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Pain drives buyers to action
It is a universal and timeless truth that pain motivates people more than pleasure. Therefore, if you want potential customers to buy your product, you must sell pain.
"So, what exactly do you sell?"
This is one of the first questions I ask a new client when I start working with them.

Most of the time, they will answer with the name of their product, the type of product or service they sell, or the process they use to deliver it.
But that’s not what they’re selling.
Describe what people actually buy from you
Instead, prospects are actually buying the end result of your product or service.

In other words, they’re buying a desired future state.
Here are some examples of how advertisers paint a visual picture of a desired future state when targeting potential customers:
Lose 20 pounds in two weeks.
Look younger in 30 days.
Cut your debt in half.
Find your ideal relationship.
Discover your dream career today.


However, vividly painting a picture of the end result that a south africa telegram data prospect will experience after purchasing your product or using your service is only half the battle. While you may be able to communicate the obvious benefit that a prospect will gain from your product, that doesn’t mean that benefit will be enough for them to make the switch.

Selling a prospect something they want may inspire a good conversation, but it may not drive the prospect to take action.
Ouch, that hurts!
The product or service your prospect currently uses may be “just fine” or “good enough.” If it’s good enough, why would your prospect spend money and time to change? Fear of change is the biggest fear when it comes to making any major purchasing decision.