The Magic of Repurposing Content

When we repurpose content we update, revise and put it back to work.
Repurposed content is recycled, refreshed and resused.

Consistently creating quality content is something every business needs to do. It keeps the customers and prospects happy, the search engines happy…and SEO ratings up.  

Great content helps your customers and validates your market position.  However, repurposing content that’s been there for a while, can accomplish many of the same things. In addition, it can also share your topic with new readers.

“Can you update this article for us?”

Requests like this aren’t uncommon.  I’ve been involved with an international organization for over 25 years. Most of their article submissions are by members. There is often a shortage, especially for complex articles.

I responded to the email asking when they needed the article. 

“By Friday?”  

I sighed. It was late Tuesday.  As the original author, I knew the topic well.  The content was good, but it needed a fresh look and an update. 

I was one-week post total knee replacement and had scheduled a slow time because I knew I’d be on pain medications. I also knew my contact wouldn’t have asked if she wasn’t desperate to meet her deadline. 

What I’ve observed over the years…

As a teacher in the wellness sector, I’ve had a lot of experience at repurposing.  You need to make sure the information is fresh and interesting for each group you work with. 

Information and technology have changed. Your content needs to be current with the latest developments. 

Above all, you need to resist being in love with the words you have written and focus on creating/sharing the precise message you are trying to get across.

One secret to keep in mind…

In addition to extending your audience reach, repurposing content also reinforces your message. Those new prospects typically need seven or more contacts before they buy. They need the same consistent message repeatedly.

Repurposing content helps to keep your message in front of them.

3 Techniques for Repurposing Content

Always start with an update. Make sure the information is current and reflects any changes or discoveries. This is particularly important if you’re in a niche where information or technology is rapidly changing.  

Next, consider how the content can be best repurposed and if it has several potential uses.

Republishing repurposed content can expand your audience and get new readers.

Take that refreshed content and look for different graphics or images that are in line with your message.  Consider keywords, categories, links, and backlinks.

You might start by republishing your content as a new blog post. Then look for other ways to put it to work. If it’s great content, it deserves to be featured and read.

Next, look for additional places to post your content. You might start on your website blog, then cross-post it to appropriate social media channels like Facebook and LinkedIn.

Convert it into a podcast or video. Then post it to your YouTube channel. Next share the link on social media or website.  Not everyone learns well reading.  If you convert it to a video or podcast, you give visitors choices. 

Offer to do an interview on a topic you’re knowledgeable on…repurpose that content and share why it’s valuable.

Convert old blog posts to a guide for marketing

If you have a group of blogs on related topics, they can be updated and repurposed as an in-depth guide.

This makes a great offer to increase your list. People are happy to share their email…if they get something relevant and useful in return.  

Be sure to enhance value with graphics, charts, or any other visuals helpful to the reader.  

Some businesses develop a collection of guides that they offer for sale on their website. 

One of the marketing greats, Robert Bly has over 90 published books, many of them still available on Amazon. His prolific writing helped to make him a self-made millionaire while still in his 30s.

Repurpose images/graphics

If your articles use a lot of great graphics, consider repurposing them in posts for Pinterest.  Tweak them and convert them to updated social media posts. 

Infographics are very popular and another great way to use graphics, charts, and other visuals. 

If you haven’t tried your hand at infographics a template that helps you build them can be invaluable.  Google “free infographic templates,” or check out what’s available on Canva.

They are simple to use and don’t require graphic design expertise.

Not sure what to repurpose?

Trying to make the decision on what content is worthy of repurposing can be challenging. Is the message strong?  How could it best be used? Is it current or out of date?

Often as an outside writer, I note what someone closely connected to the content doesn’t see. I make sure it matches your tone, message, and is persuasive. You want it to guide your prospect to the next step. 

When I work with clients, I update and repurpose much quicker than is possible when creating original content. That makes repurposing content budget-friendly. It also gets you fresh content in a calendar-friendly manner.  Message me: judith@jculpcreativecopy.com

Keep Your Customers Delighted

Keeping your customers delighted, engaged, and even raving about you is easier than you think.

