Marketing - The Real Reason People Hit 'Buy Now'

This episode delves into the psychology behind why people buy. It starts with Joel's recent impulse purchase of a car window smasher, triggered by seeing a flaming BMW, and explores why the most effective marketing sells outcomes, not just features. 

Joel and Martha discuss what really makes people click "Buy Now", exploring how fear based 'what if' scenarios can drive immediate purchases, even for problems people didn't know they had. They cover why success in sales often starts with making your audience 'problem aware' and focusing on the true issue your product solves. 

🔍 Are your customers problem aware? Understanding if your audience knows they need a solution. 

💡 The “What If?” Strategy: Tapping into emotional triggers and future fears, not just logic. 

🔥 From flaming BMWs to window smashers: How specific events create instant problem awareness. 

🎁 How poor gift giving mirrors poor marketing: Why understanding the recipient's actual needs matters (even for custom Game Boys!). 

🛠️ Selling Outcomes, Not Features: Focusing on the result (like the hole in the wall, not the drill) is key. 

Whether you are selling candles, consultancy, or even Lynx clickers, this episode will shift how you think about your audience’s underlying problems and what truly motivates them to buy. 

🎧 Listen now: “Marketing – Why They Really Buy: Uncovering the True Pain Point”

Links:

Website: https://www.codebreak.co.uk
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Joel's Instagram: https://www.instagram.com/joelstoneofficial/
Joel's Facebook: https://facebook.com/joelstoneofficial/

