Marketing P.A.I.N.

By Guest Contributors - May 06 , 2009

By Chuck McKay

Marketing is a series of decisions based on relevant case studies and historical examples. These decisions may, or may not, predict results. Skilled marketers are those who can sift through all of the examples and find evidence that can be applied to the client’s unique situation. Bad marketers simply copy other people’s work.

The Biggest Mistake People Make When Promoting Their Companies

I despise ads that do nothing but brag about the company, don’t you? Don’t tell me how good you are—tell me instead how I’ll be affected by doing business with you. Don’t tell me that your competition is trembling in their boots. That just convinces me that you’re out of touch with reality. Tell me instead that I’m going to look real good behind the wheel of the car you’re selling. Don’t tell me that I could have an ordinary home or I could choose to have an Ajax home, tell me instead that you offer the best home warranty of any builder… and prove it.

As a consumer, I’m not interested in you. Not really. I’m much more interested in me. Talk about me in your ads and watch how quickly I start paying attention.

Marketing P.A.I.N.
The Marketing P.A.I.N. concept is designed for retail and service businesses. We refer to the distress a shopper feels when she’s aware something is lacking in her life as “pain.”

The three ideas critical to Marketing P.A.I.N. are:

1. Nobody buys anything until she becomes aware that the absence of that thing in her life causes discomfort.

2. Your prospective customer will be much more likely to pay attention to your advertising when you match your marketing message to her specific stage of pain.

3. While the degree of pain is the intensity of the need felt by your prospect, the stage of her pain is her awareness of that need. These two ideas are independent of one another.

Why “P.A.I.N.”

It’s an acronym that describes a process:

1. Pinpoint your prospect’s specific discomfort to create a salient message.

2. Acknowledge your prospect’s buying mode to increase your credibility.

3. Increase message frequency in the medium which best suits your message.

4. Note and track all outcomes.

What P.A.I.N. Does for Companies

Employees will find it easier to get their ideas noticed and implemented, salespeople will close sales they never believed possible, and business owners will see a greater return on their advertising investment. You see, when you identify and match your message to the discomfort someone else is already feeling, they pay very close attention. Your communications become powerful and effective when you’re talking about the things people already care about.

You might be thinking, “Isn’t that the same ‘tell them what they want to hear’ slogan that unscrupulous salespeople have used for hundreds of years?

Absolutely not. “Give me answers to questions I’m already asking” isn’t the same as, “Lie to me.”

A practical application of Marketing P.A.I.N.

How many times has a business owner been offered a great price on an advertising opportunity, and wondered if it would be a good investment? Once you’ve identified your company’s message position, you can simply ask, “Does this match?” and you’ll quickly have a yes/no answer.

Recommending a good book on P.A.I.N.

Wizard of Ads Partner Steve Sorenson called me from Hawaii a couple of weeks ago, and said, “Hey, Chuck, this P.A.I.N. stuff is really interesting. Can you recommend a good book on the subject?” I said, “Steve, this is original material. There will be a good book on the topic, but I’m still writing it.”
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Chuck McKay is a marketing consultant who helps customers discover you and your business, and choose your product or service over others. He specializes in working with professional practices/businesses and owner-operated businesses. Questions about testing your advertising may be directed to ChuckMcKay@ChuckMcKayOnLine.com.