How Smart Marketers Turn Pain Into (Mutual) Gain
It was the worst of times, it was the best of times.
A tale of two doctors.
The first doctor was an orthopedist who “diagnosed” the pain in my forearm by telling me what it wasn’t.
I thought I might have a pinched nerve in my shoulder.
“No, you’re wrong,” she said. (She pulled that line from her favorite medical text, “Bedside Manner is for Losers.”)
She told me she couldn’t diagnose further without an MRI…
…which she refused to authorize.
Instead, she prescribed some pain pills and said, “If the pills don’t work, maybe we do the MRI. Or we can test to see if it’s neurological.”
Test to see if it’s neurological!?
What the funk does that mean?
I’m no expert, but when I hear “test” and “neurological” from a doctor, I think Parkinson’s or ALS.
So now I had a sore arm AND worrry-worms were burrowing in my brain. (Thanks for nothing, Doctor)
Two weeks later, I visited the second doctor (my regular doc) for a year-end checkup.
I told him about my symptoms. He ran some simple strength tests and delivered the diagnosis.
Doc:
“You have tennis elbow.”
Tom:
“I do? I haven’t played tennis in years.”
Doc:
“Yeah. That’s just what they call it. The tendons in your elbow are strained. Lots of ways that might happen. Rest and over-the-counter pain relievers should take care of it. But it will take a few months.”
I smiled. A real diagnosis! A course of action!
What a RELIEF!
Everyone has aches and pains — including your clients and prospects.
Smart marketers (who offer honest solutions) talk about their prospects’ pain.
Smart marketers meet prospects where they are.
They empathize. They diagnose. And they offer products and services to relieve the pain.
Smarter-than-most marketer Daniel Throssell puts it this way in his Email Marketing Compendium (highly recommended):
“There is inherent hope when someone nails our exact pain points in an email, just like there is a sense of hope when the ER doctor diagnoses your exact symptoms — because it means they can help!”
Nail prospects’ pain…
…reveal how you can help…
…give them hope…
…and they’ll hire you.
Smart.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics to Transform Your Content from Ignored to Adored.
2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.
4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.
Want to get great content like this...
...delivered straight to your inbox?
Join our email list...
Post Categories
Previous Post
Next Post
