Good marketers understand their customers’ pain. 

Great marketers relieve them of their pain.

Dale Dupree is known as The Copier Warrior for a reason.

He knows that copiers come with unreliability and frustration. 

He doesn’t wave a magic wand and claim that the problem is gone. 

Rather, he acknowledges it and gives people a chance to take out their frustration. 

Instead of starting with a sales pitch, Dale drops off little foam squeeze stress balls that look like bricks (branded with his logo) and tells you they’re for your copier. 

He also gives you a cartoon pamphlet that shows you how to throw that brick at the copier when it jams up so that you feel better at no cost at all.

He helps you trade your pain for much-needed laughter.

You can throw the brick and your frustration at your copier, or you can just call Dale. 

People do both because Dale knows that pain leads to gain.