I have a dear colleague who can get a bit of snark on. She has a great sense of humor so I enjoy her candor and the snark.  

Recently Heather wrote about Peloton.  I only knew the name casually in passing until… surprise of surprise…they started airing on the news in our area… maybe because no one is getting as much exercise as they should be. 

There advertisements always this amazing buff-fit person in a fabulous looking condo working intently on their Peloton device.  (A very expensive piece of work out gear for the totally committed.)

She loved to mock their gaggy commercials about the super-fit.  Then she switched gears and commented on how “laser-targeted” their marketing was.  They weren’t trying to appeal to anyone who was not their target market. 

Peloton does smart marketing…

Peloton knows what buttons to push for their ideal client, and they do a great job of it.  They know how to get their target person to get up off the couch and order a Peleton for $2500 or more.  That is brilliant marketing.

Yet they take it a step farther.  Peloton focuses on delighting and keeping existing customers engaged…turning them into influencers that promote and sell more devices.  Smart company.

Heather admitted that she had signed up with Peleton to have an a virtual at home workout program.  No fancy device…the cheapest program that they offered.  For what she spent, she didn’t expect much. 

They surprised her with a free T-shirt…celebrating her completing 200 workouts.  She was so delighted and excited she told several friends and even wrote a marketing article about it.  She calculated their delivered cost to be about $3.00 or maybe less.  

Considering how many people she told and the number of people who have read her published article, they got excellent ROI.

Any business can do this

Any business can do this.  All it takes is thinking outside the proverbial box.  I’m in Oregon where we had the most horrific forest fires on record.  We still have pockets of the worst air quality in the entire world.  Thank goodness, the worst is past.

In the midst of the fire related stress and chaos I received an email from a company I’ve purchased from.

It was absolutely PERFECT timing to the perfect market. 

They sent an email titled “To Our West Coast Friends.”  It was a “we’re thinking of you” email featuring a well-known landmark in all its pristine glory.  No push. Just we’re concerned. We’re thinking of you. We can’t be there but if you need anything here’s 15% off. 

It touched me because of it’s tone and non-sales approach.  Whether I needed anything right then or not, I will remember who sent me that lovely email at a time much of the state was choking in smoke.  

I expected it to be the first of a targeted funnel. and looked forward to see what they would send next. Unfortunately, they went back to pushing sales in the next email.  What a missed opportunity.  They had set themselves apart with their approach and then slid back into doing exactly what their competitors did.

Ways to delight your customers

If you don’t want to invest in t-shirts, there are lots of other ways. If you don’t have their birthday, send a “you’ve been with us a year” anniversary email or card.  

Recognize customers for achieving some sort of milestone on your social media.  

Offer a free guide or e-book especially for your valued clients.

Send them an early-bird notice of a special event or something like a black-Friday sale.

There are lots of options out there.  It’s a matter of finding what is just right not only for your business, but the clients you want to attract and keep. 

New clients only buy 5-20% of the time.  Existing clients buy 60-70% of the time.  An excellent reason to treat them right and keep them delighted.

Want to read Heather Lloyd-Martin’s full article?  You can find it right here.

Want a quick brainstorm on the best way to keep your existing clients delighted?  That’s just one of the ways I help my client’s get the edge on their competition.  Visit my booking link here.

Empathy Based Marketing

3 graphics depicting empathy, caring, listening.

In the best of times and in the midst of crisis, customer connectivity is core to business success.  That means we need to focus on helping them as real people, not clicks, and dollar signs. 

An Empathy Lesson I Learned Early

I spent over 20 years in the spa industry offering skincare and cosmetic tattooing. They are optional services and high-ticket. 

At first, like any field,  you are trying to get your skillsets perfected. Then you have to learn marketing…it’s not taught in the training programs.  You have to build the client’s trust, help them like you, let them get to know you. 

You are a coach, educator, someone who has had their problem and understands what they are feeling.

I learned that listening with empathy, focusing on the client, learning from them, and engaging with them was key. My total goal was to help them feel better about themselves and make their lives easier.

I developed great friendships with many caring, professional colleagues with successful careers.

