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STEP 2

PAI
N
 WHO ELSE IS SUCCESSFULLY WHAT/WHO TERRIFIES THEM? WHO ARE THEIR HEROES? WHAT/WHO ANGERS THEM?
SELLING TO THEM? • Where is there massive uncertainty in their • Who do they follow and listen to? • What grievous injustices have befell them?
• At similar, higher and lower price points? life? • Who do they think has their back? • Who would they like to punish?
• In similar media? • What could be taken from them at any
minute?
• Who do they quote? • What freedoms have been taken from
• In different media? • Who do they spend lots of money with? them?
• What dangers do they face, real and
• In complimentary markets? imagined? • Who would the fight for?
• Where do they feel cheated?
• In non-complimentary markets? • What past traumas have they endured? • Who do they feel advocates for them?
• Who do they blame for their
shortcomings?
• Where do they feel most inadequate?
• Where do they feel powerless?
• Who has violated their trust in the past?
• Who do they think lies to them?

WHAT ARE THEY DESPERATE WHAT DAILY OBSTACLES DO WHAT REPETITIVE THOUGHTS WHAT ARE RECENT
FOR? THEY ENCOUNTER? RUN IN THEIR HEAD? DISRUPTIONS THEY'VE
• Where are they hanging by a thread? • Where are they stuck, unable to make • What do they feel like a failure about? ENCOUNTERED?
What are they under-appreciated for? progress? • Scandals made public
• • What do they feel unworthy of?
• What are their most common excuses? • News cycles
• Where do they feel disconnected in their • Where do they feel incapable?
life? • What do they beat themselves up about? • Political / social change
• What do they think they'll always be
• What problem, if solved, would solve a • What bores them to death? misunderstood about? • New thought leaders
1000 other problems? • What are they constantly complaining What are their regrets?
• What have they lost and wish to regain? about?
• • Technological disruptions
• What are they seeking escape from? • What have they been neglecting?

WHAT DO THEY SECRETLY WHAT ARE THEIR BIASES IN WHAT JARGON DO THEY USE? WHAT WOULD IMMEDIATELY
DESIRE BUT WILL NEVER ADMIT THINKING AND ACTION? • Do they have their own label? (Left-leaning IMPROVE THEIR QUALITY OF
TO? • What contrarian viewpoints do they hold? liberal, Christian conservative) LIFE?
• What are they seeking decadent excess of? • Past/Present/Future orientations • What words/phrases have they co-opted? • Where's an area where even one single
step forward would provide newfound
• Where can they have their cake and eat it, • Where do they engage in black-and-white • What is unique about their vocabulary?
hope?
too? thinking? (emotional/logical; optimist/ • What words/phrases would only an insider • Where do they want more momentum?
• What do they emotionally desire but can't pessimist) into the club know?
logically justify? • What is unique about how they make their • How could you provide a little bit of certainty
• Do they have specific putdowns? amidst the constant chaos?
• What are the loopholes they're looking for? decisions? (Boomers)
• Where are they plagued with indecision?
• "If I could wave a magic wand..."

Copyright Rapid Crush Inc. all rights reserved. May only be reproduced with prior written permission. Contact
WHO WILL SPEND MORE MONEY
FASTER?JOE
JANE

A brighter, A crippling
whiter tooth
smile ache
 PAIN SIMPLIFIED

Excuses Obstacles

Limiting Beliefs Enemies

Complaints Fears
 PAIN STRATEGIES

1. Challenges You Face

2. Contrast Present/Future
Reminder
3. Misconceptions
You can put pain into your hooks
4. External Pressures (Pop Quizzes, Fortune Telling, “The
Tall Task…”).
5. Past Struggles Most people are too carrot and not
enough stick. The stick is more
6. The Enemy motivating.

7. Anger
8. Informed Pessimism
 #1 CHALLENGES YOU FACE

External
External events create internal states. Address both
and then get a commitment to move forward in
Internal spite (and because) of these challenges.

Commitment
ASM 5
ASM 5
ASM 5
ASM 5
#1B EXAGGERATED CYNICISM WITH A DASH OF
HOPE

Confrontational
People will hold onto a glimmer of hope in the
Inspirational face of nearly insurmountable odds. Provide that
hope!

Accountability
ASM 5
ASM 5
ASM 5
CONTRAST
 #2 CONTRAST PRESENT TO FUTURE

Current limitations Value is best understood when it can be

compared to something else. Pain cuts twice
when the opposing pleasure is well known.
Future aspirations
GENDER INTELLIGENCE
GENDER INTELLIGENCE
GENDER INTELLIGENCE
A FEW SLIDES
LATER
 #3 MISCONCEPTIONS

Indirect
If I tell you the limitations about someone like
you, you’re less likely to get defensive and
Use cases shut down yet you’re still likely to be
influenced.

Nuanced
GENDER INTELLIGENCE
GENDER INTELLIGENCE
GENDER INTELLIGENCE
GENDER INTELLIGENCE
GENDER INTELLIGENCE
 #4 EXTERNAL PRESSURES

States are abstract

Specific events (real or proxied) will have
Events are concrete more immediate impact (though their depth
isn’t as great).

Unmet expectations
GENDER INTELLIGENCE
GENDER INTELLIGENCE
GENDER INTELLIGENCE
GENDER INTELLIGENCE
OMG PROJECT ASSIMILATION
OMG PROJECT ASSIMILATION
OMG PROJECT ASSIMILATION
OMG PROJECT ASSIMILATION
OMG PROJECT ASSIMILATION
OMG PROJECT ASSIMILATION
OMG PROJECT ASSIMILATION
 #5 PAST STRUGGLES

Near Past

Mid Past “Never let a good crisis go to waste” -

Rahm Emanuael

Disruptions
KICK THE GIANT
KICK THE GIANT
KICK THE GIANT
KICK THE GIANT
KICK THE GIANT
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
 #6 THE ENEMY

Blame
It is easier to blame others than it is to take
Suppression responsibility. Hatred is a stronger short
term motivator than love.

Revenge
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
THE CONSUMABLES SYSTEM
 #7
ANGER

Lack of control
Even though change is the only constant we
continue to delude ourselves into business as
Violations usual and view disruption as an annoyance
and not an opportunity.

Lies
ULTIMATE SOCIAL CHALLENGE
ULTIMATE SOCIAL CHALLENGE
ULTIMATE SOCIAL CHALLENGE
ULTIMATE SOCIAL CHALLENGE
 #8 INFORMED PESSIMISM

Informed
2
Pessimism

Uninformed
1
Optimism
Informed
4
Optimism

Crisis of 3
Meaning

Crash & Burn

You now know all the ways in which it can go “wrong”.

YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
YIWU TRIP
COMBO
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
 A FEW SLIDES LATER
MORE PRODUCT SPECIFIC
OBJECTIONS
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
THE WHOLESALE FORMULA
 HOW TO USE PAIN

“Know Your Customer…” Bonus

Make sure it’s THERE front and center!

Practice the flip (each time there is a benefit, is

there also a pain point?)
 OTHER CONSIDERATIONS

Calibrate (too much = no hope. Not enough, no

desire to change.)

The higher the price, the more pain needed

Pain is most useful during the close

A MISCHARACTERIZED INTERPRETATION

Find the weakness. Open the

wound. Pour the salt in. Sell
the treatment.
 A TALE OF TWO PAINS

Short term pain = doing something different.

Long term pain = doing nothing while slowly

descending into nothing.
 THE REALITY

The pain to stay the same

needs to be greater than the
pain to change.