Free Marketing Budget Calculator: https://codebreak.outgrow.us/knowyournumbers

Arrange a call with Codebreak: https://form.jotform.com/241272835208051

Transcript

0:13

We are back for the last time before you go to Borneo. No we're not, we've got enough on to record today. The real reason people hit buy now is a subject line that you have come up with. Yeah, this happened to me IRL in real life. IRL? Yeah, IRL. LOL. LOL. LOL. LOL. LOL. LOL. LOL. LOL. LOL. LOL. LOL. LOL. Yeah. So I was made the most impulsive purchase I've made in years. That's what people used to say on chat. BRB. Yeah, on like MSN. Going for tea, BRB. You don't do that in text anymore though, m people chat for a long time do not go BRB. Well I think it's more like when you're like on a computer and you had to be right back. That's how we talked to each other, we didn't have text messages. We did that constantly. BRB. LOL. I was on msn. Wait, it does exist? I don't know if I just missed, but msn was basically teams. All of my flirting in secondary school was on msn. Did you like change your name to like Joel plus? So like Sally, if you had a girlfriend. Was that just like, that's what we used to do on BBM? Or if you'd be like with your friends, you'd be like Martha plus, Chloe plus, Livia plus. Oh really? No, we weren't that cool. I remember when emojis came out. What was your icon picture? Which were called emoticons. Were they? What was your icon on msn? Did you have one? Or Bieber or whatever? It would have been something fucking lame, like a cartoon giraffe. Oh, like not. Oh yeah, because this is going to probably surprise you, but what did you have to take the picture with a webcam? Or like upload a photo from a camera? We're talking when webcams weren't built into laptops by this point. You had to plug it in? Yeah. And stick it on? And it was terrible. And then you'd like, it probably didn't work anyway. Yeah. And you'd just be sat in the picture like. Yeah, yeah, yeah. And it was juddery. You probably didn't have a headshot on your msn at that point. You probably just had like, I'm not even sure you had icons, you probably just had a username. I know, one of those people. Like the head? Yeah, the head. Yeah, yeah. Yeah. Anyway, what the fuck has that got to do with the real reason people hit buy now? Absolutely nothing. If I'm concerned, right, I read the opener of this and you said, it says that you bought something the other day that you've never bought before and had nothing to do with business or pleasure. Yeah. And by pleasure I mean like. I mean like. It's not that kind of podcast. A pair of trainers that I really wanted. You know like we have guests on this podcast. Imagine if I had one of those guests. I'd be out of my depth. Oh, like someone who's. Like a Bonnie Blue or something. Yeah, the name Bonnie has been ruined. Like. Yeah, my sister-in-law's dog's called Bonnie. I can never look at her the same again. Is she an absolute menace? Yeah, she's been through a few people. Has she been married before? Yeah, not that kind of pleasure. Okay. As in I didn't move towards it because. Fucking hell, is this true? This is true. Because I know someone else that's gone through exactly. I know two people that have done exactly the same thing that you're about to say. Really? So can you. Did they say. What was your concern and how did you solve it? Okay, so I was driving home. Actually, I was driving to McDonald's. Was this after watching Hannah's video? Before. Yeah, before. Or you might have. For context to people, my wife made national news. Because a lorry's brakes failed and plied across a roundabout. And took out three cars and missed my wife's car by about five millimeters. She was like the only car in the whole screen that was unaffected. Yeah. Because everybody else was smashing into each other. And then people's cars were so crumpled that those people who somehow survived. Were getting out and being sick in the road from shock. It's literally the most mental video. But for some reason, isn't what's twigged this? Well, for me, I was driving home. And I saw a BMW on fire. Like actual flame engulfing fire. And the fire engine hadn't got there yet. And I was thinking, oh my God. I hope the guy is okay. And he was. Luckily, he was out on his phone. So I don't know how quickly it went up in fire. But I remember looking at it and thinking. That must affect the car's system. Because it's engulfed in flames. What, burnt to death? Well, yeah. I imagine the car's fairly fucked. But if you were in it. How would you get out? The electrics won't work to open the lock. So, I'm fairly sure all car doors have to open without electrical assistance. Unless you're. So even the Tesla had an override manual handle to open the door. Yeah, but then I went into a hole of like when. If you like plow into a lake. You can't obviously because of the pressure of the water. That's true. Open the door. So anyway, I went down a really dark hole. And I was like. Fuck, I actually don't trust myself. That I could like punch a window open. If I had to. Because I like. Jason's like. Well, you'd obviously just punch the corner. Because that's the weakest bit. I was like. I would not know that. I'd be like straight in