I also met some that were of a very different nature…transactional. The client was a job, money. Regardless of what they said, they weren’t really engaging with them. And their careers were short-lived.

I’ve seen the same thing in many alternative health businesses. Supplements, CBD, skincare, and beauty products. Engaging with empathy makes a big difference.

Something to Remember

What most businesses don’t tend to keep in mind in their marketing is customers don’t decide to buy logically. 

We are feeling beings who think, not the other way around. Even the most analytical person you know depends on discipline to control letting their emotional thoughts impact their decision.

A respected neuroscientist, Antonio Damasio, discovered that every human decision depends on emotion.  Every single decision. 

We must focus on emotional connections and let them lead naturally to see conversion. That relies on really deeply knowing your customer and their emotional motivators.  

3 Ways to Enhance Your Empathy Marketing

A lot of marketing tends to be random.  A study by the CMO Council reported that 80% of markets don’t know what the next best action for their customers is.  

They need to automate to enhance customer engagement. However, automation is transactional. That makes it harder to employ emotional marketing.

Here are three ways you can apply empathy today.

Start with Your Customer

“Walk a mile in their shoes.”  You need to go into their world, their mindset to really understand them. Look for how you can make their lives better, solve their problems. What do they want?  How is their problem impacting their life? 

Do they want their pain to stop? Do they want to sleep better or perform better? Why? Feel better? Why? To enjoy life more? Enjoy their family more? 

Look for ways you can help them.

Let them know you understand their problem, feel their pain. Show them how to solve their problem. Validate it. Other customer’s success stories can be very effective at doing this. A real person they can identify with. They build trust.

Develop Digital Conversations

Think conversations first, then let them slide into fulfilling the steps of a buying journey.  None of us like to be “sold to.” We like and are quite willing to buy if something will make us happier and solve a problem.  Focus on the conversations. Extend an invitation to talk, to converse. 

Social media can be a great opportunity for this. 

Start with the conversation…invite dialogue. Listen and learn. Converse with them. Finally, recommend something that will help them.

When we focus on helping, the relationship changes. We’re there to help them…not focused on getting a sale.

Bring that attitude and those emotions into your marketing. Treat them like you’d like to be treated in their place.

Provide Empathy Content 

Customers and prospective customers don’t want more content.  They want helpful, empathetic, useful information. It needs to be customer-centric. It needs to show them a solution to their problem. Support them. Sometimes it’s hard to make a change.

Use the terms customers use. Helpful blog posts. Useful case studies. Fantastic articles. Amazing videos. It’s all about feelings, emotions, and the right word choices.

Support this with one of the things that customers want most…quality interactions with your team. Your team needs to feel your empathy, incorporate it into your company culture and share it with customers.

One Last Thought

Emails are a great place to include empathy.  Every business is ramping up an email’s place in marketing. However, I see a lot of emails that are stuck in the old long-form sales letter format.  Or on the other side…purely transactional.  

For an article on using RAS Triggers to activate empathy, you might find this article interesting. Read it Here.

It’s time to update to empathetic emails that follow modern guidelines if you want more opens and conversions.

Need help bringing more empathy into your marketing efforts? Message me: Judith@jculpcreativecopy.com.

Dopamine Rush…Silver Bullet to Sales

Are all dopamine rush triggers

The motivator response in our brain triggers us to take action and rewards us with a dopamine rush. It’s a surge of good feelings following a pleasant experience. It’s as old as man himself.  

A key part of survival, the primal brain includes a series of triggers that make us take action.

When we take the action, it rewards us with what is called a dopamine rush.  It’s that good feeling we get from eating ice cream, chocolate, and the like.

Can you imagine???

Our caveman ancestors spent a lot of time searching for food. Can you imagine trudging out there hunting for an animal to kill?  Hot. Cold. Windy. Wild carnivores looking to eat you. 

It took strong motivation to do it.  The primal brain drove them on. When they did see an animal, maybe rabbits, deer, bison…or a wooly mammoth, their brain rewarded them.  It offered triggered good feelings. 

The reward of satisfaction and anticipation spurred them on to the kill. Success…more good feelings rewards.

