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Let's talk about something incredibly important yet frequently overlooked by many budding entrepreneurs. Something that can genuinely transform your sales and marketing game:
People don’t buy your products or services. They buy the results and transformations your offerings bring into their lives.
Take a moment to think about that this insight alone can completely shift how you approach your business.
The Pain You're Probably Experiencing as a Founder 🤯
If you're new to the founder journey, you're probably experiencing frustrations like:
- Wondering why your product isn't selling despite highlighting impressive features.
- Feeling stuck because your industry experience and qualifications don't seem to impress customers.
- Being puzzled why your logical advantages over competitors don't convert into sales.
Here's the thing, customers usually don't decide to buy based purely on logic or facts. They're driven by emotions first, and only afterward do they use logic to justify their decision. Realizing this can hugely simplify and improve your approach.
The Real Reasons Behind Customer Decisions
Every purchase is influenced by two strong emotional forces:
Running Away from Pain:
Often, customers make purchases to escape from difficult or stressful situations. Common struggles first-time founders might recognize in their audience are:
- Feeling overwhelmed and stuck without clear progress.
- Frustration from repeatedly trying ineffective strategies.
- Anxiety about missing opportunities and falling behind.
Example:
“I'm so frustrated with spending money on marketing that just doesn't deliver results, I need a clear, effective strategy right now.”
Your messaging needs to reassure your customers clearly and confidently that your solution can help them leave these problems behind.
Running Toward Pleasure:
Customers also buy because they imagine a better, brighter future. Typical aspirations that resonate strongly with first-time founders include:
- Creating financial stability and sustainable growth.
- Achieving success and gaining recognition.
- Feeling confident, clear, and in control of their business.
Example:
“I want to build a business that attracts clients effortlessly and gives me the freedom to do what I love.”
Your marketing should clearly and vividly portray this exciting and achievable future.
The Friendly Way to Emotional Selling
Selling with emotion isn't about manipulating, it's about genuinely connecting with and understanding your audience. Change your mindset from asking:
- “How do I convince someone to buy?”
to asking:
- “What painful experiences are my customers desperate to escape?”
- “What exciting dreams feel just out of their reach?”
When your customers feel truly understood and emotionally connected, they'll naturally become loyal supporters.
Quick Tip ⚡️: Start With Pain
Urgency comes from immediate pain, not distant dreams. Immediate discomfort pushes customers to act quickly and decisively. Think of it like this:
- You might skip routine checkups but rush to the doctor when you have an intense toothache.
Make sure your messaging starts by clearly addressing urgent pain and then smoothly transitions into how your solution offers relief and a brighter future.
Creating Your Compelling Message
Here's a straightforward formula you can use immediately:
- Clearly acknowledge your customers’ pain.
- Vividly illustrate how your product or service creates their desired outcome.
Example:
- Pain: "Are you tired of endless marketing tactics that drain your wallet and your energy without bringing in clients?"
- Pleasure: "Imagine a world where your ideal clients find you effortlessly, and your business thrives stress-free, that's exactly what we help you achieve."
📌 Grab Your Free Worksheet!
To make things super easy for you, we’ve created a free worksheet that guides you step-by-step in understanding your customers’ emotional drivers.
Mini Worksheet: Mapping Customer Motivation
Final Thoughts
Remember, as a first-time founder, you're not just selling a product or service you're offering a meaningful transformation. Understanding and addressing your customers' emotional needs authentically will not only attract more sales but also build trust and lasting relationships.
