How to sell to a problem

🧠 Free Recall ❓ Quiz 🔍 Cues 🔮 Simulation 🥷 ShadowBox 📐 Encode Cards

Writing about your target audience’s problems...

Is a great way to show you understand them.

To write benefits you start with a feature...

And then ask yourself “which means” or “so what?” to find the benefits.

Example
A feature for a computer might be a 27” monitor.

Converted to a benefit:

"27" monitor which means it’s far easier on the eyes than smaller screens which means you can work for longer and without the risk of eyestrain.”

you can do exactly the same thing with problems.

Instead of features and benefits...

You have problems and pain points.

You ask yourself “which means” or “so what?”

In other words...

Think about why your prospect should care about the problem.

bland problem...

To a specific, emotional pain point.

And you can keep digging until you can’t go any further.

Plus each problem probably has multiple pain points.

So don’t just stop at the first one you think of.

Write copy that truly resonates with your prospects.

That paints a more accurate, and more painful, picture of their problem than they could themselves.

Which will lead to them believing you can help them.

Which will lead to more sales.

To write powerful problem copy:

• Start with the problem.
• Use “which means” or “so what?” to convert it into a paint point.
• Then keep digging to find deeper pain points.

Unstarred

Dunk (exclude from study)

Review Questions