One of the requirements of acquiring customers on cold traffic is solving a problem for your target audience. 

But the issue with a lot of offers today is that they only solve a surface level problem, an inconvenience at best.

And if you only solve an inconvenience, getting people who’ve never heard of you (i.e. cold traffic) to whip out their credit cards at scale will remain a challenge.

The way to “flip” this and start acquiring customers a little easier is by introducing what I call Ocean-Deep Problems.

Ocean-deep problems are “next level” pain points. 

When you read them, they sting. 

And they especially sting if you’re experiencing them yourself.

They are related to biology, instinct, and severe social consequences. 

And they often show up as repeated “mind movies” of the prospect.

Examples of What an Ocean-Problem Is NOT

Low energy, 

chapped lips, 

poor mobility, 

stiff joints, 

brain fog,

dry skin, 

knee-pain, 

weight gain, 

brittle hair, 

poor posture, 

having a 9-5,

bad sleep,

and so on.

These are NOT “real” problems our prospects face. They’re inconveniences. 

That’s not to say they’re not aware of these ‘problems’. Or that it wouldn’t be ‘nice’ to solve them. But it’s not ocean-deep.

On the surface level, something ‘weight gain’ might seem like a problem. 

But think about it, millions of people are overweight, and they’ve been overweight for years. 

They're USED TO living with their weight. Their wardrobe is already filled with plus size clothing. And unless they have a major health scare, they’re surviving just fine with this so-called ‘problem.’

On some level, being overweight is also part of their identity, so there's no burning urgency to actually solve the problem, it doesn’t sting enough.

The Litmus Test for an Ocean-Deep Problem

Here’s how you can know if you’re solving an ocean-deep problem:

Is the pain point *actually* keeping them wide awake at night?

Really think about this one.

You might be selling a lip balm that helps with chapped lips. Great, you’re solving a ‘problem.’

But nobody in history has ever laid wide awake at night and thought to themselves “Ahh, why are my lips so chapped.” Nope. No chance. You won’t convenience me.

That’s not to say they don’t feel this ‘problem’. Or won’t buy your product. They might throw 10 or 15 bucks at you and give your little product a try. 

But are they coming back? Is the LTV juicy? Are you scaling harder than a fat kid coming down a seesaw with customers like that? Fuck no. Because the problem isn’t that painful or urgent. At least not the way you’re currently presenting it.

Besides, you’re not the only seller in your industry. People have already seen similar products as yours. And they don’t care. You have to make them care.

Examples of What IS an Ocean-Deep Problem

Am I going to be infertile... forever? I’m never going to have kids... of my own?

I hate my acne, I hate going outside, I hate being seen. WHY is my skin breaking out like this?

My dick doesn’t work anymore... it’s so fucking pathetic... I feel like a loser... (plays mind movie of going soft and seeing the disappointed ‘wtf was that’ look from girl)

I’m getting older... I’m losing my youth... I don’t feel like myself anymore... I’m hideous... I hate myself... I want to be beautiful again... WHY am I aging so fast? (looks in the mirror, sees every little flaw, every little detail, everything she is NOT...)

I can’t believe I accidentally stepped on my dog today... and he can’t even understand how horrible I feel about it... (replays scenario of saying sorry a 1000x times and dog looking scared, startled and avoidant after accident)

My hairline is receding... my hair keeps thinning... FUCK, am I ACTUALLY going to be bald?

I feel so lonely, and invisible, does ANYONE even like me? Will I EVER find someone? Or am I going to be alone... forever?

He doesn’t desire me anymore... Is he going to divorce me? Leave me for a younger, more beautiful woman? What are we going to tell the kids? (replays mind movie of husband refusing to go down on her and saying “I’m sorry honey, I just can’t bring myself to do it...)

As you can see, I threw on my “copy hat” for these.

And exaggerated quite a bit too for the sake of demonstration. 

But even if we keep it short and sweet, the point remains. 

Your wife divorcing you is a BIGGER PROBLEM than “low energy.”

Staying alone forever is a BIGGER PROBLEM than “forward head posture.”

Being permanently infertile is a BIGGER PROBLEM than “bad sleep.”

And so on.

Do NOT Communicate The Ocean-Deep Problem Overtly

When you’re communicating an ocean-deep problem, you want to be smooth, subtle, and very empathetic. 

Exactly how to communicate these next level paint points is a whole other jar of guacamole, so we’re not gonna cover it in this article.

But here is where being a skilled marketer, copywriter and communicator comes in.

Do NOT come out and bluntly say: “Are you scared your husband is going to leave you?”

That's going to make them feel terrible and never come back.

And while it may feel “shitty” to even hint at these things…

I would not recommend ignoring these underlying motivations.

Why? Because...

Ocean-Deep Problems Are The Core And TRUE Reason People Buy Anything

Either consciously or unconsciously.

For example:

Let’s say a woman is experiencing odor, dryness or discomfort in her intimate area.

The secondary consequences of that might be a ‘dead bedroom’ in her marriage. 

And one of the underlying reasons (or “fears”) she might have as a result of this dead bedroom, is her husband leaving her. 

Even worse, him leaving her for a younger, more beautiful, and more exciting woman.

And that “fear” - whether she is aware of it or not - is part of her reason for deciding to try a feminine balance gummy (that helps with the odor, dryness, and discomfort).

Do you see how that works?

Once you start looking at it from a more “primal” perspective…

Or adding a little more “tribalism” to the mix…

It becomes easier to identify (or create…) ocean-deep problems.

If You’re Still Not Convinced...

Then, well, that is your prerogative, and I won’t say you’re wrong :-)

However, what I will say is this:

When you do customer research, and you go to the “deep ends”...

Where people pour their hearts out, typically anonymously on forums...

Not only do they often share their deepest fears, biggest desires, all that jazz...

But often, they will give the TRUE reason they bought something.

And more often than not, you will see that...

It wasn’t because of the free shipping or fake countdown timer…

It wasn’t because of the “IRRESISTIBLE” money-back guarantee...

And it certainly wasn’t because of the gradient color on your CTA button...

Nope, the TRUE reason is less pretty, less rational and definitely less politically correct.

And often related to ocean-deep biology, instinct, and severe social consequences.

Namaste.