Pain is bad

Posted by Dave CollinsDigital Marketing

I won’t name and shame, but I’ve just found a software solution that would make my life easier.

The company selling it, however, have forced me to jump through so many hoops before buying it that I’ve given up.

The mathematics are simple.

The benefits of using your product have to outweigh the pain involved in obtaining it.

But users are tricky individuals, and many refuse to conform to any of your norms. They have different needs.

Here’s an idea. Minimise the pain. Make it as quick and easy as possible for me to buy what you sell.

Don’t force me to register, don’t ask for my life history when I purchase, don’t confuse me, don’t make me question what I’m doing, and don’t upset me.

Here’s another idea. Build the sales process around the needs of your customers, not the needs of your company.

Less pain means more sales.

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anger and pain are not good for sales