Turn Pain Into Blockbuster Marketing

Did you know that psychologists and sociologists have repeatedly found that people are more motivated to avoid pain than to seek pleasure?

For instance, in an attempt to explain how and why some individuals with pain develop a chronic pain syndrome, in 1983 Lethem et al. introduced a so-called 'fear-avoidance' model. The central concept of their model is fear of pain. 'Confrontation' and 'avoidance' are postulated as the two extreme responses to this fear, of which the former leads to the reduction of fear over time. The latter, however, leads to the maintenance or exacerbation of fear, possibly generating a phobic state. In the last decade, an increasing number of investigations have corroborated and refined the fear-avoidance model.

Another example is that microeconomic theory maintains that purchases are driven by a combination of consumer preference and price. Knutson et al. of Stanford University investigated how people weigh these factors and use pain to make purchasing decisions. These researchers demonstrated that separate parts of the brain are activated when people are confronted with financial gains versus financial losses. The study shows that distinct brain regions are triggered when consumers are offered products they wish to buy (a potential gain) and when they are offered the products' prices (representing a potential loss). The results of their study (“Neural Predictors of Purchases,” Neuron Magazine, January 2007) show that consumers are trading off the hoped for gain of making a purchase against an immediate pain: the pain of paying money.

Your target market experiences its own unique frustrations and pains. The secret to maximizing your attraction factor is to articulate the worries, frustrations and concerns that you solve. As the old adage states, “People don’t care what you know, until they know that you care.” Truly identifying your market’s predicament tells them that you understand and empathize with them.

Here are some ad headlines from companies who understand the power of pain:

“What if your labeling printer makes 12,000 errors a minute?” – Zurich American Insurance

“Here’s to road warriors with spines of steel and delicate backs” -- Courtyard by Marriott

“Nickeled and dimed? I feel like I’m being quartered.” -- Charles Schwab

“Is your cholesterol out of whack? – Crestor by AstraZeneca

“There’s more at risk than your reputation.” – Electro-Federation of Canada

“We can’t keep it from getting knocked around, but we can keep it from getting knocked out” – Tecra A8 Notebook Computer by Toshiba

“Unburden your back.” Kensington Notebook Computer Cases

“When bad vacations happen to good people.”—Travel Guard International

If you are a business who struggles with marketing, you are not alone. Many companies are tired of the rejection, frustration and mystery of marketing.

There is a better way to attract customers. The secret is to turn their pain into your gain. Start by asking customers about their pains. Then gather information on how to solve those worries, frustrations and concerns.

Let us ask you this (now be honest): Do you really understand the problems of your prospects and customers? Or do you just think you know? Make no doubt about it, the stakes are high. Wrong marketing messages will cost you potential customers and lead to more struggles and frustration.

So here’s how to become a new customer magnet. Each group of prospects experiences its own unique frustrations and pains. What’s the secret to crafting a marketing message that will maximize your attraction factor? Ask them (or have someone ask for you) about their pains. Start by asking a sample about their ideal business, and then segue into problems. Listen carefully to the exact words they use (you will want to mimic them in your marketing messages).

When you interview some current, past and potential customers about the pains you solve, here are 10 questions you should always ask:


Describe for me the “ideal” experience with a ____________ (your product or service). How do most compare to this ideal?
Describe for me a recent time that the experience was less than ideal.
What are the three most important aspects of doing business with a___________.
If I said a __________ was a good value, what would that mean to you?
In what ways does dealing with a _________ cost you besides money (time, hassle, effort, etc.)?
What is the biggest pain about working with a _________.
Would you recommend a _________ to a friend or colleague? Why, or why not?
How does working with a _________ help you make money?
What does a _________ do really well?
If you had the opportunity to work with a ________ again, would you? Why, or why not?