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Copywriting Pain Points And Therapy

Sally Ormond
Expert Author
Published: 2011-12-28

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Now, tell me where it hurts? OK, so I'm not a doctor - actually, with my chronic needle and hospital phobia that was never going to be a career suited to me.

But, as a copywriter, I can use my skills and experience to help your customers overcome their difficulties in life by convincing them your product or service is the panacea they've been looking for.

Finding their pain point and lancing it (urgh, that's just conjured up an awful mental image) is all it takes to get a sale.

It doesn't matter whether you're writing for a B2B or B2C market, businesses and consumers all have problems they want solving.

Pain equals motivation

It's true, pain is a great motivator. After all, if you burn your hand on an iron, you'll be swiftly motivated to remove your hand to stop the physical pain you're feeling.

It's the same in sales. Let's take the business market as an example. There are all sorts of pain points here:

• Inadvertently breaking rules

• Being rejected

• Having your secrets stolen by a disgruntled employee

• Losing money

Businesses want to stop these things from happening, therefore they are strong motivators.

Getting the balance right

If your copy over states or concentrates too much on these pain points, you're going to depress your reader and they'll probably just go and find a dark corner to hide in.

But if you get the balance right, they'll snap your hand off because they know you're the ‘special one' they've been looking for; you're the one that's going to make everything OK.


A great way to start is with a headline like…

Have you ever wished that….

This is a gentle lead in and shows them that you understand the problem (pain point) they are experiencing. This empathy will show that you're a company that cares and one that wants to help.

Then, as you get into the real meat of your copy, you can continue with…

Well, now you can with our …..

So within a few seconds you've not only shown you understand their issues by highlighting the problem they're facing, you've also immediately shown how you can make that problem disappear.

That's pretty powerful stuff.

Over to you

Identifying the pain is half the battle. How have you managed that in the past?



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About the Author:
Sally Ormond is a UK based freelance copywriter (and SEO Copywriting specialist) who works with businesses of all sizes and industries to create eye-catching, persuasive copy. But her writing doesn’t stop there - also a self-confessed Twitter addict (@sallyormond) and blogger, she offers a wide range of useful articles about copywriting, marketing and social media in business on her blog, Freelance Copywriter’s Blog.

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