Pain Makes The Heart Grow Fonder

My five year old is just that.

A five year old.

When he was about three, he started to test his boundaries. Getting into things he knew he wasn’t supposed to, mouthing off when he didn’t get his way, throwing tantrums.

The fun stuff most parents gets to experience.

And here’s the thing…

He didn’t know any other way.

He hadn’t learned reasoning, social etiquette, and all those fun capacities we acquire over the years. So when he’s asked to do something and he fights back, we found a new method to get him to listen.

We take away his toys.

And the more we’ve done it, the better his behavior has become. Because while he can’t be reasoned with or politely asked to do something, he fully understands the concept of avoiding pain.

When a customer first comes into contact with you or your product, those “pain avoiders” are still very much alive.

That’s why scarcity-based techniques work so well. If your product or service can help them solve a problem, that’s their toy. It’s something that makes them feel good. Take that away and they’re left with the same pain of not having the solution.

Too many business owners are worried about sounding disingenuous or too “sales-y”. I get it. But if you’ve got a product or service that can actually help them, it’s like a new toy that can bring them happiness and help them avoid the pain.


If you provide a solution to their pain, you’ll never be too sales-y. In fact, by not giving them the option to buy, you’re depriving them of a solution they’ll gladly pay for.

So when you’re selling your product, really dig in to the pain. The pain they’ll endure if they don’t act now. How much easier life could be without their problem. What life could be like when their product is finally solved.

Is this a fix for a bad product? Nah.

Will it boost sales for a great product? You bet.

    Brice Woodard