Growth Newsletter #216

New marketers focus on features.

Intermediate marketers focus on the benefits/outcomes.

Advanced marketers focus on both the problem AND the solution.

To make someone truly care about your solution, they need to acutely and intensely feel the pain of the problem first.

Here’s why.

There are two psychological tendencies from Daniel Kahnemann and Amos Taversky called:

1. “All you see is all there is.”

Our brains neglect details that aren’t currently in front of us.

2. “Nothing is as important as when you’re thinking about it.”

When the problem isn’t staring you in the face, you suck at remembering how painful it is.

When the problem is finally staring you in the face, it seems like there’s nothing as important as solving it.

Before talking about what you sell, get them into a state of mind excited to listen.

Here’s a simple framework from Dickie Bush and Nicolas Cole at *Write With AI.*

The Problem Formula

We have to educate them on four things:

1. Specific Problem: If you can perfectly articulate someone’s problem, they will trust you can solve it.
2. Reason Why: Reinforce this trust by explaining WHY the problem occurs.
3. Consequence of Problem: Twist the knife and make them acutely feel the pain of the problem.
4. Ultimate Negative Outcome: What’s the ultimate cost of inaction? This makes the cost they need to pay seem worth it.

Here's the example Write With AI gives:

You want people’s brains to be dominated with “Okay, but how can I solve it?”

Now, let's move on to the second half of the formula.

The Solution Formula

Now that they’re acutely feeling the pain tell them how to relieve it.

1. Specific Solution
2. Reason Why
3. Benefits of Solution
4. Ultimate Positive Outcome

And to continue their example:

Don't shill your product/services hard.

This is a soft sell.

The goal is to build and preserve their trust.

Just talk about the problem and the solution without shoving your product down their throat.

They’ll get the idea that you’re the one who can help solve it.

The Ultimate Irresistible Offer Formula

Here’s the script; use it like mad libs.

1. Most {Specific Audience} struggle with {Specific Problem}.
2. The reason is because {Specific, Tangible Reason Why}.
3. When this happens, {Specific Consequence Of Problem}.
4. Until all of a sudden, {Ultimate Negative Outcome}.
5. What I/we do is I/we specialize in {Specific Service} to {Specific Desirable Outcome}.
6. The reason why I/we recommend {Specific Service} is because it’s the single most effective way to {Solve Specific Problem}.
7. And the benefit of {Solving Specific Problem} is {Specific Benefits}.
8. All of which allow you to {Ultimate Positive Outcome}.

Fill in all the blanks (or change the script, but follow the 8 steps).

If you’re having trouble with any of them, use ChatGPT or Claude.

Their article has a Claude prompt at the end if you activate a free 7-day trial for their Substack. If that intrigues you deeply, I’d suggest grabbing it and canceling the trial (unless you really want it)

Then refine and edit. 

Then you can turn it into LPs, emails, videos, ads, etc.