Dopamine Rush Today

We’ve come a long way, but our brain hasn’t changed.  We get a dose of adrenaline to escape a potential accident from the crazy driver in front of us. Or the idiot pedestrian who steps out into the street without bothering to check if there are cars coming.

We get the feel-good rush from foods we like and more.  We are rewarded for finding a mate, having a baby, having a circle of friends, being a part of the team. 

All of these trigger a dopamine rush.

Men get an emotional high from an action movie or a football game.  

Women get their highs from finding a perfect gift for a friend, bringing someone joy, getting a hug. Or a positive shopping experience.

When we get one of those responses, it triggers us to repeat the behavior.

In Marketing

If you have a clear avatar of your customer, the dopamine rush can be effectively triggered in marketing efforts. Our goal in their interactions with our business, or brand, is a positive experience that triggers the rush. If we succeed, they are likely to return to purchase again.

It must be a positive experience to get this trigger. Poor experiences with any touchpoint of our interactions trigger the opposite response and drive them away.

So before any active marketing campaign is undertaken we need to make sure all interactions lead to a positive experience. Website design, navigation, content, customer support, purchasing, post-purchase, shipping, and delivery all need to be positive.

Then we can undertake to target the dopamine response in our marketing efforts. We can implement them on our website, social media, and emails.

3 Techniques to Trigger a Dopamine Rush

All three techniques tie into the fact we are reward-driven pleasure seekers.  As much as we want to avoid pain or injury…we seek pleasure. There are several ways to get that result.  Here are three techniques.

Create Excitement

You can trigger the rush by creating excitement. Offer them fun. Let them win something.

You can generate excitement with a contest. We are driven to try to win, come out on top. 

Flashing lights create excitement. 

Having a winning ticket creates excitement. 

Winning at bingo triggers a reward response.

Lottery bingo games trigger the response.  State lottery games and casino gambling trigger the response. Sometimes so effectively that people become addicted.

Safeway uses this annually.  So does Publisher Clearing House. 

So do game shows and every business that put contests on Facebook or Instagram.

Use Trigger Words

Generate anticipation and curiosity by incorporating trigger words.  Focus on words that generate curiosity, imagination, and anticipation.

  • All you can ___________
  • Exclusive
  • By invitation only
  • Just
  • Now
  • Not yet
  • Ready now
  • Only 
  • Sold out
  • Bonus
  • % off
  • Limited
  • Kit     (we love kits)

Use words and phrases that make intrigue your customer and make them want answers.

  • What does this mean?
  • What’s going on here?
  • How will this help me, I need to find out.
  • Pre-announcement of something new
  • Helpful hints on how your product can be used or give them the most benefit.
  • Celebrate milestones with them – theirs and yours

Free samples, free trials, and free demos work well. Feeling like we got more than we paid for absolutely triggers the response.

Stay in touch…if we know and like a brand, we like to hear from them. Stay in touch in a way that feels individualized and personal. You can use phone, text, or emails. They all strengthen the bond and trigger the rush.

Gamification 

Games make things fun.  They give us rewards. And reward programs attract us. That’s why we sign up for them even if we don’t use them. 

If we can fire up their anticipation for getting those “points” a bigger discount, or a free gift, we have a home-run.  

Does your reward program offer multiple levels? Who wants to be in the “entry-level” group? 

If we’re interested, we want more. Our seek pleasure drive wants us to have achievement and recognition.  We want to be in “the group.”  We want to be elite. …all dopamine rush triggers.

Want to read more about how rewards programs can benefit your business and learn about different types.  See my companion article here

When I work with clients we start with their target customer and the type of RAS triggers that they respond to. Then we develop the plan and the rewards system that best suits them. Need help? Message me: Judith@jculpcreativecopy.com.

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Value Added…Bonuses, Rewards & Discounts

Our perception of value can be modified with bonuses rewards and discounts.

While avarice and greed have negative connotations the concept of getting a good deal is hardwired. We love bonuses, rewards, and discounts.  We love to feel we got great value for our investment.

