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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: "creative process"

How to Create More Success and Spaciousness in Your Marketing and Promotions

You sit in front of your computer. The page is blank in front of you. The cursor blinks at you, mockingly.   You decide to do the dishes. Fold laundry. Clean your office.   Two hours later, you realize you haven’t written anything. (But your kitchen counters are clean).   One of the biggest challenges business owners tell me they face when it comes to writing is this: the process.   Here’s what most of us think the process is: …

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CASE STUDY: Have You Built A Mailing List That Doesn’t Share Your Values?

I’ve been working with a group of business owners who are doing their first webinar ever to promote their good work. They wrote their promotional emails, reached out to promotional partners, wrote swipe copy for those partners, wrote an opt-in page, and a follow-up email sequence. But the thing about taking on a project like … Read More >