Marketing From The Heart: Issue # 27

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Marketing From The Heart: Issue # 27
Copyright © Zerald Communications Corporation 2002
http://www.zerald.com
All Rights Reserved.

By Tom St. Louis - Canada’s Marketing Wizard

October 18, 2002
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Using Pain to Build Profit: Part II

Dear Subscriber:

Marketing From The Heart
Issue no.27, Part II

My job today is to convince you that pain is your best
friend and to show you that making a commitment to
understand your prospect's pain -- and to master it –
is not cold, calculating and cruel -- but is actually
the very best way to motivate people, and to
contribute to them at the deepest and most meaningful
level.

Do you remember the story of the farmer and the dog
from the last Marketing From the Heart?

The only reason the dog continued to sit on the nail
was that he was not in enough pain to take action.
Until and unless the pain became intense enough, the
dog would sit there yowling indefinitely. Isn't that
the human condition in a nutshell?

If you think about all the nails you are currently
sitting on and look honestly at your own motivation
you’ll discover that it's not because of some new
good that we make major changes in our
lives.

On the contrary, it is usually because we are fed up
and can't stand it anymore. It is only when we are
afraid of losing something or trying to avoid
something or wanting to stop something that we make
a major change.

Just yesterday I called Dell and ordered a new
computer. Was it because I was motivated by the new
doodads I would now get to play with? NO, although
the doodads are certainly attractive. In fact, there
are dozens of things I really, really want and can
afford but have not bought, including software
programs, hardware and other services.

No, the reason I ordered the new computer was that
I simply could not stand any longer the PAIN of my
Mac laptop being incompatible with everyone I do
business with. I simply couldn’t stand it any more.
And, once the pain got me off the nail, suddenly
the many and wonderful benefits seemed totally
irresistible. But the pain was the key to getting
me off the nail.

So let's talk about the power of pain and what it
can do for you.

But first, let me ask you this: are there any
opportunities you’ve had in your life with prospects
or potential customers or that never came through?
Think of that for a second.

Now, are there any people you wanted to get involved
in a project but you couldn't convince them? Did that
cost you something? Is there something in your life
that you missed out on because of that?

Think about that for a second.

Was there ever a situation in which you had to convey
a message to get people to take action and were
unable to motivate them? How would your life be now
if they had taken action? Would you be richer now?
More fulfilled?

Now let's take it to a bottom line business level.
What is your closing ratio? Is it as high as you
would like it to be? What is your biggest product or
service? Are you able to get prospects to commit to
your biggest offering consistently? What if you
could get twice as many people to buy that product
or service; what would that mean for you and
for the people you are trying to serve?

What has it cost you NOT to be able to get others to
take action, action, which would most definitely be
in their best interest?

You see, the missing element was PAIN!

All those people in your life that you were not able
to get to take action missed out on a big opportunity.
But YOU are responsible. As a marketer and seller of
a product or service, you were unable to get them
off the nail. The most likely reason is that you
did not get them to see what it would cost them NOT
to take action. In a word, you did not put them
in enough pain. And left to their own devices, any
person would rather defer a decision to the future.

They are content to keep sitting on the nail.

Because you were playing the nice guy or didn't know
how to motivate others -- which is just another way
of saying you didn't know how to create enough pain --
they didn't take action.

Look how much it has cost you.

All the customers you have lost, all the contributions
you were not able to make and all the profits that you
were not able to bank. All because you were
overlooking the Master Key to human motivation. This
is what it has cost you
not to be a Master of Pain.

Next issue we will discuss two ways to create, deepen
and orchestrate your prospect’s pain.

Tom St. Louis

P.S. Look for an interview with Tom St. Louis in the
November issue of Profit Magazine – the Canadian
Answer to Forbes and Fortune.

P.P.S. If this issue of Marketing From The Heart has
been inspiring, useful or thought-provoking, please
take a moment and forward it to your friends and
associates.

P.P.P.S. If you have a particular marketing challenge
or question, feel free to forward it to
questions@zerald.com. Your question may be featured
in an upcoming issue.

Go to issue #28

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