By: Lisa Manyon
For decades I’ve played with mission-driven entrepreneurs and business owners to craft magnetic marketing messages and reverse engineer their most powerful solutions into profitable revenue streams.
But, before we can get there, some foundational pieces need to be in place. This is where I encourage my clients to take a deep breath, question everything, break the trance, challenge the status quo and engage critical thinking.
And, most important, unlearn much of what they’ve learned in the marketing, advertising and copywriting and publicity arenas. Specifically, it’s time to stop poking at pain points and consider the energy of the words you’re using to represent your business.
Let’s Flip YOUR Script!
Up until now, or actually, until I pioneered a new way of doing things, the most common approach to creating marketing messages consisted of a identifying pain points, agitating pain points and then positioning products, services, or goods as the way to address or eliminate the paint points.
While it’s important to understand the problem, it is not necessary to agitate pain points to get results. In fact, you can paint a picture of possibility with PASSION points and move people towards pleasure and positive outcomes instead.
That’s where my values-based “Challenge. Solution. Invitation.™” communication framework comes into play. My easy to follow framework focuses on creating marketing messages with integrity by:
- Meeting people where they are with empathy and understanding to lead them to their desired outcome
- Offering your solution complete with case studies, testimonials, and social proof that what you have to offer is truly a solution that will make life better in some way (hint: you must very clear about your value-proposition in this step)
- Extending your invitation. Once you’ve provided all the information needed to make an informed decision to buy, you don’t have to sell (at least not in a pushy way
A New Spin on the 80/20 Rule
It takes some time to shift the way we craft our messages and realize that we can do business on our own terms with grace and ease. When you approach your marketing as a relationship building tool, you’ll experience better results. The most exciting part of this for me is seeing energetic blocks released so my clients can experience full energetic alignment on all levels.
It’s been said that 80% of the population move away from pain. This is why pain points can work. And, at the same time, I’ve found the pain point approach perpetuates buyer’s remorse, charge backs and returns. It’s also said that 20% of the population move towards pleasure. I’m more than happy to support those who want to be fully energetically aligned and paint a picture of possibility with passion points to make the world a better place. To learn more about passion points, read this post on the Write On Creative blog.
Lisa Manyon is The Business Marketing Architect and President of Write On Creative. She pioneered the simple 3-step “Challenge. Solution. Invitation.™” framework to create marketing messages with integrity by focusing on PASSION points instead of pain points. Lisa’s strategies help you reverse engineers your most powerful solutions into profitable revenue streams (known to produce million-dollar results). Her philosophies are featured in Inc. Magazine and multiple #1 Bestselling books including Wonder Women: How Western Women Will Save the World. Lisa received the People’s Choice Award at the California Women’s Conference and offers free business-building resources on her award-winning blog. www.writeoncreative.com