Make the feeling disappear! 💥

What’s your default answer to the question “How are you doing?” Do you say “fine,” “well,” “better than I deserve” or “doin’ grrrrrreat!”

Does your answer change if someone who really knows you asks the question? Would your honest answer be “overwhelmed” or “tired” or “doubtful” or “embarrassed”?

Yes, . But people buy to make an internal problem go away. We don’t like to feel discomfort. We’ll do almost anything, and spend up to the top of our budget, to make uncomfortable feelings disappear.

And don’t think this just applies to therapists and life coaches. Every customer has an internal problem.

Let’s look at an asphalt paving company — not what you would think of as a “touchy-feely” business.

  • External Problem: Asphalt is in disrepair and looks bad.
  • Internal Problem: Frustrated and embarrassed by how it looks. Intimidated by the idea of fixing it themselves.

Now look at where those feelings (or their inverse) show up on their Website:

Acknowledging and then promising to solve those internal problems will sell more asphalt than any list of features will.

Action Step:

  • Determine how are your customers are feeling when they’re searching for the solution you sell. Include those words in your marketing copy.

Most small business leaders we work with are overwhelmed by the idea of marketing. Or they’re annoyed that the money they’re spending on marketing isn’t getting them any results. Let’s get on a . We can change “overwhelmed” into “confident,” and “annoyed” into “delighted.”


Recent Articles


Google My Business (GMB) is often the forgotten channel of digital marketing, which is unfortunate. GMB has so much to offer as you market your business, product, or even nonprofit.  Here are some of my favorite benefits: It’s free. It enhances your visibility. Google...

I’m not sure I want to do that.

How many of these objections have you heard from your customers?  “That’s more expensive than I thought it would be…”“I thought I could get on your calendar sooner than that…”“I’ve heard of (competitor’s name), but I’ve never heard of you before…”“That sounds...

To Blog or Not To Blog 🎭

Whether or not to invest in blogging is a big question for many business owners. There’s no doubt that it takes time and energy, making you wonder if it’s all worth it.  Let me offer a handful of reasons why it’s worth the investment.  Blogging: Assures the reader...

You May Also Like…



Don’t miss out on free digital marketing—Set up Google My Business now! GMB is often the forgotten channel of digital marketing.

I’m not sure I want to do that.

I’m not sure I want to do that.

Part of being an empathetic guide is taking objections seriously, not getting defensive, and walking your customer through this part of the decision process.