If you had a migraine and you wanted relief right now, what would you buy?
If you had a broken arm, where would you go?
If you were starving, what would you do?
If you had a migraine you might buy tylenol or an aspirin, if you had a broken arm you would most likely rush to the hospital, and if you were starving you would make or order food.
Why?
Because you want to relieve the pain or discomfort you are in and you want to do it now.
You first thought would not be to go out and purchase vitamins so that you could be “healthier” in the future or because it’s something you ought to do.
Your first thought would be on getting out of the current pain that you are in… that is what you really want.
That’s the state of mind most prospects are in when looking for a solution to their problem.
However, many quality info-products that would be great at relieving people of their pain are being positioned as “vitamins” therefore not making as many sales as they could.
The prospect reads your sales page or offer and doesn’t feel like it’s exactly what they need at this moment so they decide not to purchase.
This can result in poor conversions on cold traffic…
Inefficient use of advertising investment…
And in some cases could cause you to prematurely pivot to a different or new project when the one you have (the one you’ve already spent hundreds of hours developing) would do just fine if you adjusted the way you present it to the marketplace.
Remember: People are highly motivated to stop something that is currently hurting them before thinking about how to improve their situation in the future.
If you tap into that existing desire and present your info-product as a “painkiller” (assuming that your product — when used — will actually reduce or eliminate your prospect’s pain or discomfort whether physical or emotional), you’ll naturally increase your conversions, your advertising investment will go further, and you’ll be helping a lot more people than you currently are.
And…
If your product is currently just information to educate or entertain someone and does not actually help your prospects get out pain or discomfort, then you might consider adjusting the content of your product so that it does do that.
Note: This in no way means I’m suggesting you sell your product as a “magic pill” since those do not exist. Instead, it’s about focusing on the benefits that your prospect truly wants and cares about right now (i.e. getting out of X pain or discomfort) and communicating that your product can help them do that.
– Eddys Velasquez
P.S. I’ll be sharing more about this and other topics soon. If you don’t want to miss upcoming installments, click here to join the list.