the middle. So what did you buy? I bought a tool that would smash the window. And cut your seatbelt. Because I was terrified of burning to death. And imagine like how embarrassing it would be to drown. Do you know the two people that have done exactly the same thing? Who? I'll let you guess. In your life? Yeah. One. You know really well. And one you know. That's so vague. Are we talking business? One used to be your boss. And he bought four of these fuckers. Oh, for his whole family. Off some clip. Yeah. That he saw. And then Paul did the same. At the same time. Really? It was a bit of a joke between us. Around like. It's just got the little metal tip on the end. To make sure it smashes the glass easily. And I was like. Where do I put this? Because it's too big to go on my keys. So it's just like. In my side of the door. It also could be a good weapon. Oh good. Or someone tries to steal your car. Yeah. Whilst you're in it. Yeah. You can cut their seatbelt off. Yeah. Pull the handbrake. Go pull John Wick on there. Then go into the lake. Pull the handbrake out of that. And. I literally like. I like. I had bought so many trainers the other day. Went to the shop to have a look at them. Then did an online search. Then like was comparing the price. It took me like a month to buy these trainers. Like I never ever ever. So they weren't as important to you as you thought. Exactly that. But the. Driving into the lake thing was. But that wasn't. I've been driving for five years. But I wasn't aware that I was in that pain. Well that was a pain point. Until I saw a flaming. So do you think that's rational or irrational? I'd say it was. Rational. Because it does happen. It was. Yeah. I literally went onto Amazon as soon as I stopped the car. Ordered it to be delivered the next day. Honestly I've had a very. A couple of years ago I was driving off here and there was a brand new Volvo. On the roundabout in flames. And I went. Fucking hell. I didn't know cars did that. And yeah. So it's not irrational at all. But I don't. So I would say. People buy on emotional decisions. Not rational decisions. But that emotional decision can be rational. And. Marketers will often describe that as pain. What's the pain point? But it's like, a better question is, are the audience problem aware? Because if they're problem aware, they're looking for a solution. Where if they're not problem, so you had that pain all along, no one wants to burn to death in their car. You weren't aware of it? Yeah, yeah, because it's not even like, I was like, oh, that won't happen to me. It was like, it wasn't even a consideration. Like the best audience for a new business is a problem aware audience that can't find the solution. Yeah, yeah, because even if you come up with the solution, like a gap in the market that people need, if they don't know that they need it, then you'll never sell one widget. Well, everyone needs marketing. Not everyone thinks they need marketing. It makes it hard sometimes. We meet businesses that are very successful, that could be 10 times more successful than they are with our help. But you can't convince them. Yeah. They're not problem aware. I listened to an Alex Ormosi podcast yesterday, and he said, and weirdly, we'll record an episode about this, but that he joined a mastermind that he couldn't really afford, which put him in the room with some big hitters. And he said what his problem was, that it wasn't scaling quick enough, and he wanted to go into supplements with his gym business to expand income. And one of the guys around the table said, the problem you've got that you don't know you've got is you're sat on a $700 million business, but you're treating it like a $700,000 business. And he was like, your ads are doing 10x. Spend more on your fucking ads. Stop trying to do supplements. Yeah. And he wasn't problem aware, so he didn't know that that was, so like Meta or Google couldn't sell him more ads, because he wasn't problem aware to know that that was the solution. Yeah. And I think that's like a real thing. So in your case, how did you become problem aware? I saw a car on fire. Scared. For me and for the person. Like a what if kind of fear. Yeah. So what if, I think, is a great anchor for sales. Like what if my suitcase gets lost when I go travelling, so you put one of those bands around it to change how it looks compared to everyone else's case. What if I get stung by mosquitoes, bitten by mosquitoes, so you take a mosquito bracelet. What if I'm hungry later today, so you buy a meal deal. That what if, if you can solve what ifs, you're onto something. What people tend to do is solve a problem people don't know they have, and then really struggle to sell it to them, because there isn't a what if to fulfil. Yeah. So what about emotion? How do you think emotion plays into that? Massively. Because what ifs get emphasised by emotional factors. What if my kids die in a burning car is more powerful than what if I die in a burning car. Awful thing to say. But you can get me with a what if if you basically ran my dog. Yeah, well yeah. You won't get me. Because you were like, what if your dog could talk? What would he say? Would he say you're always on your phone and you never play