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Todd Treharne
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Todd Treharne   My Press Releases

The Use of Pleasure and Pain in Marketing

Published on 5/20/2018
For additional information  Click Here

 

The Use of Pleasure and Pain in Marketing 

“Pain points” are a key way we get people to pay attention to us as marketers. But when was the last time you spent time or energy developing “pleasure points?”

Pain points serve a purpose. They allow us as product designers to focus on needs and opportunities. They allow us as marketers to grab a prospect’s attention. They allow us as leaders and visionaries to show we can empathize with our prospect’s current situation.

Pain points have often been used to manipulate or shame, yet they don’t have to be. And your marketing, sales, and product development will suffer if you don’t spend time identifying and communicating that you understand your customers’ pain points.

Pleasure points, on the other hand, are an underutilized reversal of the this old standby.

Sure, you see plenty of “Make More Money,” “20lbs Thinner,” and “More Inner Peace Now” sprinkled around. Though is this really painting the picture of pleasure that your prospects are looking for?

Pleasure points are a key way to get attention from your Most Valued Customers, especially in the You Economy, especially in a “saturated” market. Now we’re all in the You Economy and most of us are in saturated markets. So how do you pin down your customers’ most important pleasure points?

I often ask my clients, “What does that look like?” or “What does that mean for your customer?”

Photo

Pleasure points are all about painting the full picture of success.

When you’re 20lbs thinner, you might get to shop at a trendier store for clothes that are a new sizefor the new you. When you’ve got more inner peace, it might look like a cleaner house or a less frazzled and hectic schedule.

Though it’s also about searching for the deeper meaning of success. When you’re 20lbs thinner, you might be more inclined to rekindle the fire in your romance or go looking for romance in the first place. It might mean that you spend less time at the doctor’s and more time in the great outdoors.

Using core desires as metrics of success, we can use pleasure points to name those desires, paint a vivid picture of them, and dive further into what those desires mean for our prospects so that we can help them create the “success” they’re after through using our product or service.

The key here is specificity. You’re not aiming to paint a Rembrandt. You want to aim for something more like photorealism. You must get clear on your customers’ core desires, the unique circumstances those lead to, and what deeper meaning those circumstances hold for your customer.

One way to leverage pleasure in your marketing is to give the people in your community permission to experience full pleasure. It’s the secret to using marketing and business for good. It’s something I’ll be paying a lot more attention to going forward myself.

So, let’s hear it.  

Share your examples of pleasurable marketing so we can all see how it’s done. Plus, I’d love to hear how  you allow the way you speak to your market (apply your marketing) to bring more pleasure into the world (instead of injecting more pain?)

The Use of Pleasure and Pain in Marketing

Share with me what your thoughts on this are. What are you willing to do, TODAY< to step up and stand in your greatness? 

To Your Abundance and Prosperity!

Thank you for reading my posts! If you would like to connect, reach out to me on Facebook.

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~Todd Treharne ~

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