Back to Basics Part 1: Bring the Pain - Hannah Mang
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Back to Basics Part 1: Bring the Pain


I know how easy it is to get lost in the forest of details.

To get caught up in unimportant small things.

And to lose track of your big-picture-goals.

There’s so much information out there, it would take you 12 years just to read all of it + excavate the gold from the huge amount of crap.

But ain’t nobody got 12 years to waste + I know that YOU want results fast.

That’s why I created this series called Back to Basics for you!

Each week I’m gonna teach you an essential copywriting strategy to boost your sign ups and sales. And I promise it will be simple + easy for you to implement.

No overwhelm. No confusion. No getting stuck on sticky details.

Just clear + effective communication
for you.

So that you can make your customers love you, trust you + happily buy all of your offers.


Caution: These are basics! So you might wanna be like “I KNOW THIS ALREADY!”.

But the question is always: ARE YOU DOING IT?

Because knowing stuff without doing it is like shooting yourself in both feet: It won’t get you anywhere!

Now this week we’re starting off with a biggie:

Part 1: Bring the Pain

Your problem?

You want people to TRUST you.

You’re not a fool + you know that we only buy stuff if we TRUST the person/company. This is especially true online because you’re only communicating through your website!

You wanna establish that real, loving + genuine connection with your prospect so that she feels safe, taken care of + certain that she won’t EVER regret giving her money to you.

But telling everyone how awesome you are didn’t work.

Showing off all your credentials + fancy degrees didn’t work.

And being like “Hey girl, you know you can trust me” is just fucking creepy. It never ever works.

So what can you do instead?

Your cure!

If you want people to trust you?

You gotta make them feel understood!


Your customers need to know that you KNOW:

  • who they are
  • what specifically they’re struggling with +
  • where exactly they’re at right now

And how can you do that?

Answer: Bring the Pain!

You need to describe your ideal customer + the specific pain she’s feeling right now. You gotta make it clear that you FEEL her. That she’s not alone with her struggle. And that YOU are here to get her the hell out of that frustrating place.

It’s not about telling everyone how awesome you are. It’s not just about the benefits.

It’s about picking your ideal customer up from where she’s at right now, taking her by the hand + to the place she ultimately wants to go.

And today we’re gonna focus on picking her up. (Not in the slimy „do you come here a lot“ way!)

When I work with my clients I’m always super intense on bringing the pain FIRST. You can’t just throw benefits in people’s faces and expect them to buy from you on the spot.


You need to show + prove to your audience that they have a problem that YOU are gonna solve.

Because maybe they don’t even know that they HAVE a problem in the first place?

Maybe they know but don’t wanna think about it because it scares the shit out of them?

Maybe they think that they actually don’t have a problem but only realize it when they read your copy?

If your offer is the best thing available? It’s YOUR job to communicate that. And to do it in a way that EVERYONE who needs it understands.

You can’t leave out the ones who are not even aware yet! Chances are they’re the ones who need you MOST.


Alright. Let’s get practical with an example so that you know what we’re even talking about:

Say you’re in the shoe business. You’re selling the most comfortable yet sexy-as-hell high heels on the planet + basically every woman with feet and a sense of style NEEDS you!

But on your website you’re just telling people why your shoes are awesome.

They’re comfortable.

They’re sexy.


But what if I don’t need shoes right now?

What if I don’t wear heels?

What if throwing on a pair of stilettos never even occurred to me because deep inside I’m not confident enough + tell myself I don’t deserve to look or feel like a queen?

Wouldn’t you want ME of all people to have your shoes?

So that I can finally experience the magic of feeling comfortable + confident in my body, looking sexy + glamorous without having to walk like a duck laying an egg because of the throbbing pain?

Of course you want me to buy your shoes! Because:

The people who don’t think they need you are often the ones who need you the most.

With these people you’re gonna have the biggest impact. You’re not just gonna sell your stuff to them.

You’re gonna change their life!

And isn’t that the real reason why you’re in business? To help people? To contribute to a bigger picture?

I know it is!

Now back to our example: Imagine you’re reading through our shoe-girl’s sales page. And she doesn’t talk about shoes at all (at first).

Instead she says something like this:

Are you spending the 3rd day working in your PJs at home?

Are you embarrassed for your man to see you like that?

Are you like “OMG who the hell is that?” when you walk by the mirror on your way to the bathroom?

I totally get it. And you’re so not alone!

Running your own business + working at home makes a lot of women feel ugly + unattractive. We devote all our time + energy to our business so we can’t bother to look like JLo all the fucking time.

Plus: We’re not leaving the house anyway so what’s the point?

But there’s a downside to this. One that can have huge effects + the power to destroy your relationship. Because at some point?

You’re gonna feel like the ugly duckling.

You know you’re a beautiful woman. But your greasy, uncombed hair combined with a pair of sweat pants + tired looking eyes from the all-nighters you had to pull?

Sure doesn’t bring out the best in you.

So what if I told you that NOW is the time to bring back the sexy, glamorous catwoman version of YOU? You know, the girl who walks into the room + steals everyone’s thunder? The strong, confident power-girl who’s not afraid to go after what she wants?

Is that the real you?

Then I’m gonna let you in on a little secret today: It all starts at your feet.


And then I would go on talking about how wearing high heels gets you all these desired emotions I just described. How they make you feel confident + sexy. And how feeling this way will improve your relationship with your partner or attract hordes of McDreamies if you’re single and so on. So it’s still not really about the shoes, more about how they’re gonna make you feel. But I’m not gonna write an entire sales page here, that was just for you to get a picture ;)


So do you understand now why it’s SO DAMN IMPORTANT to pick up your customer first?BEFORE you start talking about yourself, your business or your products?

When you bring the pain, your reader will be open + excited by the time you introduce yourself/your offer.

And who do you think is more likely to subscribe + buy all your stuff?

The reader who’s being bombarded with facts + features about your shoes?

Or the reader who’s been gently picked up from where she was at, taken by the hand + who now totally identifies with you + your brand because you showed her that you understand?


That’s a no-fucking-brainer.


Alright, let’s do a little recap of the most important stuff for you to remember:

  1. You need to make people feel understood so they can trust you.
  2. You have to pick them up from where they’re at — otherwise you’re gonna (literally) leave them behind.
  3. The ones who don’t know they need you are often the ones who need you the most.
  4. It’s vital to pick them up before you say anything else so that they know they need to pay attention + already feel connected to you when you introduce yourself/your offer

Are you leaving people behind in your copy?
From where do you need to pick up your people? How do they feel?
And was this helpful for you?

Let me hear it in the comments!



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{ 6 comments… add one }
  • Nina Winner February 20, 2014, 9:33 pm

    That was great, thanks Hannah! Have to work on that, before you do your Copy Intervention magic on my site, so you know I actually TRIED to pay attention and take action – by the way, did all the structural changes, so I’m ready to go ;)

    • Hannah February 21, 2014, 11:09 am

      Thank you, Nina! Glad I could help!

      Ready when you’re ready ;)

  • Teri February 21, 2014, 3:14 pm

    Hey girl you know you can trust me.. ha ha! Sounds like something a guy once told me! Thank you for the great tip here :)

    • Hannah February 21, 2014, 5:39 pm

      Haha Teri! You’re right, it’s also a valid life lesson :D

  • Connie Holen February 28, 2014, 3:09 am

    Totally good stuff! And hilarious to read (as always!). Thanks for this Hannah!

    • Hannah March 2, 2014, 12:17 am

      Thank you, Connie! So glad you like it :)

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