with me? Did I buy a dog language book for my wife for Christmas on that exact what if? Yes I did. Would you do a, you know people who speak to dogs and you can do a Zoom with them and they'll be like an animal communicator and they'll be like, George is saying. Is that a thing? Yeah. Whether they actually can communicate. But I guess, how would you know? I'm problem aware now. Yeah. Uh oh. You should say to George before, like. George is like, this guy's a prick. If this is real, say to him or her that you really like oranges. Oranges, George. And then if oranges come up, you'll be like, fuck. I'm allergic to grapes, but I fucking love them. I'm allergic to everything. George is allergic to air, I'm pretty sure. Yeah, they're the only dogs I know with hay fever. Like, poor thing. Yeah. That's it, like. So, I've talked about this on the podcast before, but I'm not very good at rewarding, well I've got a lot better at rewarding myself to the point of excess perhaps. But I wasn't very good at giving myself a pat on the back for things. And my investment coach said, just get yourself something you like. And at the time I liked trainers. And now I've got fucking loads of pairs of trainers. And everybody buys you trainers. Well, that's a risk. My brother texted my wife the other day saying, what clothing size is Joel? And then she asked me. And I said, reply to him, never buy Joel clothes. Yeah, you're so hard to buy for. I try. I don't think I am. I think I'm the easiest person to buy for. But then Hannah said, no, you like everything. You like very specific things within everything, which makes it hard. And you really have to get in your head, because I can see you looking at something that I think you'd like and be like, but why would I want that? Or why would I, that shit? To be honest, Martha, it depends which way the wind's blowing, which is horrendous. That's a toxic trait. Give you the present. Today I am feeling grateful. Today I'm a cunt. You don't even know me. Yeah, yeah. Hannah, this is a true story that paints me in a terrible picture. But it's to do with problem awareness. So two Christmases ago, Hannah bought me a custom Game Boy, as in the 1990s thing in Code Break branding, which is quite possibly the fucking coolest gift ever. And I was grumpy about it. Why? Because I don't like Nintendo games. That is so niche. I thought you were going to say the brand hasn't racked very well. Clearly I'm a Sega guy. What are you doing? And then you realise that it's some of my special traits coming out and that I need to wind it in. It was too late. The cat was out of the bag. And to this day, it's probably the coolest gift anyone's ever bought me. And I'm not grateful. What a prick. And so, now, because I've got the kind of retro cool shelf in my office, it's on there and I look at it every day and I love it. But Hannah bought me loads of games to go with it. And the disconnect in my mind was, that's fucking cool. I'm never going to play with it. Yeah. And if she'd have said it, I know you'll never play this, but I want you to have it as a thing, I'd have been like, that's fucking epic. But because she, I don't know, gave me Donkey Kong with it, which I don't like. Do not. It's just not my, I was just a Sonic guy. I played Alex Kidd, Michael Jackson's Moonwalker and Sonic, and then got a PlayStation. So, like, it's just proper like brat behaviour. And I'm aware of it, but Hannah was solving a problem I didn't have. But she didn't know that. And I think like, if you're going to buy gifts for someone, in the same way you're going to market to someone, if you're going to sell them to someone, if you're going to market to someone, think about what problems they have. So, like for me, if there's something I really, like, what are my favourite bands? Now, Hannah wouldn't know this, but you guys might. And like, this is so self-involved, thinking about gifts for me. And it's your birthday in like two weeks. Sadly this episode will go out after my birthday. But you can go and chat to EPT, because we're all hooked up on it, and be like, what are Joel's favourite bands? What are Joel's favourite films? What are Joel's favourite brands? What problem has Joel got that he doesn't realise he's got? And you can like untangle the thing. And so, like things that, the other day I was like, oh, I really want that baseball cap, and I bought it. And then I was like, shit, my birthday's coming up, and someone's gonna ask me, what do I want for my birthday? But then if I turn right. If someone's like, what do you want? And you're like, baseball cap, green. They'd be like, fucking hell, all right. Yeah, exactly, and it was very specific. It was like, I want a snapback, that's an official snapback. I want it to be Penta, who's like a Lucha Libre wrestler from WWE. I don't want it to be overstated, because I don't like overstated clothes, but I do want it to be cool. Good fucking luck. And for my next trick. My mum was like, what do you want for your birthday? And I sent her an LP to buy for me. And she's like, who's this? And I was like, oh, it's something I'm into. When did you first hear that? I was like, well, it came up on my Spotify DJ this morning when I was driving in, and now I've