Breaking the Mold: Marketing Beyond Pain Points

I’m frustrated. Every time I go to promote our Great Traits Programs and Training, all the so-called experts tell me the same thing: "Find the pain points and speak to them." It’s like there’s some universal marketing playbook that demands we exploit people’s misery to sell anything. Well, count me out. That's not who I am, and it's not how I want our products and services to be presented.

First off, this obsession with pain is exhausting. Sure, everyone’s got something that bugs them—whether it’s the mountain of laundry that’s taken on a life of its own, or it's colleagues constantly undermining each other's efforts. But do we really need to harp on it? ?Must every ad sound like it's pitching the ultimate cure for a condition you didn’t even know you had until some marketer pointed it out?

Imagine if other areas of life took this approach. Picture this: you walk into a bakery, and instead of the delightful aroma of fresh bread and pastries, you’re greeted by a somber chef. "Hey there, struggling with your unfulfilled carb cravings? Life feeling a bit stale without the perfect croissant? Well, have I got a solution for you!" Suddenly, my love for bread feels like a medical condition rather than a perfectly normal appreciation for gluten-filled goodness.

Why can't we just aim to be better without the dramatic backstory of pain and suffering? Here’s a radical thought: not everyone who seeks improvement is a hot mess. Most people are already pretty awesome and just want to be a bit more awesome. They’re not staring out the window in existential dread, wishing for a savior. They’re already on a positive path and are looking for tools, inspiration, or just a little nudge to keep going.

Let’s take some business icons as examples. Steve Jobs didn’t walk onto the stage at Apple’s keynote presentations talking about how people were in agony because their gadgets weren’t cool enough. He didn’t prey on our existential dread about boring cell phones. Instead, he wowed us with a vision of what could be. He painted a picture of the future that was so compelling, we couldn’t help but want to be a part of it. The iPhone wasn’t marketed as the antidote to a painful life; it was the gateway to a better, more exciting one.

And what about Sir Richard Branson. He didn’t start Virgin Airlines by telling us how terrible our flying experiences were (even if they were). He promised us something better—a flying experience that was fun, luxurious, and just plain cool. He tapped into our desire for excitement and novelty, not our fear of cramped seats and bad food.

These leaders didn’t focus on pain. They focused on potential. They didn’t try to sell us band-aids for our bruised egos; they sold us dreams, excitement, and innovation. And it worked.

I want to attract those people—the Steve Jobses and Richard Bransons of the world. The ones who wake up in the morning and think, "Today’s great, but how can I make it even better?" They’re not in it for the sob story. They’re in it for the thrill of progress, the joy of learning, and the sheer fun of being just a little bit more amazing every day.

So, here’s my challenge to you:

Let's shift our focus from marketing our programs and services from pain points to simply aspiring to be better. Let's celebrate proactivity, positivity, and optimism. Join me in creating a space where the pursuit of improvement is about growth, excitement, and the quest for excellence.

Keep shining. Keep striving. Improvement isn't about fixing what's broken; it's about embracing our greatness and continuously aiming higher.

Let me know if you agree or disagree? Share your thoughts and this post so we can see what others think.