When it comes to their copy, a lot of people seem to have an issue with the concept of leading with the problem.
They think it comes off as “negative” or that you’re intentionally putting people down.
But the truth is we need to lead with the problem because that’s what motivates people to find a solution.
Our brains are hardwired to avoid risks at all costs (there have been no software updates in our brains for hundreds of thousands of years!) –– MEANING that in order to get a human being motivated enough to do something about a problem they have, you’ve got to show them what they’re risking.
And you do that by leading with the problem.
By agitating it. By rubbing salt into the wound.
Yes – there are times when leading with the desire can be as effective.
But even if you want to focus on the wants, the goals that your ideal client has, you’re still always going to have to bring up the problem.
Sorry! That’s just the way human decision-making, and the psychology of marketing works.
So don’t fight it. Lean into it. Learn how to do it in a way that still feels authentic to you.
In this week’s episode of Building Your Million Dollar Brand™, this is what I’m teaching you.
Join me for a conversation about your copy – what you need to include in it, what you CANNOT leave out, and how to make sure your copy is saying what it needs to say so that your ideal client or customer knows that your solution is for them.
Listen in to learn why leading with the problem is a non-negotiable if you want converting copy – and how you can make sure you’re always balancing out the ‘pain’ with a whole heap of pleasure
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The Copy Atelier is a boutique copywriting and marketing agency for business owners and CEOs that specializes in pairing conversion copywriting with high-impact strategy for maximum results. Based in Edinburgh, Scotland, and available worldwide.
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