1. Pain
What pain is your customer feeling that would cause them to want to buy your product? With some niches it is easy eg. If you are an Emergency Dentist your customers are ‘literally’ feeling pain and want you to make it go away ASAP.
In some cases it isn’t so literal but it is still there, you just need to think outside the box eg. A Guitar Teacher’s customers might be feeling the pain of not being able to play like their rockstar hero’s – “will I ever be able to lay like Jimi?”. Or they might be feeling pain because they are sick of wasting their time trying to get good free advice from online tutorials but without any real success.
2. Why
Why hasn’t’ their problem been solved already? 99% of products fix a problem or at least give a solution. Why haven’t they already been able to do this without your product. Lets look at a Stock Brokers potential customers. In short their problem is that they want to have more money than they currently do. After all that the basic reason why anyone would invest. We all know that investing is one of the best ways to get rich, so how come they aren’t already rich?
Maybe the best investment strategies aren’t given to the public? Maybe because there are lots of scams out there that rip potential investors off. Maybe because most people’s information about ‘what shares to buy’ comes from their Taxi driver. If you were writing copy for a Stock Broker these are the reasons why they haven’t solved their problems yet.
3. Different
In what way would their life be different if this problem was fixed? This is were we can take the liberty to paint some pictures in you customers heads. “Imagine if”, “What would you do if”, “How would you feel if”. You can really tell a story. A plastic surgeon might write something like – Imagine yourself a few weeks from now, when you are fully recovered from your nose job. Its a Friday night and you and your girlfriends are hitting the town. As you walk into that night club, for the first time in your life you can talk to anyone without having to worry about being embarrassed about your nose. Can you imagine how good that will feel? The absolute freedom that will come from not being afraid anymore. What would you do? who would you talk to?
4. Possible
Why is their problem now possible to solve? In short tell them about the advantages of your product, the benefits and some proof. A Golf coach might talk about the ‘new swing’ that is allowing golfers to reduce their handicap by up to 10 shots in 4 weeks. Or the Dietitian that talks about a revolutionary weight loss system that allows you to reach your target weight, without ever working up a sweat (plus the before and after shots of course).
5. Action
Tell your customer what action to take. Quite simply tell them how, what or where they can buy your product. Don’t’ forget to give them some good reasons. This step varies a lot depending on your business but unfortunately its a step that a lot of people either leave out OR, its the only step they do. If you want to add some incentive via a special offer, limited time scenario or money back guarantee these can all help.