decided I really like them. She was like, that's a very Joel thing to say. But don't ask questions if you don't want to know the answers. That's the truth, yeah. So, Han doesn't buy me clothes, unless they're clothes I would wear as pyjamas. So, clothes with cartoon characters on, or stuff like that. My family insist on buying me Lynx, which I'm allergic to. So, they need to be more popular. As in Lynx, the spray? Yeah. I was the only man at secondary school that didn't smell of Lynx Africa. But did you have the clicker? So, Marth. Have I talked about this before? I don't think so. Or not for a long time. I think you've talked about it at Code Break. I don't think it's... I didn't know that this episode was throw Joel under the bus for 30 minutes. So, Lynx had an advert back in the day where every time a girl glanced at the bloke, he had one of those clickers that a bouncer has to count how many people are coming in and out of a nightclub. And they were metal and Lynx branded. What people didn't realise is they made those available for a very short period based on like tokens or writing in or something. And I was in my first year of university. Did you get a clicker? I may or may not have caught fucking havoc with my clicker in Freshers Week. Because I was the only one with one and everyone knew what it was and everyone wanted to get a click on my clicker. I haven't told my wife that story. I can't believe I'm sharing that on the podcast. I'm not telling you how people got a click on my clicker. How many did you get? Too many. It wasn't as big, they didn't have to sleep with me. Okay. But yes, that was probably my single greatest move in University Freshers Week. I can't imagine. I'm just thinking if someone, I saw someone with a clicker, I'd be like, that thing's definitely not on. That guy's a virgin. But I think no, it was of its time. It was funny and I wasn't doing it in a letchy way. I was doing it like, literally someone would accidentally look at me and I'd show them and click and then run off like an idiot. And I guess adverts were that big then, right? If an advert was on now, I wouldn't be sure everyone had seen it. The Lynx adverts were huge. Like they were massive. And pretty derogatory by this time. Well, they were of their time. I think you see the same the other way now with like women attracting men in adverts because we haven't quite. Oh, perfume adverts and car adverts are shit. Yeah, there's some cool, the new KFC advert's really cool where it like pretends to be Jesus. I haven't seen that on TV. I guess it's an Easter campaign, it might have stopped now. But I was like, what the fuck is this? And then at the end, I was like, epic. Also, definitely cut that when the Pope died. Yeah, so anyway, the problem aware piece of this clicker. Fucking hell. Was I knew in Freshers' Week, whether I consciously knew, I don't know, but everyone is like hustling for attention, for status, because you're new to uni and nobody knows each other. So my clicker gave me an advantage. Who's the guy with the clicker? Clicker guy. And because I wasn't being like stood in the middle of the dance floor getting off with every girl guy with a clicker. Not the first week anyway. I was like wearing fancy dress, being a maniac, got out of a clicker. Is that when you shaved your head and had the... Halloween that year, yeah. Dressed up as Stone Cold Steve Austin, shaved my head bald, grew a goatee, got a knee brace. That is commitment. I was all in on everything I did. I did Eminem as well. That's still you now though, you're all in on everything. Yeah, just an idiot. But like, yeah, no, I did Eminem as well. Bleached my hair and gelled it forward and then dungarees t-shirt. Like, just didn't give a shit. I can't imagine you in dungarees. I still don't give a shit about stuff like that. If tomorrow it was World Dinosaur Day and we were all coming to the office as dinosaurs, I'm fully in. Is World Dinosaur Day a thing? I don't know. But like, yeah. I imagine when we go to Orlando, because it's Halloween time and all the Halloween horror nights and stuff are on, I'll be all in. Yeah. I'll be obscene. Yeah, and Halloween's the only time in Disney you can actually dress up. Jason come in. Yeah. He's in? Yeah. Free accommodation, innit? I sent him the invite today just for a bit of fun. Yeah, he can pay for his flight. Yeah, yeah, well, it's a business meeting. Oh yeah, of course it is. Yeah. He's a client. And he currently takes nothing out of the business, so it'd be nice to treat for him. Yeah, that's sick actually. Yeah. That's really good. Yeah, but obviously he gets free accommodation, which I said I'd show you. He's not staying with me. Brutal. Can I stay with you? Can I stay with you, please? These three losers on their own. They can have bunk beds. Is there bunk beds? Stop it. Are they all bunk beds? No. Someone's in a bunk bed. Are they? So when you look at big houses around Disney, there may be themed bedrooms. Tell me, please. Cars. I'll show you. Oh, there's worse than cars. There's a Disney princess theme, and there's some sick stuff. Honestly, I've had to rein it in to not get carried away, because it's so funny what you can find. Are you going to assign rooms, or