Why you should annoy your prospects to grow your sales funnel

Annoy your prospects to grow your sales funnelDid you annoy your siblings when you were a kid? Maybe you poked them or you drew a line across the back seat and staked your claim on one side and forbid them to cross over or you stole something of theirs. And then they’d run off and tell mom and dad. And there were days when they annoyed us. It’s the timeless reality of being a sibling.

As a business owner, you want to provide a great solution to your customers when they have problems… that’s the mark of any great business. But…


Prospects will buy when they feel the pain of their problem. The more acute their pain, the sooner they buy and the more money they’re willing to spend. (For an example of when that happened in my own life, check out my blog post Rubber boots and sales copy).

When your prospects don’t feel pain, they they’re not willing to buy. They simply don’t perceive the value of the solution at that time. Instead, they give you objections like “it’s too expensive” or “I’m still shopping around”… because your solution IS too expensive (for the level of pain that they feel) and they ARE still shopping around (because they have no reason to move forward).

It’s only when they feel more pain that they are willing to spend the money to solve it. Therefore…


Prospects will buy when they feel pain so you can help them feel pain. And you can do this by remembering back to when you were a kid and you used to bug your siblings. What did you do then? You found out what bothered them and then you highlighted it. You brought it to their attention. And you did it over and over until they took action (and tattled).

The same thing applies in your business (but obviously in a more professional way!!!). You find out what bothers your prospects — what pain they feel because of their problem — and then you highlight it. You build content into all parts of your sales funnel marketing that doesn’t just highlight your solution but ALSO highlights the pain of the problem your prospects face.

Create turmoil in their lives. Keep them from sleeping at night by revealing to them just how painful their current situation is. Do this over and over and over (just like you used to do when you were a kid).

And, as you do this, always present your solution as they way to solve the pain.

[Image credit: Catlin82]

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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