There are countless examples of products and services marketed without a sophisticated understanding of the specific pains they are supposed to eliminate.

Even with multi-million dollar advertising campaigns, they ultimately fail.

Though we cannot reduce the complex and mystical paradigms underlying every human decision, buying patterns are more predictable than generally believed.

The 'Old Brain' is Self-Centered.

Under the stress of making a purchasing decision, it plays a central role in controling the final decision. That's why you need to quickly identify the pain of your audience if you want to get immediate attention. How?

Learn to Answer the Following 4 Questions:

• What is the source of the pain?
• What is the intensity of the pain?
• What are the worst consequences for not eliminating the pain?
• Is the pain acknowledged?

Source of the pain: Identifying the source of the pain is like taking pulse at the right vein of a patient. It is the best way to assess the nature of the pain, therefore a first step toward making sure your product or service is designed to bring effective relief!

Intensity of the pain: Learn to diagnose whether the pain addressed by your solution is of high or low intensity early in your selling process. Or better, learn to detect and focus on the high intensity pains!

Worst consequences: Knowing the source of the pain helps qualify the tension driving the intent to buy, knowing the intensity helps measure the meaning of the tension, identifying the consequences validates whether or not your customer has powerful and compelling reasons to cure the pain.

Pain acknowledgement: It is a critical part of the Selling Process to make the customer acknowledge his/her pain. Think about the last time you went to see a doctor. Most likely, after answering questions related to your ailment, you were asked to confirm that the diagnostic made by the doctor was a correct assessment of the source of the pain.