Jan '25 • General discussion
The right present pain…
Reading through Make EmBeg to Buy again and just had an insight - maybe it just wasn’t obvious to me, but something just clicked.
In the example where Travis discovered fax advertising, I started thinking perhaps people confuse the plan with the present pain.
We could easily come to the conclusion that the restaurant owners present pain is that none of their advertising is profitable and just plain sucks.
And in my opinion, it is a present pain. Just not the right one.
I bet that’s causing them some frustration.
But no one wants to buy advertising, right?
And by focusing on these pain points, you’re just focusing on the pain points for something that they don’t want anyway.
This is why I think people miss the mark.
Because a lot of this stuff overlaps.
But…
That’s also the current plan. Radio ads. Newspaper ads e.t.c
The insight I had from this is that we can’t assume that people even know what their current plan is. More importantly, we need to focus on the right present pain.
They know that their advertising ain’t profitable.
But the reason for them advertising in the first place was to get more carry out orders.
That was the real present pain - not hearing the bell ring. It was the symptom that the current plan failed to address.
The plan is just a mechanism.
We need to focus on the right pain points.
Not sure if I’m on the mark here or not.
Thoughts?
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The right present pain…
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