The value doesn’t even have to be ours

My sister has physical dexterity issues, so when she mentioned she needed a new camera, I jumped to help her find something suitable. 

I remembered the challenges I’d found with the small profile digital cameras.  It can be hard to get crystal clear photos.  Stability issues. 

I started researching the best cameras for unsteady hands.  Something a bit bigger but not too bulky.  I found a useful website and emailed her the information.

“Thanks for the help!” Came the reply.

There’s a Walmart near her and I knew it would be easy access if she had any problems. I went online and checked their offerings. 

I knew she needed stability, the ability to easily transfer them to her computer, and maybe a bit of a zoom lens. The website I found had also suggested a larger view screen over a viewfinder for people who wear glasses.

I found a little Kodak PIXPRO FZ152. The price was reasonable for her budget, just $82, marked down from $149.95. Forty-one reviewers and a good rating. 

So I shared the link with her via email.  I did suggest she purchase an SD card to go with it.

A little while later, she messaged me, “Hi, Judi, I just ordered Kodak FZ53 digital camera!. It’s red!  It comes with a carry case and an extra memory card for just $100 with free shipping!”

I could hear her excitement so I shot an email back, “Congratulations!!  Have fun with it.”

Then I realized the number was different.  I looked it up. The camera she ordered is smaller, flat, and would be harder for her to hold. The FZ53 was available solo or in a bundle.  Gena had gone with the bundle. 

Then I noticed there was only 1 review and it had 1 star.

My heart sank.  I clicked to read the review, “Not worth buying. does not come with entire bundle. camera quality sucks.”

Sis had gone for the “good deal” but may turn out to be a bad purchase.  Thank goodness Walmart has a generous return policy.

Positive value building

As a business owner, I’ve had a lot of opportunities to sort through offerings. As a digital marketing specialist, I work with clients to make sure their offers are buyer-friendly. 

At the same time that we make the client feel good about their purchase, we make sure the company will feel good about the sale.

It’s about finding the right balance for both the seller and the buyer to have a positive experience.

Secret

One thing I see a lot of marketers miss…not all customers respond to the same type of offer. If you are always focused on creating value one way, you may be missing sale opportunities.  You are also training your customers on what to expect.  

Mattresses and furniture are a case in point. Stores that sell mattresses and or furniture are always having sales. We’re talking deep discount, fire sales. Clearance sales. Going out of business sales.  

People know this and when there isn’t a sale…they generally wait.  Sometimes they wait long enough to get a sale and free delivery.

3 Value Techniques

With the current social situation, more people are wanting to purchase from companies that support change and inclusion. Expect Gen Z to be strong on this issue.

Some people like to buy products because they feel good about the company’s story.

Others buy because of company philanthropy or involvement in the community. 

Millennials look for environmentally friendly products. They want to “make a difference” with their decisions and their purchases. They will pay more to do that.

Discounts

In the CBD niche, online sellers typically offer discounts. Does that mean it’s the best method?  Not necessarily as we can see from the furniture stores. 

There was a woman who ran a small boutique in the southwest.  She had ordered some turquoise jewelry and it hadn’t sold well.  Headed off on vacation she had an afterthought and messaged her assistant to mark it down to half-off.

When she returned a huge amount of the jewelry was gone, but there was no sale sign.  She picked up a bracelet and noticed the price was twice the original price. Her assistant misunderstood and instead of marking it down, doubled it.

People bought more because they perceived if it was this expensive, it had to be quality.  

When there were only a few pieces left and the season was nearly over, she left the altered price tags on and put up a sale sign of 50% Off until Friday. 

Those last pieces were gone quickly. Value and urgency combined.

If something looks good but the price is too low…they wonder what is wrong.  I’m not advocating you raise all your prices. I am advocating that you take a good look at the pricing, your target market, and the value balance. 

Bonuses

In numerous studies bonuses outperformed discounts.  While discounts are price reduction determined by the company. A bonus is something the customer earns.

A bonus might be based on a quantity purchased.  This happens routinely with some alternative health supplements. Especially, those sold via long-form sales letters.  

Invariably, while you can order one, the price keeps getting better if you order more. Often the sweet spot will be at least three or four of the same item.

