How to Use the Pain Funnel to Drive Greater Direct Mail Response
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.
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:
|Defeated||Imposed Upon||Put Out||Unqualified|
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.
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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