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Testing Pain v Benefits

by hayfj2
11 replies
I'm testing 2 different videos today -

A - Is The Pain based one to press the emotional triggers

B - Is the Benefits one to instil desire

Curious as to which approach you think is more effective....

....pain (A) or benefits (B)? (They're both quite short).

Thanks


Fraser
#benefits #pain
  • Profile picture of the author shawnlebrun
    In my recent sales letters... I tend to get better conversion rates
    when I highlight the problems/pain points first and THEN almost
    immediately hit on the solution/benefits.

    But to answer your question... I'd have to say that more people
    are motivated to STAY away from pain... more so than seek out
    pleasure.

    Fear of loss is a bigger motivator than the chance for gain.

    For example, let's say you want to buy a boat.

    So, you keep seeing some sales in the newspaper with boats that
    are half-priced.

    Will that get you down to the store?

    Who knows.

    But say you have a boat and you're woken up one night by the
    sound of someone hooking up YOUR boat to THEIR truck and you don't
    know who these people are.

    Well, the fact you're about to lose that boat will motivate you to
    go out quicker than a sale would motivate you to buy a boat.

    Just my thoughts... but I think pain points/problems are a great
    motivating factor, if you can show the reader you can get them
    out of those problems.
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    • Profile picture of the author misterme
      Originally Posted by shawnlebrun View Post

      I'd have to say that more people
      are motivated to STAY away from pain... more so than seek out
      pleasure.

      Fear of loss is a bigger motivator than the chance for gain.
      That seems to be the conventional wisdom. And it's certainly borne out in that cures (to reverse loss) sell better than prevention (potential gain).

      IAmNameless recently contributed the interesting thought that he believes hope is a better motivator than fear (the hope of being cured and living is more motivational than the fear of death, maybe?)

      I think what works best will be something in alignment with the targeted market customer's mind regarding if it's a positive or a negative to them. I think that fits the model more of entering the conversation in their mind. Let me explain.

      If it's the vacation travel business for example, desire for an ideal relaxing fun filled getaway such as "Enjoy 7 Nights in Absolute Paradise" (a positive) may be more in harmony with that market's mind set and therefore more compelling than a fear based marketing approach of "Don't let your dream vacation be ruined by this" (a negative) Whereas if it's about exterminating roaches, "Don't let cockroaches fill your home with disease" (a negative) may be more effective than "Imagine your home free of disease carrying roaches" (a positive).
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      • Profile picture of the author Assetus
        Originally Posted by misterme View Post


        If it's the vacation travel business for example, desire for an ideal relaxing fun filled getaway such as "Enjoy 7 Nights in Absolute Paradise" (a positive) may be more in harmony with that market's mind set and therefore more compelling than a fear based marketing approach of "Don't let your dream vacation be ruined by this" (a negative) Whereas if it's about exterminating roaches, "Don't let cockroaches fill your home with disease" (a negative) may be more effective than "Imagine your home free of disease carrying roaches" (a positive).
        In the holiday example I think the "pain" you'd want to focus on is the prospect working long hours in perhaps a very boring job, then seeing their friend's holiday photos on Facebook-resulting in the thought of "why can't I have that" or "I deserve that too"

        Or in the winter in colder climates there is the whole cabin fever notion and related stress on relationships, even potential for break ups. That's a huge motivator and if the holiday is positioned as saving/helping a relationship it basically sells itself.
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  • Profile picture of the author hayfj2
    Its funny tho, some people don't like getting reminded on what their problems and issues currently are or how bad their existing circumstances are...

    ...they are motivated by the things they want or would like....

    ...and yet many still don't do whats necessary to change or break the cycle...

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    • Profile picture of the author Ron Lafuddy
      "they are motivated by the things they want or would like...."

      And that is why the customer's Ego can play such a big role when you are selling.

      Works particularly well with small business owners.
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  • Profile picture of the author ewenmack
    Originally Posted by hayfj2 View Post

    I'm testing 2 different videos today -

    A - Is The Pain based one to press the emotional triggers

    B - Is the Benefits one to instil desire

    Curious as to which approach you think is more effective....

    ....pain (A) or benefits (B)? (They're both quite short).

    Thanks

    Fraser
    Fraser, it will depend on your audiences agreement or not they have the pain.

    If not, then bringing it up and you've lost them.

    The answer lies in your viewers existing beliefs.

    Best,
    Ewen
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  • Profile picture of the author Katee
    I believe that "hope" will motivate more than "fear." However:

    Fraser, it will depend on your audiences agreement or not they have the pain.
    If not, then bringing it up and you've lost them.
    The answer lies in your viewers existing beliefs.
    Best,
    Ewen

    That being said, your "Pain" video, brought me down (depressing). May I suggest an up beat woman's voice for the "benefit" video?
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  • Profile picture of the author Adrian John
    Why don't you do a split testing? It's the best way you can figure out which one works better. I recommend it as you can only trust your results.
    Sometime hope works better than benefits or otherwise
    Also, what I would recommend it's to get an professional radio voice-over from fiverr.
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  • Profile picture of the author qu4rk
    My firm belief is that fear will motivate farther, quicker, faster & longer than hope/greed. But, that's just my 2 cents worth. Perfect example is, if I am selling life preservers, people would tell me to buzz off all day. However, if you put me on the Titanic selling life preservers, I could amass a very large fortune in a matter of seconds. Hell, people would even sell me their wive's on the spot.

    But for practical purposes, the best thing to do when selling or marketing is to hit both the fear & greed/hope buttons. Hope does sell, but not like fear.
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  • Profile picture of the author JohnJMJKEnterprises
    I think the best way is by building pain from the beginning but then coming in as their savior showing them they are the person they need to talk to to solve their problems.

    Pain statements worded properly are always your easy foot in the door strategy. Pain gets through the gatekeeper, as long as you are not insulting.
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