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Watch the Journey

Are Your Dream Customers in Pain??? 😨


Let me ask you a question.

WHY do your customers buy from you?

What exactly is it that they want?

And I’m not talking about the features or shiny gadgets that your business offers — I’m talking about the internal DESIRE that drives them to buy from you.

Because if you don’t understand where that DESIRE comes from, you won’t be able to sell to them as well as you could! Once I realized this, it made a huge difference in my business and how I marketed to my audience.

Aristotle once said… “Where perception is, there also are pain and pleasure, and where these are, there, of necessity, is desire.”

All human desire is driven by one of two things: pain or pleasure. People are either trying to escape current pain. Or they’re trying to acquire some sort of pleasure.

For example, here are things people might say if they’re trying to AVOID PAIN…


  • I’m overweight and don’t feel comfortable in my clothes.
  • I don’t have energy and feel tired all the time.
  • I hate what I see when I look in the mirror.


  • I hate my job and want to fire my boss.
  • I have no money saved, and I’m scared I could lose my job.
  • Everyone around me makes more money than I do.


  • I’m in a bad relationship and don’t know how to get out.
  • I feel alone and want to feel what love feels like.
  • I feel awkward when I’m around people I don’t know.

Conversely, here’s what people might say if they’re trying to SEEK PLEASURE…


  • I want to get six-pack abs.
  • I want to be able to run a marathon.
  • I want to eat healthier so I can get more energy.


  • I want to buy my dream house or dream car.
  • I want to grow my company so I can have more impact.
  • I want to learn leadership so I can grow my team.


  • II want more passion in my relationships.
  • I want to spend more time with my spouse and kids.
  • I want to meet more people through networking.

Why is this important to understand?

If you know which direction your target market is moving, your sales pages, your ads, your emails… it’ll all be more effective at helping them get where they want to go — and you’ll be able to sell more!

Adjust your marketing assets to attract the right people to your offers; whether they’re seeking pleasure or avoiding pain… and your conversion rate will skyrocket. 🙂

Talk soon!

- Russell Brunson

P.S. If you want to learn more about this concept, snag my book Traffic Secrets (just pay S&H), where I dive into this in much more detail!


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