15 Jul Are You Addressing Your Buyer’s Pain or Pleasure Points With Your Message? Here’s WHY It Matters…
In order to craft a great marketing message, you need to have this one, unique skill. But let me back up a bit…
One of the biggest mistakes marketers make is they try to guess what their audience wants. More often than not, this approach leads to disastrous results.
When you assume your personal opinions, values, attitudes, and challenges are relevant for your audience, you’re setting yourself up for failure.
“It’s NOT about what YOU want… It’s about what THEY want!” – Eric Beer
Being able to put yourself into your audience’s mindset is a crucial marketing skill, which allows you to craft messages that resonate with your audience. And it shouldn’t be a guessing game.
You can have amazing results by simply asking! Creating surveys has worked wonders for me, and when Survey Detective launches, I’m confident it will for others as well.
A great strategy for understanding your audience is to consider some of the key motivators present in human psychology. So for today, I’m going to go over one of the most common frameworks for understanding the wants of your audience, popularly known as the pleasure-pain principle.
I will explore several marketing situations where this principle applies and explain how it affects your ability to create a powerful marketing message that converts!
Buying for Pleasure vs. Buying to Avoid Pain
Not every purchase is made of necessity. We want to feel nice, experience good things, and we can buy all kinds of things to make that happen. Whether it’s a candy bar or a $200k Porsche, the principle behind it is the same – we buy for pleasure.
Buying for pleasure is a lot of fun, which is another reason why we’re drawn to it so much. But there’s also an alternative reason we shop – to avoid pain.
Life is hard, and we encounter all kinds of challenges along the way. It’s needless to say that plenty of us experience pain during our time here. Luckily, sometimes we find things we can buy to help make that pain go away.
What’s the Difference Between Customers Who Are Pursuing Pleasure or Avoiding Pain?
These are the two basic consumer states according to the pleasure-pain principle. We’re consistently shifting from one to another throughout our lives, and sometimes in rapid successions.
The critical difference between these two states is the mindset.
For example, let’s say we have two buyers, one motivated by pleasure and the other by pain. And, just for fun, let’s give them both a million dollars each!
The buyer motivated by pleasure will maybe think about buying a boat, or traveling the world, or getting a much bigger house.
On the other hand, the person motivated by pleasure will be more inclined to focus on getting rid of stuff dragging them down. Maybe they’ll think about paying off their mortgage or student loans.
These two buyers are clearly focusing on different aspects of their life. And just by knowing which state they’re in, we can create a more effective marketing message to make that sale.
Adapting Your Message Based on What You Understand About Your Customer’s “Why”
Let me give you another example.
For this one, let’s say we’re selling massage chairs, and we have two buyers.
Buyer number one is looking for a comfy chair to take their leisure time to a new level. For them, it’s a luxury item they use to relax and feel better.
But buyer number two has chronic back issues. In their case, this massage chair may be just the thing to help them relieve some of that pain and improve their quality of life.
You can see how different this same product will look to each of them. The same massage chair from one person’s perspective may be something to perk up the living room and, for another, an ailment-soothing remedy.
Your job as a performance marketer is to differentiate between these two buyers and recognize what state they’re in. It’s up to you to understand your customers better so you can adapt your messaging to their unique needs and objections.
“You have to understand your audience’s mindset.” – Eric Beer
And a great way of doing that would be to use surveys!
You could easily modify this situation to fit a segmentation survey funnel with two basic segments – buyers who avoid pain and seek pleasure. After that, the process is pretty standard.
If you’d like to learn more about segmentation survey funnels, you can watch one of my previous episodes to get a high-level overview of the framework.
Whether you’re pursuing pleasure or avoiding pain, I sincerely hope this episode helps you on your journey.
If you’d like to learn more about surveys, sign up for my SurveyDetective VIP waitlist to get some bonus Performance Marketer content!
See you next week!
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What's up, guys? Eric Beer here, welcome to the channel. It's great to have you. Today, we're going to talk about what drives people, the motivation, and how people get results. And it comes down to two things. Pain versus pleasure. So stick around, and we'll be right back to get into what that means and how you can use it for your business.
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I'm looking for entrepreneurs to join my affiliate army, built on ethics, transparency, good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along, as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.
