When your product closely resembles another company’s product, the difference in which company earns the prospect’s business is often the company that can make the prospect feel enough pain to switch services to their company.

While many salespeople are trained to find pain, copywriters, account executives, and corporate marketers aren’t.  This is demonstrated when you flip through a stack of direct mail or magazine of ads. You’ll notice very few direct mail pieces that move prospects to the next level of the pain funnel.

pain funnel1 How to Use the Pain Funnel to Drive Greater Direct Mail Response

 

Understanding how to push the “pain” buttons of prospects in your direct mail copy and other marketing or sales materials will help you better position your offer drive towards a sale, according to sales trainer Jason Dixon of Neuberger and Company.

 

Words that Describe Feeling of Pain

When trying to make a prospect remember just how many headaches, annoyances, and dollars a problem is causing them, use these words in your marketing messages:

Aggravated Exasperated Left Out Spiteful
Alarmed Fed Up Lost Struggling
Angry Flustered Mad Stunned
Annoyed Foggy Miserable Stupid
Anxious Frantic Mixed-up Tense
Apprehensive Frightened Muddled Terrible
Baffled Frustrated Nervous Terrified
Betrayed Furious On Edge Thwarted
Bewildered Guilty Outraged Timid
Blue Helpless Overwhelmed Tired
Burdened Horrible Panicky Trapped
Cheated Horrified Perturbed Troubled
Confused Hurt Powerless Unclear
Crushed Ignored Pressured Undecided
Defeated Imposed Upon Put Out Unqualified
Despairing Ineffective Put Upon Unsure
Desperate Inept Revengeful Victimized
Dissatisfied Infuriated Sad Vulnerable
Distraught Intimidated Scared Washed Up
Disturbed Irritated Shocked Worried
Enraged Isolated Seething

 

Headlines, Callouts, and Subheads that Bring the Pain

Flip through a newspaper, trade journal, magazine or direct mail piece and see how many companies are pushing pain well. I did and estimate that one in 35 headlines or advertisements appeal to a pain point.

These are the ones I found in a thirty-minute search. Just think how your company could improve your marketing and sales conversations or clickthroughs on your landing pages by being one of 35 companies in your niche to leverage the pain funnel.right channel2 How to Use the Pain Funnel to Drive Greater Direct Mail Response

generations more How to Use the Pain Funnel to Drive Greater Direct Mail Response

the silent cry How to Use the Pain Funnel to Drive Greater Direct Mail Responseyour laptop How to Use the Pain Funnel to Drive Greater Direct Mail Response

Fear-based or pain-based advertising is one of the most effective forms available. People are either motivated by fear or desire.  There is LOTS of research that points to the fact that people will move away from pain faster than they will move towards pleasure.  Broadview Security uses fear-based advertising very effectively in this TV spot below.

Review your last few campaigns and if they aren’t focused on pain, you may be missing prospect engagement.  Pull your team together and brainstorm about the downside of not using your product or buying an inferior product or service than yours. Describe in detail the type of pain or frustration your prospect will experience by not using your service at all. Let us know your results.

 

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