"Colgate smile" means dazzlingly white teeth for a reason. Instead of focusing on yellow teeth, Colgate chose to own the aspiration of a confident, bright smile.
Sell The Future, Not The Problem: Why Transformation Beats Pain Points
At Growth Experts, we recently had one of those face-palm moments. You know the type – when something so obvious suddenly becomes clear that you wonder how you missed it for so long.
Watching Rob Hope’s brilliant talk on improving landing pages, we realised we’d been getting something fundamentally wrong in our marketing approach. Like many businesses, we’d been leading with problems: not generating enough leads, struggling to write copy, frustrated with website performance…
But here’s the thing: people don’t dwell on their problems. They dream about solutions. They visualise success. They imagine transformation.
The Science of Future-Focused Messaging
This isn’t just marketing theory – it’s how our brains are wired.
Fascinating research from Frontiers in Psychology shows that when we encounter positive, future-focused messages, specific regions of our brain light up – the same areas associated with motivation and taking action.
Think about the last time you made a significant purchase. Was it because someone reminded you of a problem or because you could see a better future? Neuroscience Marketing has found that when brands focus on aspirational messages, they don’t just grab attention – they build trust and inspire deeper engagement.
The Colgate Clarity
Rob Hope uses a brilliantly simple example: Colgate’s marketing. They don’t lead with “Yellow teeth stopping you from smiling?” Instead, they focus on transformation:
Think about this—sometimes, we don’t want to think about the problem because the picture is too off-putting. Clever copywriting taps into something fundamental about human psychology so that when we see messages like these, our brains don’t just process information—they create emotional connections and build trust.
Beyond Toothpaste: How Global Brands Sell the Future
This transformational approach isn’t limited to dental care. Look at how the world’s most successful brands do it:
The Psychology Behind the Shift
Here’s where it gets really interesting. When Harvard Business Review dug into executive decision-making, they found something surprising – business leaders are looking for more than just problem-solvers. They’re looking for partners to create long-term value.
This aligns perfectly with what neuroscientists call “approach motivation” – our brain’s natural preference for moving toward positive outcomes rather than away from negative ones. We’re wired to respond better to future-focused messages.
Practical Application: Transforming Your Message
So how do we put this into practice? Here’s your roadmap:
1. Identify the End State:
2. Paint the Picture:
3. Bridge the Gap:
Our Own Transformation
At Growth Experts, we’re revamping our messaging to reflect this insight. Instead of leading with the problems we solve, we’re focusing on the transformation we enable:
From: “Tired of marketing that doesn’t generate leads?” To: “Your marketing engine: generating qualified leads while you sleep.”
The Bottom Line
While understanding pain points remains important, leading with transformation creates a more compelling, engaging, and effective marketing message. We’re not ignoring problems but focusing on solutions and the exciting future they create.
Ultimately, people don’t buy products or services; they buy their future selves.
We’d love you to share it with your friends, colleagues or your marketing team.
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