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Why Touching Your Customer’s Pain Is A Terrible Idea (And Where to Connect with them Instead)


Most experts will tell you to ‘touch the pain’ of your core customer in your marketing. But my take is that pain is a terrible place to connect with clients. Instead, I teach my students to look for the challenge, desire, or ripeness in their customers’ lives. If you are a parenting coach who speaks to parents’ pain, you might write something like this: Are you struggling to get your teen to listen to you? The trouble here is that …

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Tag Archives: "clear message"

The 3 biggest mistakes smart people make on their websites – and the fix

The way I see it, your website is the face of your business online. Unfortunately, I see way too many faces online that look like this: And just so we’re clear – no, that is not a compliment. There is a beautiful young woman underneath all that makeup and orange self-tanner. But that green eye … Read More >