There are also the buy one item at the regular price and get a second item for a reduced price. Women’s retail often does this.

A third bonus type is based on dollars spent.  The amount of the bonus goes up every time you exceed a threshold.  Spend over $50, save 10%. Raise that to spend over $100, save 15%. And the big one…spend over $200 save 25%.  People reach for it like the gold ring on a merry-go-round.

Rewards programs

Most of us have at least a fist full of rewards or loyalty program memberships.  Amazon Prime, Airline miles, credit cards that reward you spendable points, Costco rebates.  The list is nearly endless.

However, not all get used equally.  Over half barely get used at all. Here are some that have been used very effectively.

Points programs where you earn based on dollars spent.  My local nursery has this and the rewards points convert to a discount on future purchases. I recently got a plant free.

Amazon Prime is an example of a paid membership program.  You pay your monthly/annual fee and get free fast shipping and other bonuses.

Sephora and Victoria’s Secret use a tiered community program.  Your status is determined by how much you spend. The more you have spent in a calendar year, the higher your bonus and the number of perks you receive. 

Nike rewards buyers based on a fitness achievement like running a 5K with badges and discounts.

There are many variations of rewards programs. The key is finding something that matches your specific business model and philosophy and your target customer.

All good rewards programs enhance customer loyalty and long term value. It’s a project well worth pursuing.

When I work with clients

My goal is to help them add new clients.  At the same time, we focus on bonuses and rewards to retain existing clients. It’s far easier, and less expensive, to keep a customer than to replace them.

Pain…a Core Motivator

Pain has many faces. Physical pain, anguish over a loss, or fears of emotional pain. We, humans, are hard-wired to stop or flee all forms of pain.  Everything from an embarrassing moment to a stabbing level eight agony.  

Just like the rest of humanity, I’m a pain avoidance specialist. 

I used to love horses. I’d wanted one from the time I was old enough to read Black Beauty. 

The first thing I did when the man in my life moved me to the country, was to buy a horse.  Did I know what I was doing? No. Did I have all the right gear, stabling, and place to learn? No. 

Yes… I was a walking recipe for a disaster.  I have the healed bones, bruises, and emotional trauma of accidents to prove it.

The last time was a finisher for me.

I’d sent a three-year-old filly for training.  Three months later, the trainer announced she was ready to go to the stable where I was going to lodge her. (Doing it right this time.)

Since the trainer had to be out of town, an experience horsewoman friend went to help me move her.

The trainer had been rather spotty in her communications on techniques, etc.

When we went to load Brandy in the trailer, Linda asked, “Does she ride tied or untied?”  

“I don’t know…Kathy never mentioned that.” 

“Well, I don’t like to tie them unless I have to.  She’s quiet, we’ll just leave her loose. You lead her in and then hand me the rope through the side.”

I led Brandy in and handed Linda the rope through the open window.

As I reached the open rear ramp, I heard Linda unsnap the lead.

“Careful, she’s turned and coming toward the door.”

I can still feel the surge of disquiet and adrenaline as I type these words. Goosebumps form on my arms.

 The next thing I knew Brandy hit the back of my head with the full force of the length of her face. She felled me like a tree to knock me out of her way and lept over me to get out of the trailer.

Facedown in the dirt, I could see her feet coming down on both sides of me. Pain stabbed through my right hand where one foot had grazed.

I lay there shaking with terror, knowing the outcome could have been far worse.

Marketers need to understand pain.

I think the New  York Times summed it up well in their article, “Pain is the secret of neuromarketing.”   I’ll explain more on that in a minute.  

Most of us know that we need to find the customer’s “pain points.” However, we don’t always really understand what that means or how to use it appropriately in marketing.  

An article on MarketingLand on Pain and Conversions had some great insights that aligned beautifully with what I’d learned from a marketing coach.  It filled in some missing blanks.  

Better armed with the neuroscience behind pain, I want to share some tips that can help you help your customers. Help them understand pain. Stop pain. Avoid pain.  

It works equally well for mental or emotional pain and physical or psychological pain.

