We’ve been talking about a dichotomy between “pre-pain” vs. “in-pain” clients, but pain isn't binary - it's a spectrum.

As you become known for your niche, you’ll have inbounds coming from all over that spectrum.

Your job? Understand where your buyer is along the pain curve, and adjust your message accordingly.

Starting at the bottom-left:

😎 Blissfully unaware - this truly is the hardest one to crack. You’ll have to beg them to listen, and then push them up a hill.

Honestly, why would you bother? Talking to the uninterested will sink the return on your time.

🤔 Pre-pain, but listening - These folks will have expressed interest somehow: followed you, booked a call, registered for a webinar.

This is your moment to shine - pull out your headshots*, frameworks and case studies. It’s time to tell the story of what happens down the road, and how it can turn out differently if they act.

😬 In-pain, but frozen - You’ll know it on their face the second you say “how’s it going?” - a load of stress, a bit of embarrassment, and then a barrage of questions.

Offer empathy and an easy-to-grasp next step to enlist you as a trusted guide.

🥵 Desperate for relief - Their roof is on fire, they know they should’ve called you yesterday, but now’s not the time for all that.

Speak clearly about how you help and offer an accelerated start.

Note that your offer may not actually change based on what your buyer’s currently experiencing.

But a dynamic approach to how you frame it can help you meet them right at the burn.

💡

-Wes

*P.S. Feeling shy, scattered, or tongue-tied when trying to demonstrate your expertise and approach to prospects? Let's get visual.

IP Builder is my new sprint where we work together 1:1 over 2 weeks to build a portfolio of your 'intellectual headshots' - a set of lightbulb-inducing visual assets you can pull out at any point of the pain curve.

New IP Builder slots open next week. Join the waitlist for first dibs.

No obligation, just early access.