Man, the title of this post is a little negative, isn’t it?
Whenever we talk about “pain points” or “agitating the problem,” it’s a little weird—because most of us don’t want to blog about negative stuff all the time. We don’t want our ideal readers to be feeling bad or painful or problematic when they’re reading our blogs, do we?
But here’s the rub: problems sell.
You wouldn’t have a product or service if there wasn’t a problem it solved. Research shows that people are more likely to invest money to solve a problem they already have than to prevent a problem from forming. (Just look at health care!)
So we’ve got to talk about problems. And sometimes, we even have to convince our readers that they have a problem—and that it’s a problem worth solving.
Write a post that convinces readers that they have a (BIG) problem.
All good copywriting (read: blogging) starts with describing a problem.
But the problem I see with many of my clients is that they don’t get specific enough when they talk about the problem.
Let’s pretend we have a life coach, and her opt-in or blog post talks about “living the life you were meant to live” or “actualizing your true self”—or any number of other phrases that make complete and total sense to the life coach, but don’t mean a hill of beans to her reader.
Be honest: How many times have you sighed and thought, “Man, I really wish I could actualize my true self…”
I’m guessing never. (Unless you ARE a life coach…)
But what if her blog post started with something like: “Do you wake up on Monday morning already wishing it was Friday afternoon?” or “When was the last time you woke up in the morning feeling genuinely happy and enthused to start your day?”
Could you possibly relate to those a bit more? I bet you could.
Explain their problem to them.
If you have a really good idea of who your ideal reader is, then you should be able to deduce exactly what their specific problems might be.
Once you have the specific symptom (waking up wishing it were Friday, for example), you can really explain the problem to them.
You might be thinking, “They have the problem… Don’t they already understand it?”
And the answer is probably no, especially if it’s kind of a nebulous problem, like the kind coaching usually addresses.
So, you start to go into details. “You wake up Monday morning wishing it were Friday. Maybe you used to love your job, but recent changes have made it stressful. Or maybe you never loved this job in the first place. When you’re not feeling challenged or you’re not working to your true potential because you’re working on other stuff all the time, you may start to feel…”
And so on.
Finish with a solution.
You might finish this sort of post by explaining how to begin to fix this problem with a lower level solution, like “Talk to your boss about freeing up more time for you to work on projects you love…”
Or you might explain how your paid product or service can alleviate the problem.
Either way, this is a great desire-generating type of post to remind your readers why they need you in the first place.
Knowledge is power! So wield your power and tell me one take-away you got from this post in the comments below.