is it going to be like a run in and choose your room? I think we'll go down the route of there will be enough adult bedrooms for everyone to fit a grown up. No, come on. Except Ethan. I want Ethan hanging out the bed like Elf, with like his arms and legs. Ethan in a racing car bed. Great for socials. In a potty. If you're on socials. You just pull it out from under the bed. Don't go in the night, I'm not cleaning that up. Don't check it out the window, Joel's beneath you. So, yeah. Okay, so what if you're, so we. this podcast by talking about the smasher which is an easy one right if you sell a car smasher pain point is easy but what if you sell jewelry what's the pain point or how do you market? There's different ones some I'm comfortable with some I'm not but they're all true so someone who's getting engaged the pain point is need an engagement ring easy someone who doesn't like that their friends have nicer jewelry than them because the social circles they mix in you have to know the difference between what is nine karat well what is gross but clearly expensive and what is elegant and fits into the scene so like there would be a difference between shop hard and tiffany and pandora and some yeah and whatever else there is or not and some people can tell I mean I wouldn't be able to tell and like does it fit their character so that's a thing as well but so that yeah it's harder the luxury market's more interesting because people are more problem aware so like someone that wants a ferrari isn't worried about having a nice car it's the car yeah so the problem is like I've always wanted a ferrari or I've already got three ferraris and they're fucking great I want another one which is very different to if you're trying to sell paracetamol against six other paracetamol brands and it's all 50 the person buying own brand paracetamol just wants to cure their headache and knows it's the same ingredient as all the other ones the person buying like your offense equivalent of paracetamol um believes that the leading brand gets rid of their headache quicker and doesn't believe that the ingredients on the back tell the full story which might be true because the placebo of believing that might mean that your headache goes quicker um so there's different things to play with they're like things that are notoriously difficult selling marketing because everyone's got a different problem that they think they know how to solve when ultimately it's like let's figure out what's working in your business do more of that let's figure out what's not working can we fix it if yes do more of that if no stop doing it and when people think people think they have a sales problem they're like I need I want more sales I need more sales in my business so I've got a sales problem so I need a salesperson or and like you have to educate them that marketing is the pain point not all the other way around yeah like sometimes they think they've got a leads problem haven't they've got a sales problem um and so like that discovery call process that most marketing agencies do be a free consultation discovery call or whatever have whatever they call it should be about finding what the real problem is and then telling the truth about whether you can help or not what tends to happen is they use it as an opportunity to sell their wares without exploring what the problem is I had a discovery call yesterday with a company that's doing very well and it took a 45 minute chat to find out they're doing no retargeting and they weren't problem aware because they didn't know what retargeting was now they are so now I've got to send them a proposal today to say this is how I think we can plug in and help this is how I think it will help and this is how I think you'll see returns over time it's not an instant solution it's not a short-term fix if you'd like to work together great if not also great like but at least we're being problem aware and you now know I've found I found a hole in your boat so sometimes you have to help them find the hole but then you have to earn the right to the conversation and it gets harder and harder the beauty of the hammer that smashes the car window is that it's cheap and cheerful and like people are very problem aware if I'm hungry McDonald's problem or and like I am in physical pain because I'm hungry why do they put them on retail parks well there's various reasons but one that's where the people are two that's where people get hungry and then and then three that's where it's going to be easy to put one up so like they're solving so is it easy to get to yeah problem solved are the people they're hungry yes is there enough people yes are they in buying mindset yes yeah yeah once you've spent 200 quid on a retail park are you going to be worried about a eight quid meal from McDonald's probably not is your partner miserable because he's been sat in a chair we've tried on that's a fascinating thing too right is your temperature to spending so people who are notoriously tight will buy one thing at a time at the best possible price they can get it so they won't enjoy being in a round of drinks or um going on a shopping spree because they're very specific in their need and that and and ultimately