True or False: "PAIN POINT CONTENT IS OUT - It only attracts victim-mentality buyers” 🥵

PAIN or NO PAIN… That is the question. 

I always find it fascinating to read through people’s opinions about Content Strategy – because THERE ARE A LOT OF OPINIONS out there.

This year we’ve seen people go from:
… “you need pain point content” in your strategy to bring in clients
… to “pain point content only attracts negative people that you don’t want to serve”. 

🤷‍♀️🤷‍♀️🤷‍♀️

BUT – let me tell you what I believe, from a content strategist specializing in buyer behavior.

Do you Know WHY "Pain Point Content" — or let's use the more accurate word — "Problem Awareness"-content works?

→ The answer goes back to HOW OUR BRAIN WORKS when making a buying decision. 

Loss 📉 VS Gain 🏆 

There have been lots of studies on LOSS VS GAIN Motivation and loss aversion.

Because if there's one thing our brain wants;

= IS TO REDUCE RISK, to be comfortable, to NOT take risks at all actually

—- this naturally goes back to evolution, you had to be safe to survive.

PAIN is a 2x Bigger EMOTION than PLEASURE (!)

One study found:

… When people find 20$ on the ground, they feel pleasure.

BUT,

… When people lose 20$, they feel the loss with an emotion that’s 2x more powerful than that of pleasure!

Photo cred: Decision Lab 

→ And 95% of purchasing decisions are EMOTIONAL-DRIVEN.

BUT — does that mean we should feed into the "negativity"?

— NO, it means we should ADDRESS it and SHOW WHAT's POSSIBLE from it.

There's a difference between:

❌ Bad Messaging: 

"Hey you struggling soul! Here are the 5 things you always do wrong in your life"

✔️ Good Messaging: 

"Hey coach, have you ever felt like you show up every day in your business – you post regularly, you market and sell, you put on ALL the different hats in your business – but still, you're not seeing the evidence, and results of WHAT YOU KNOW you can get from this? What you know you’re MEANT to achieve and impact the world with. Here are 5 Changes you can implement this month.”

→ It's ALWAYS about the delivery (your message).