Pain Points That Sell

Your offer can be “good” and still not sell and that’s usually a messaging problem, not a motivation problem. We’re digging into why you can post nonstop, share genuinely helpful content, and still watch launches fall flat: your audience doesn’t feel seen. When your marketing focuses on features, outcomes, and generic claims, people stay confused, scroll past, and never take the next step. Clear offers convert because they’re specific, emotionally resonant, and easy to understand.

We walk through the real reason “I need more followers” and “I need help with consistency” rarely move someone to buy. Those are surface-level complaints, not the true driver. The shift happens when you name the frustration underneath and describe it with precision. Think: showing up every day but feeling like your business depends on whether Instagram decides to cooperate. That kind of copy creates recognition, urgency, and trust because it matches real experience.

Then we lay out a simple framework you can use for any niche: the four layers of pain points. We start with the surface problem, move into the functional problem (strategy, systems, positioning, unclear messaging), then the emotional problem (overwhelmed, discouraged, exhausted), and finally the identity problem the story someone tells themselves about what their struggle means. That identity layer is where conversion lives, because people buy to stop feeling like they’re failing and start feeling capable again.

If you want to tighten your offer, clarify your message, and write pain points that actually convert, listen through to the end. Be sure to save your seat for the free workshop, Create a Profitable Offer in Just 30 Minutes.

Transcript

Features Vs Pain Points Revisited

Jenny 0:00

Yesterday we talked about the difference between pain points and features. And then what I see a lot of times with clients, the mistake that they're making is they're talking about the features of their product or service that they're offering rather than the pain points. And I think I want to actually, I don't think. I know I need to go deeper into what the pain points, what I mean by this. So that's what I want to talk about today. Because your offer isn't selling, probably because you're not going deep enough and you're not hitting on the emotional issue, which is their pain point. It's not that you have a sales problem, it's that you have an offer problem. You very likely are posting constantly, but not converting. You're launching offers that get little response, or you're feeling frustrated because you know your content is valuable. You are constantly thinking you need more followers, more visibility, or more content. Here's what I need you to understand: most offers don't fail because they're bad, they fail because they're unclear, misaligned, or overcomplicated. And we can often make our pain points that we're talking about too broad. You don't want to try to encapsulate everyone. You want to be very specific to those people so they see themselves in it. Because if everyone sees themselves and there's no emotional connection to it, they are not going to convert. So, what I want you to be really starting to think about is that when we talk about an offer, it's often what we have done is we've made it too broad. We try to help everyone. There's too many outcomes that will actually happen, and you're giving too many bonuses or modules. So, what I want you to do instead is you want to be more specific. You want to make sure that you're being really, really clear about where you are trying to go with that offer. Okay. So, because what ends up happening is without this clear offer, the content is all noise. It's the audience is staying confused, and buyers don't know the next step. Your audience needs a path to buy, not just another post to consume. So, what I want to make sure that you are doing is that you start to reframe how they feel. They need to be seen, understood, and certain you can help them solve the problem. Your messaging should make your audience think that's exactly how I feel. So, the biggest mistake, again, that we're talking about is that there when we're calling out pain points, we're talking about surface level problems instead of emotional and transformational problems. So, here's an example of weak messaging. You need help with consistency. Here's the reason it doesn't convert is it's too broad and it lacks emotion and specificity. Here's a stronger messaging for that exact same problem. You're showing up constantly, but it still feels like your business depends on whether Instagram decides to cooperate that day. It creates emotional recognition, specificity, relatability, and urgency. Your audience doesn't buy solutions to generic problems, they buy solutions to the frustrations keeping them stuck. And this is true across the board, no matter what your niche is, you have to start thinking about the solutions to the frustrations that are keeping them stuck. There's four layers of pain points that we want to talk about. So, first layer is the surface problem. They may be saying, I need more followers, I need more sales, I need better engagement, I need a closer relationship, I need more information on how to plan my trip. Here's the thing though: that is rarely the real issue. It isn't the surface level problem. The second layer is the functional problem. What's actually happening? They may, if it was going back to the consistency example that I gave you before, have no strategy, poor offer positioning, they lack systems, or they have unclear messaging. It's not that they need more followers, they need an offer that converts the audience they already have. And this is the same across the board when you are looking at your niche. What is the functional problem? The third layer is the emotional problem. This is what converts. How does that struggle make them feel? So are they feeling overwhelmed, frustrated, discouraged, embarrassed, stuck, exhausted? You're tired of working nonstop and still questioning whether this business will actually work. That right there is going deeper because, again, it's connecting to the emotional problem that they're having. The fourth layer, which is the deepest layer as far as why they will buy, is the identity problem. Who do they believe they are because of the struggle? So, examples might be maybe I'm not cut out for this. I should be further along by now. Why does everyone else make it look easier? If you're a relationship coach, why can't I keep a relationship? Why is everyone else my age married with kids? Why can't I find someone that understands me? Go deeper. It's that deeper that is going to really start to make that conversion happen because, again, it's about their identity and how they see themselves. This layer creates the strongest emotional connection and is where you need to be with your pain points. It's not just the surface level or even the functional problem. You have to go from the emotional into the identity. How do they see themselves? What negative way are they seeing themselves? And what problem do you solve for them in order for them to no longer see themselves that way? Now, if you are someone listening and you are wanting to get your offer out there, you want to be able to really do a deep dive of all of this. I want you to make sure that you sign up for the create your profitable offer in just 30 minutes. The free workshop that I'm offering May 19th, it starts at 11 a.m. Eastern. It will be done live, but there will be a replay. You can hop into the notes and make sure that you sign up. Now we're going to continue this conversation about pain points tomorrow, and we're going to do an deeper dive into how to find your audience real pain points.