their biggest pain is they don't want to feel like that they've been done over so they want to get it for the best possible price so they love the whole like best price guarantee price match promise thing their main problem is getting it for the right price not getting it for the right level of service or the right level of quality they need treating completely different to me who once i'm in buying mindset i'm fucking buying everything because i don't go on splurges very often and like for me i'm like the guy who goes to like the retail outlet so it's already a little bit less than in the main high street stores but then i'm like getting 10 t-shirts two pairs of jeans three hoodies three caps a watch and some trainers in one hit because once the wallet's open it's open so you compared to somebody who's wants them for the best price how do you view something that's free out of interest free do you view that as valuable or do you view it as what must be more context like if something is given away for free in a shop does it devalue it to you no just that i'm just very aware of that there's a transaction taking place so what are they getting out of this and i guess buy one get one free is different to like buy two and get a free links africa you very rarely see buy one get one freeze anymore it's weird right they used to be everywhere yeah i i guess like it's all like get it for the nectar price yeah um with clothes i see it with like to buy two t-shirts get the third one yeah especially on outlets i see that as would you be intention is that they always were going to sell you three t-shirts yeah so buying one is almost to your detriment yeah which is what they want you to think yeah it's like the popcorn of the cinema isn't it yeah i'm all right with that i'm like yeah and because i'm a bit fussy like once i know something fits me well yeah i probably do want three yeah i want it in every it's not excessive it was 10 quid in the first place now i'm paying 20 quid for three that's cool where that doesn't work and where you wouldn't get me as i say you're into not like ultra premium brands but these like mid-premium brands so the stone island type moncler type things where it's like 500 quid for a jacket You're not going to buy two or three. They're never going to do a deal. I'm just like, I'm not, that's not me. And I'm, that's not. I started with a gym bag, and it was like, get the bigger size and get this. It's like, I don't want the bigger size. I want the size that fits in the airplane. But I do want the free towel. So now I'm. But then if you bought the smaller size and the towel, would it cost less than the bigger size? No. Yeah, so they've got you then, haven't they? That's annoying. And they obviously want to sell more of the bigger size, because no one's buying it, because it doesn't fit. Too big, yeah. That's the thing, like, Hannah has that with me. She's like, why have you got two gym bags? I'm like, well, one's for a quick trip to the gym. One's for a proper trip to the gym. What's the difference? Well, I've got my swimming kit, change of clothes, while we're wearing the big one. The little one is like, I'm darting in and out, just need to carry my water, a towel, and some disinfectant, whatever. And because they solve different problems. Why would you ever need two gym bags? Well, they solve different problems. Why have you got two bird nets? You can catch different types of bird. Well, I rest my case, you know what I mean? OK, so the whole, like, my business doesn't solve a pain point. So, like, this is really interesting, actually, the notes you've made on this. Talk to me about what a candle is. What's a candle meant to be, traditionally? Well, so this is interesting because of what is going on. Yeah. We have a client who sells candles, basically. But traditionally, you would think, I'm selling candles. How do I find a pain point? There is no pain. People just want their house to smell nice, or they want to feel relaxed. Well, traditionally, I'd say a candle existed so you could fucking see. What, like Florence Nightingale? Mascot of all candles. Is she? I don't know. Why have you said that? No, she had an oil lamp. Did she? Yeah. Is that a thing? I think so, yeah. Florence Nightingale, did you never learn about her? She's a nurse. Yeah, with a thing, like a spooky thing. Good. Light. She had an oil lamp, famously. Really? I think maybe that was like fever dream. Is this like Mandela effect? You combine two things. Yeah, maybe. Maybe I'm thinking about Hex and Florence Nightingale in the same. I don't know what you're thinking about. But yeah, obviously, I think candles originally existed to provide light when it was dark. Then they became a thing about making places smell nice once we had electricity. Yeah. Then they became a thing about setting the ambiance, so you'd have a candle lit dinner. And now, they're about scents, so you have bloody gingerbread candles at Christmas. You have autumn candles. You have spring candles. And then you can frame that in different ways. So it doesn't solve a problem anymore, because nobody needs their house lit up. OK, well, I beg to differ, because there was a massive power cut in Europe the other day. Yeah, I