It's so funny. I mean, I believe as you get older, you actually... You forget more than you realize, and the knowledge that you have is in there in this brain of yours. But you need something to spark it. And then it's like, "Oh, yeah, I remember that. Yeah, totally." And, you know, I was thinking about this the other day, and it was, it was cool, right? Like, as you're trying to market to these different people in your universe, a big mistake that we make, is that we tend to try to create our message and try to get people to take action, based on what our goals are, and the results that we want. And it's a huge mistake that entrepreneurs make. Huge, right? We already know that. You're not your customer, so you shouldn't be trying to go and do what you want. You want to know what they want, what they want to buy. Certainly in like an e-commerce world, right? When people are selling products, you know, if you are creating a T-shirt, you might go and create the T-shirt that is your taste. But your customer base may not necessarily be the type of people that would wear what you wear. You may cater to a different audience. And you need to be smart about that. Right? If you're working for companies, and you're the marketing manager for a life insurance company, right, and you're 30 years old, and you're trying to market to somebody who's 45 to 60... Maybe you're at a college and you're 23, and you're trying to talk to someone who is 40 years old, married with kids, and trying to explain to them why whole life insurance is important. You can't think like a college kid, you got to put yourself in the mindset of that person who's 40 years old, and some of them, and those are in businesses where like you're working for companies, it may not be like, what you woke up in the morning, and said, "Oh my god, like if I could do anything in this world, that's it." I want to be marketing, you know, whole life insurance or, you know, I want to be pushing out auto insurance or, you know, structured settlements, payday loans, selling, you know, fanny packs, you know, I don't know, like, tons of things. There's people in this world, tons of marketers that are doing things that they're promoting that it's not their passion, it's just, it's just not. And if you're one of those people, if you're a marketer, and you're doing something that's just, you really wouldn't touch it unless your job. Like if, if you weren't at that job, you'd never even look at it. Like, “I’ve fallen and I can't get up!” You know, those things for the older people. That commercial, where you press that button, you know, Home Security, cable TV, wireless cell phones, I mean, there's so many things. And the thing about that is, if you're in that, that world today, well, then you have to be smart enough to understand your audience understand their mindset, so that you can cater to them. That's why surveys work, right? That's why I'm not plugging my surveys in this at all. Survey detective, but that's why surveys work. That's why surveys, quizzes, assessments, all that stuff that's in service detective, they work, right, because you're able to research, able to communicate with your audience, they're able to give you feedback, they're able to tell you things that they like that they want, you're able to then look at that data and make decisions and then be able to build businesses around it. Right and there's a way to do it. People make mistakes on how they go about doing that. But it works. Okay. But that's the point right? Like so like, you could be in any business and it may not be your diehard but you got to do your marketer, you got to find a way to get in the eyes of that person. And get them to take action. But so entrepreneurs are very different, right? If you're a coach, and you're trying to coach other people to do what you do, right, if you're in the info product world, and you're an expert, or you master something, and now you want to go and pass this on to other people, and get them to do what you do, right, like, I built the business, I know how to do lead generation, alright, I can show you how to build lead generation companies using my survey platform, I can teach you that I'm very different in one respect than someone who's coming to me from the reasons why. And it's interesting when we think about pain versus pleasure, and what drives people. And I'll give you an example of that, and how you have to think about this when you're marketing to your audience. Pleasure, okay? Is something where if I make a million dollars, I'm going to use that million dollars to go buy a Porsche 911 turbo, that's fun. I mean, anybody out there listening to this, if you made a million bucks, you can go buy a Porsche 911 turbo, fine, right? That's fine. That's pleasure. Or if I find make a million dollars, then I'm going to buy a second home, I'm going to travel the world, I'm going to buy my kids something, I'm going to build the golf course, on my backyard, everything I just described to you is me thinking about pleasurable things that I can do, if I'm successful. Now on the flip side, from pain, examples of that would be if I make a million dollars, I can pay off my student loan, or if I make a million dollars, then I can get out of credit card debt, you see the difference. People are, are trying to be successful, so that they can take something that's painful for them away, or, like, if I make a million dollars, I'm gonna pay off my mortgage, if I make a million dollars, I'm gonna pay a lump sum of alimony to my ex, and be done and do a deal with them and be done. All of those things are painful to somebody, and they're life-changing. If you have student loans, you have medical bills, you have credit cards. And now every month, you got to spend $10,000, to pay off student loans, medical bills, credit cards, alimony, whatever it is, well, how much money do you make? And then you're subtracting that 10 grand a month, right? What if you don't make that much, you're underwater, you're in the red, you're losing, that's you, we don't lose. That's, that doesn't work. That's an upside-down model, that model does not work, we stop it, we find a different solution. Right? So that's what's happening, we need to change fast. But the point is, is that most people, most entrepreneurs, for the most part, are doing things for pleasure, if you think about that, most people that are out there doing it for pleasure. But at some point in their life, entrepreneurs like myself, okay, I had to do this. I was, yeah, I want to I'm an entrepreneur because I want pleasurable things I want to be there. It's just a no-brainer. For me. That's the way my mind thinks. However, I had a lot of pain points. In the beginning, I needed to make money, I need to make a living, I need to create a foundation for myself. So in the beginning of my career, I was really focused more on the pain points that I was trying to solve for myself, if I made all this money early on, in my career, I wasn't going in buying a Porsche, I wasn't buying a sec, I don't even own a first