4. Problems + PAIN = Profit

Pain motivates. Period. This chapter introduces a simple little equation originally coined by Christine Comaford, author of Rules for Renegades. And it’s so true. There are lots of problems in the world but many of them remain unattended to because people aren’t motivated to solve it – or spend MONEY on it. Meanwhile, other problems – the ones that come with PAIN – are addressed immediately. Bottom line; your product or service needs to do more than simply solve a problem. It needs to absolve PAIN. If the problem creates real pain for the people who have it, you’ve got a real shot. But without the pain, you’ve got nothing. So what PAIN does your product or service alleviate? Focus all of your marketing on that.

Here is a brief video I recorded about this chapter:


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