saw. But also, well, these candles are for the bathroom to help you relax after a hard day. These candles make the downstairs of your house smell nice, because otherwise, it smells a bit doggy. Yeah, so that's like a- I've got a candle that you may not light after you've been to the toilet. I mean, it was bought as a joke, but it's there. A lot of people want their house to smell nice, but they have pets, and they don't want a- Chemical. Chemical or to hurt the dog's nose, because they're very sensitive. And a lot of candles are already pet-friendly. Yeah, especially melts. Exactly that. And then you can apply this to different things, like your jewelry isn't just to show off. It's to show that- You love someone. Yeah. Or the dog toy isn't to just tire the dog out. It's to stop them chewing a hole in the wall. Your branding isn't just logos. It's to make your business memorable. And it's so easy. We hear this all the time. There's not a pain point with my product or my business, but there always is. And the thing that people forget in their funnel, and this is something that's possibly worth us thinking about on certain clients, is the first question should be, is the audience problem aware? Because if the audience isn't problem aware, we need to run a campaign that makes them problem aware first. So like, sick and tired of your dog chewing a hole in the wall. Shit, I didn't realize that was annoying me. As opposed to, this dog toy won't just tire Rover out. It'll stop him chewing on a hole in the wall. Well, they didn't know that the Rover was chewing the hole in the wall. I was going to say that they don't know that the reason he's chewing a hole in the wall is because he's not mentally stimulated. They just think Rover's a cunt. That's twice we've said that word on this podcast now, Martha. We need to rein it in. We can just give someone a job to beep it out, and they can be like, guess which foul language was used. I lived in Australia for many years. Cunt isn't a term of endearment, in some context. That's my excuse. So how do we use this now, Martha? That was the third time. Yeah, well, that's just it, isn't it? However you get people into your world, making them problem aware. Well, actually, no, screw all that. If you don't know what problem your product or service solves, the first thing you need to do is look at. And a simple way now is put a description of your product into ChatGPT, and then say, ChatGPT, give me 50 problems that this solves. Exactly. And then go and question your audience. So run a campaign where the headline is like, ever feel like you're sat at the traffic lights and the world is just passing you by? And then it's like, I don't know, could be for Red Bull. Increase your alertness with our new caffeine-infused drink. Like, ever feel like the phone doesn't stop ringing, get your life back with our new VA service. Like, there's like, you need to make people aware that the problem they have is a problem you can solve, and it might be a problem they don't know they have. Ask them a question about it to make them think about it. Like, I don't know, like, people who are super problem aware, like brides looking for a wedding dress. Sick and tired of getting the same treatment in every bridal boutique you go in. It's a shit glass of Prosecco disguised as champagne, and then a massive sales pitch. That's not how we work. Suddenly, you've differentiated yourself from your whole marketplace whilst looking at the secondary problem. Because the problem was they haven't got a wedding dress, but they've got a new problem now. They're massively uninspired by every boutique they go into. Yeah, which they might have thought, I don't like any of the dresses because of my body shape or because I have a self-confidence issue when actually it's the quality. And like, we've made this mistake where some of our marketing has attracted people crisis and want marketing to turn their business around when really we should be targeting people who are flying but know they could go harder. Yeah. So like business scaling well, want to put it on steroids, like that kind of thing. What's the key takeaway Marth? What's a big action point someone can do other than my chat GPT hack that I just mentioned? So once you know what your pain is, I guess the other part of this is not selling features but selling outcome. Yeah. So people don't want a drill, they want a hole in the wall. Yeah. And so that would be the next thing to think about. Yeah, so what's the problem they've got? I need to put a picture up. What's the outcome they want? A neat and tidy hole in the wall that holds the picture up. What's in the gap? You're in the gap. But they don't care about the gap. The gap is a ways to a mean. So talk to chat GPT about that. Talk to your team about that. Talk to your customers about that and be like, what was the pain that we solved that you didn't expect us to solve? What was the outcome? How could we recreate that for you? How could we recreate that for other people? Yeah, exactly. Asking people who have already used your thing, your service, your widget, your product. Why did you buy this? And then the key one is to remind people of the problem you solved for them.