Successful sales messaging starts with feeling your customer's pain, not just naming their problem. Convert "the bathroom is ugly" into "embarrassed having people over," then promise relief. This emotional narrative drives purchases better than features ever will.
we want to make sure that we're expressing to our customers is we feel your pain. That's really what it comes down to, is you have to feel their pain, let them know you can empathize with that pain, and then get rid of their pain right now. I call it connecting to them emotionally. You have to turn those thoughts into feelings. Yes, you can recognize your bathroom's ugly. Okay. And that's easy to say. But when you use the word embarrassed, uncomfortable having people over, embarrassed to have guests, when you're using those words, You're really digging into who they are.
