Use Copywriting to Make Your Audience Anxious

Writing to your target audience is crucial for writing effective copy. You love your target audience! But sometimes…it’s also wildly effective to make ’em squirm a little. What am I talking about? Read on…

Today’s question comes from Asha H. who asks, “I understand that I have to convey the benefits of a product when I write about it, but is there anything I can do to make that benefit more powerful?”

It’s true that the number one (and utterly essential) element in effective copy is the benefit to consumer. What are they going to get out of making the purchase? What’s in it for them?

But, in certain scenarios, you can use a more advanced technique to make that benefit even more powerful by contrasting it with what it’s like without it. Basically, you’re going to try to make your target audience deeply uncomfortable.

Now wait, before you think I’ve lost my mind, let me explain.

Remember that the things you’re writing copy for are, at base, solutions to problems that people have. For example, a minivan with automatic doors is a solution for busy parents juggling multiple kids. Those problems that people have are called pain points. And that’s what you’re going to dig into.

Pain points are the specific frustrations, or even miseries, in your target audiences’ lives before they discover the solution. So, for example, the pain point for the busy parents might be dropping groceries or, much worse, running the risk of slamming tiny fingers in the door as they try to close the big, heavy doors of most minivans.

Can you imagine the impact of an ad that alludes to the chance of closing one’s child’s hand in a door—and then presenting a safer, easier alternative?

Even dropping groceries, spilling things and all of the other annoyances of fumbling to close those doors is impactful. Even if it seems to be a relatively small pain point, it can have a major impact if it really resonates with your target audience.

To find your audiences’ pain points, you need to really step into their shoes. What are their lives like? What things annoy them or hurt them or make them angry regarding the situation or problem that your product solves? Be specific. Make sure the pain point comes alive for you, so that you can make it come alive for your audience.

Now remember, of course, as with anything in effective copywriting, you’re not tricking someone into buying by identifying their pain point. All you’re doing is bringing it to front of mind. You want someone to read your ad and be reminded that, “Oh yeah, I really do hate that!” so that the benefit is that much stronger for them.

You want to remind your target audience of their pain point to help them understand how much better life is going to be with your product and without those frustrations.

In some situations, making your audience uncomfortable is just what they need to help them find the way out of the discomfort.

Your turn! Have you seen any effective “pain points” ads? What made them effective? Let us know in the comments below!