Pink Spoon for Pain Brain?

The other day, I did a "Superpower Session" with Beth Cox.

Beth is a yoga/movement instructor specializing in chronic pain. She helps her clients with specific movements AND the mindset side, which is important for chronic conditions. Beth calls it "dealing with the pain brain".

Brand Story

As a chronic pain sufferer herself, Beth knows what she is talking about. She is now "doing everything I thought wouldn't be possible - dancing, traveling, everything".

(^ From a marketing perspective, this is a wonderfully convincing brand story!)

Here is the diagram that emerged, with Beth's superpower being "HOPE".


For the circle with the "problems to solve", we landed on "professionals with back and shoulder pain." - we looked for people who could afford to pay for an immediate injection of hope and pain relief.

This would be the high-end part of Beth's offer.

(If you want to make money:  People who need to solve their problem urgently are most likely to pay the bills for you. And, it is not unethical to make money with your business. The alternative would be not to help these people in pain.)

Call to action - Pink Spoon

Right now, Beth is following the "pink spoon" marketing advice: To give people a taster of your service before they buy. Her call to action was to sign up for her newsletter to get notifications about the next group training.

But is this the best thing to do? If you put yourself in the shoes of a person in pain: Would you want to wait until the next "group training"? If your'er in the target group and Beth's story and the advice she is giving on her blog and on social media speak to you, you probably want to sign up for a private session right away.

I know I would.

And I'd prefer a paid session to a "discovery session" that I always suspect is a sales call in disguise.

Of course, this depends on your business and your promise.

What is the main Call to Action on your website?

And a bit more food for thought: Do you want to offer group sessions because you have reached capacity for 1:1 work, or because you think they would be easier to sell?

P.S. Oh, and if you should suffer from a chronic pain condition - send me a message and I'll put you in touch with Beth.