December 27

A Foolproof Method to Increase Sales: Poking the Bruise

Hey there! I’m Alyson Lex, a copy expert who has helped countless businesses achieve greater success with killer sales copy. Today, I want to share with you a powerful technique that I like to call “poking the bruise.” Now, stay with me—a lot of people might not be a fan of that term, preferring to refer to it as “exploring the pain caused by the problem.” But hey, “poking the bruise” just resonates with me, so let’s roll with it. 

In this blog post, I’ll explain how this technique can help you connect with your prospects, agitate their pain points, and ultimately drive more sales.

1. Understanding the Concept of Poking the Bruise:

Think back to the time you had a nasty bruise. Ouch! It hurt so bad, and you thought the pain would never go away. But as time went on, the pain subsided, and you almost forgot about it. However, whenever you accidentally brushed against the bruise, it felt as if the pain had just happened. Similar to this physical experience, prospects often have passive pain points—they’re so used to the discomfort that it becomes their new normal. Your job as a copywriter is to remind them of their pain, to activate it, and make them aware of the need for a solution.

2. The Importance of Activating Pain Points:

Now, some businesses, like plumbers, thrive on addressing immediate crises. When your basement is flooding, you don’t procrastinate—you need a plumber right away. However, for many of us, our businesses don’t operate in constant crisis mode. In such cases, you must create urgency by “poking the bruise” and highlighting the potential consequences of inaction. Show your prospects that there’s a hidden bruise—perhaps one they didn’t even notice—and that it’s imperative to address it now.

3. The Practical Application:

To effectively implement the “poking the bruise” technique, follow these steps:

  1. Grab Attention:

Begin your sales copy with a compelling headline or promise that captures your prospect’s interest. Make it irresistible and impossible to ignore. This sets the stage for what’s to come.

  1. Remind and Empathize:

Now, it’s time to activate the pain point. Remind your prospect of the discomfort they’re experiencing, and show empathy for their situation. Let them know you understand their pain and frustrations.

  1. Future Casting:

Take it a step further by using future casting. Paint a vivid picture of what their life will look like if their problem remains unsolved. Show them the negative impact it will have and create a sense of urgency around finding a solution.

  1. Highlight Inadequate Solutions:

Next, explain why their current strategies or solutions won’t effectively address their pain point. This step is crucial in positioning your offering as the superior solution.

  1. Introduce the Solution:

Finally, present your product or service as the answer to their problem. Demonstrate how your solution will alleviate their pain and improve their lives. Show them a path to healing and growth.

In conclusion, “poking the bruise” may sound a little harsh, but it’s an essential technique for copywriters aiming to increase sales. By activating your prospect’s pain points and reminding them of their challenges, you can grab their attention, create urgency, and position yourself as the perfect problem solver. Remember, it’s not about hurting your prospects; it’s about helping them recognize the pain they’re already experiencing and guiding them towards a solution.

If you’re ready to take your sales copy to the next level, I encourage you to visit my website, as a copy expert, I’m here to support you in achieving greater success through persuasive and compelling messaging. So, what are you waiting for? Let’s unleash the power of “poking the bruise” and watch your sales soar!

Do you have any words of wisdom to share, or do you profoundly disagree with something I said and want to let me know? I’m all ears! Comment below and let’s talk about it.


You may also like


Well, well, well... where do we go from here?

Want help with your copy, product, launch, or marketing strategy?

Lucky for you, I'm really, really good at that! Let's hop on a zoom and talk about what's going on and how I might be able to help.

Wanna grab a free guide to help you with your email marketing?

This download will show you the FOUR essential sequences to have - and what's more, I'll tell you what to write AND when to send it. 

Want copy expertise for your audience?

I l-o-v-e helping audiences understand the art + science of sales copy... and I make a darn great guest expert on stages, podcasts, webinars, and summits. 

Wanna to hear some awesome marketing advice?

Get REAL, actionable information from experts all around the industry - all with the goal of helping you increase leads and sales. 

>