The Primal Brain is the Secret

The answers are found deep in the oldest part of our brain, the amygdala often called the reptilian or the primal brain. This is the survival part of the brain.  It’s the home of our fight-or-flight response.  

When faced with danger, it lights up and triggers us to take action. In mild cases like the guy in front of you suddenly braking, you too stomp on the brake.  Then feel that leftover adrenaline tingling in your veins.

In the case of severe danger…we flee. 

In an article on psychological pain by David Biro, he shares that all pain follows a simple formula.

An attack or assault leads to injury and then to withdrawal.  We have to escape. Whether the threat is physical or happening in our head, the result is identical. We feel pain and we need to stop it.

When neurosurgeons tested subjects, they discovered the amygdala lights up when the person felt threatened.

They tested a variety of pain and danger signals and saw the same response.  

Then they tested people who were shopping for chocolates and buying them. Interestingly, the area again lit up.

While the triggers were very different, they came from the same area of the brain. The area with a very powerful “action” drive. 

3 keys to using the primal brain

To effectively incorporate this powerful drive we need to focus on helping our customer or prospective buyer.  Every single one of us wants to remove fear, remove pain, and feel pleasure. We are reward focused. When we escape danger, fear, or pain, we get a pleasure surge in the same area, the reptilian brain. The feel-good is automatic and elemental.

Feel their pain – identify it.

Successful conversion starts with your customer.  You have to understand what they are feeling. 

Is their pain from a physical problem? Joints lose cartilage.  Muscles can strain or tear. Bones break and accidents do nasty things all over. Kidney stones and delivering babies trigger intense pain.

Emotional health is your ability to express your feelings about the information you have processed. 

Emotional pain like anxiety, stress, financial fears, insecurities, guilt, and grief are emotion-based. All forms of loss trigger emotional pain. Non-physical pain can lead to loss of sleep and depression. In its most severe form, it prevents the person from living a normal life. 

Nothing matters but the pain. 

Whether emotional or physical the person feels and describes what they feel in the same terms as physical pain.

Help them see hope

One unfortunate aspect of pain is that the longer we endure it, the more we feel it. We don’t want to leave prospects to wallow in their pain. 

It’s our job to help them find a glimmer of hope. We want to help them find relief.  

A word of caution, avoid pain as a sales gimmick. A good example is the poorly acted television commercials of a company in the late 1980s. Selling a protective device to seniors they slogan was ‘I’ve fallen and can’t get up.”  They turned a serious situation into bad comedy.

They made US Data Corporation’s top 15 marketing blunders list. Right up there with NEW Coke and NOVA.

There are plenty of ways to take the high road and still take advantage of the pain principle.  It can be done with words and images without focusing on the pain. 

Check these examples and think of the emotions tied to each:

You’re selling a pre-natal supplement…protection for mother and baby.  (What are they feeling?)

Selling a super door lock with a camera…you’re selling Theft protection. (What emotions?)

Can you identify which emotions a photo of a flooded row of homes would trigger?

How about a picture with a nasty black spider graphic situated next to a happy family?

As badly as we want to escape pain…we seek pleasure. We want to feel good, enjoy our families, feel safe, find love, belong, and have confidence and esteem.  Help them see themselves feeling better and having fun.

Showing hope and reminding them of the potential pleasure rewards guides them to your solution.  

Help them get the reward

If you’ve done your work and guided them forward, the desires are activated. The need to take action is strong for us pain-avoidance pleasure-seekers.  

Buying triggers a feeling of satisfaction and that activates the brain’s primal reward region. We feel pleased with our purchase. 

Proper post-sales nurturing can reinforce this feeling, set the right expectations, and continue the positive experience. The positive experience draws them back to you to repeat it.  

Help them get their next dose of happiness with lots of nurturing.

Would love to hear how you implement the pain motivator in your marketing.

Oh and Brandy and I…I’ve never been back on a horse. I got out of it with a minor concussion and a broken little finger on my right hand. I was very lucky. I never wanted to tempt that fate again. My time as a dare-devil risk-taker was over.

TERMS, CONDITIONS & PRIVACY

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