedious, and many people will want to hire you to
do it. If you also offer an automated way to do this, or offer
to do this for them through your company, they will use you
to do it.
This is an incredibly effective method of selling your products
and services. Take a close look at your products today. Can
you structure your sales process so that you demonstrate (prove)
the value of using you to do it... instead of the customer
doing it themselves. If you can, you should witness a substantial
improvement in sales when you do. The whole key is just letting
them actually experience how painful it is for them to do
it themselves. It's a proven model used by countless very
successful companies.
Willie Crawford is an instructor and partner at Content
Propulsion Lab where you are shown how to create and then
semi-automatically distribute your articles and content across
the Internet (generating massive traffic). Learn how to make
content distribution less painful today at: http://CashThroughContent.com
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