home, I wasn't buying a second home. Like that's just not where I was in my life. And that's very typical for people that are starting out for all the people that we're promoting to, right. We have a skill set, we are successful, as coaches as experts, right, Tony Robbins, Russell Brunson, Dean Graziosi, can name 1000s of others, we all can teach you how to be successful. And if you immerse yourself in it, and you go deep and repeat it and stay, stay, stay until you're successful, it'll work. But your goals, in the beginning, could be very different than mine. People that want to learn from me how to build the business, want to learn how to use my survey platform, how to generate revenue, cash flow, by either me teaching you how to do it with just arbitrage being a performance marketer, showing you those strategies, showing you strategy on how to how to generate leads with my survey platform, it's likely most of you are going to be coming here because of some pain point. So from my perspective, as a marketer, I need to think about that, when I'm promoting to you when I'm trying to get people to do something. Right. When you're promoting. You got to think about that. When you're promoting to your audience. You got to think about it. Like what's the result? We all want? Yeah, we all want the same result. We want to make money, right? Yeah. But why? What what's the meaning behind it? And you understand that your marketing messages, I mean, it changes your click rates will be better immediately. Just understanding that little piece? Is my audience here to run away from pain, or are they here because they want to go get some more pleasurable things? Obviously, you can ask people that question in surveys, right? You have an idea of like what it is. But the whole idea guys listening, pay attention here are you marketers, right? People that want to go out and get people to buy something from you, it's not about what you want. It's about what they want. And it's not just the result, I'll say that, again, is this sort of thing, people confuse it. The result? Yes, is always the same for your segments, you're selling the same thing, someone that's buying a chair that massages you, the end result is they want to relax and sit down in that, that that chair and get good massage and great they're spending a lot of money on it is somebody spending money on it, because they have too much money, it's just a fun thing that they're going to put in their house and spend five grand on and it may sit there and no one's ever going to use it pleasure, or someone spending five grand because they have some ailments in their body, a need it not because it's pleasurable, because they have pain, and you're going to solve some pain is different. the mindset of that person is very different. the psychology behind that the way you market to that person would be different. It's really important for you guys to understand, like, the pain versus pleasure, and which one is your audience focused on? Where are you focusing? What is your marketing message? So guys, pay attention, okay, a lot of people make this mistake, their one message for their entire business to mass-market message. They're not segmenting like you should be doing. Right? We talked about the perfect survey, ai STP. That's my framework, right? attract, identify, segment, target, and position segmentation, customization becoming relatable to your audience. That is what is going to sell your audience is smart, not stupid. Show them you understand them relate to them, even if it's not necessarily your goals. This is what is very important to your end-user. So when you guys are out there, I would if you're doing something new, a new marketing campaign, answer that question, Why, yes, you know, the result? Why do they want the result, get to the bottom of it, you could have two segments, you could have a segment that is focused on pain, and a segment that's focused on pleasure. That's why we segment I mean, that's the whole point in what I'm doing here. That's the power of service detective. And what we do, I'm going to show you, because at that point, if you identify that you have the same product, right that massage care is the same product. If you're a real estate agent, and you have buyers, you can have one buyer who's looking to move to a bigger house. So it's exciting. They're growing their family, they're looking to move to a bigger house, you have another client who just got divorced, and is getting kicked out of their house, and they need to go buy a house. Very different, right? They're running away from pain, the first couple, they're running towards pleasure. These people, the people getting divorced, and their life is blowing up, they're in pain. They're not doing it because they're excited and it's pleasurable. The messaging to those two people are very different. At the end of the day, they're both going to buy a house. That real estate agent is going to make money on both of them. The core product remains the same, you got to think about that. So pain versus pleasure, when you're doing any of your marketing, you need to understand that you need to really grasp that you need to understand your audience. And you understand their "why.” You need to understand why they want that result. So that you can craft the message that's going to be relatable, they're going to feel like you understand them, they're going to have a connection with you. And then they're going to want to do whatever it is you tell them to do. And that is the next step in your journey of selling them. So you transition from in the survey to getting them to take an action. Guys hope this was helpful. Any questions? Fire away, I have a text chain if you want now 917-636-1998. If you're not subscribed, subscribe here, subscribe to my podcast. So you can get these episodes all the time when they come out. Subscribe to my YouTube channel. If you have a comment about what I'm talking about, talk to me. Respond, engage, ask me questions... Happy to help you. You want me to give you an example with your business, ask me a question. If there's somebody you think would get some value out of this share this. I really appreciate it, right? Anything you guys can do. I'm just trying to get my word out to the street, help people... That's all I want to do. today. I just want to get it out, push some content out, some good content help be around people hopefully meet you because I love being around people that love to talk about this stuff. Like-minded people, marketing, this is so much fun when you really get deep the psychology of it is so, so cool. With that said I appreciate you guys listening and I'm wishing you all the best. And until next time, I'm out. All right, take care. Bye-bye!
Would you like to learn how I built my business using other people's money? If so, go join my 21-day challenge at performancemarketersecrets.com. I look forward to meeting you and welcome you into my family. And remember, results don't lie, but the people who don't have any tier. Thanks for listening!