15 ZERO IN ON YOUR PAIN/GAIN FACTORS
As you continue to work on your Marketing Language Bank, consider applying three tests to every market problem you’re positioning your product/service to solve. These tests come from authors Craig Stull, Phil Myers, and David Meerman Scott in their brilliant book, Tuned In:
1. Is it urgent: Are there built-in incentives to solve it now?
2. Is it pervasive: Do a lot of people in your target market have it?
3. Is it expensive: Does it cost money to have this problem, and are people therefore willing to pay money to solve it?
At this stage, take each of your selling points, features, or benefits, and REVERSE ...