They’ve lied to you.
Whoever told you that pain is a bad thing, has lied to you by default.
From the moment you and I’ve been put in this world, we’ve all been told to strive for pleasure.
Be it a job, a relationship or taking a piss – everything is supposed to be painless.
But somewhere along the line, some of us grew up to realize that pain was, is and will be a constant throughout our lives.
All good.
But what we’ve been never taught from our childhood is to embrace and ‘like’ pain.
And when you learn how to use to this simple fact to your advantage, things get better.
I, as a copywriter, have some practice in utilizing this fact to good effect.
So, listen up carefully.
Today’s advertisements are filled with promise-based positive messaging so much that consumers are fatiguing emotionally.
I’m not saying always talk about pain.
But once in a while, it doesn’t hurt.
I hate explaining complex stuff on a blog post. So I’ll shortcut your learning with easy examples.
Example #1:
Talking to a fat guy about getting a six pack with your nutrition supplement < talking to a fat guy about getting a six pack with your nutrition supplement or the prospect of his girlfriend leaving for another guy who takes good care of his health.
Example #2:
Talking to your boss about how much of a perfectionist you are < talking to your boss about how much ‘pain’ he’ll be in if you get fired (in good hopes that you weren’t a slacker earlier).
Example #3:
Talking to your dog about how good dogs behave well when visitors are at home < talking to your dog about how he will be called a bad dog for the rest of his life in case he behaves bad in front of the guests.
I understand the levels to the type of ‘pain’ you use varies depending on the context.
But it does add a bit of intensity.
Watching David Goggins videos to psych you up before a running session < watching the Nike ad where a fat guy just runs (more like wobbles down the road) until the very end.
Talk to people about their pain and take a real interest in helping them solve the problem that’s causing them that pain.
They’ll thank you for it and you will ‘connect’ better with them.
Lesson: Pain is powerful. Both in copywriting and real life.
Make it your friend and use it to your advantage.
Note- In the fourth line of this blog: Taking a piss should be painless, you knew I was just being sarcastic, right?
Talking about sarcasm, happy Monday.
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