The Problem With Pain Point Marketing in Your Copy (and How to Fix It)
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If you’ve been in the online business space for more than five minutes, you’ve probably done some version of the “ideal client avatar” exercise. Pain point marketing usually sneaks in here, focusing more on demographics and surface-level problems instead of the transformation your client actually wants.
The ICA exercise usually ends up like this:
“Her name is Amanda. She’s 37, makes six figures, is married, and drinks oat milk lattes. Her problem is that she feels overwhelmed about _____.”
Cute. But useless.
Because your clients aren’t buying from you based on their demographics. They’re buying based on their problems, desired solutions, and transformations.
In this episode, I walk you through using pain point marketing in your copywriting (the right way) and how to define your ideal client in a way that makes your copy irresistible.
Why Traditional Ideal Client and Pain Point Marketing Falls Flat
When copy leans too hard on pain points, it often feels heavy, unmotivating, and disconnected from the transformation that people actually want.
Traditional ICA exercises stop at surface-level facts and pain points. You end up with:
A long list of problems.
Demographic stats.
Psychographics pulled from thin air.
And when you write from that? Your copy feels so Debbie Downer and is far from motivating your ideal clients. It sounds like you’re writing to a made-up person… because you are.
A Better Ideal Client Exercise: The Three-Column Method
This exercise helps shift your messaging from problem-focused copy → transformation-focused copy.
Instead of building a fictional persona, think about your last 3 ‘omg I love you’ clients. The clients who paid you well and had the best outcomes from working with you.
Then, do this exercise:
Grab a piece of paper and fold it into thirds.
Column One: Problems
Write down every problem your client faces. Think beyond what you help with, and go deeper. If they struggle with something, ask yourself where that challenge comes from.Column Two: Ideal Solutions
For each problem, list the possible solutions they think will help – even if it’s not what you provide. This step matters because it gets you out of your own head and into theirs.Column Three: Transformation
Now circle the solutions you do provide. Draw a line from each solution you provide to column three and ask: What happens after they get this solution?
This third column is where the magic happens. That’s because this is the transformation that you can provide them. These are your selling points - transformations, not problems.
Where to Use Transformations in Your Copy
Once you’ve nailed your client’s desired transformation, your copy becomes clearer, more confident, and easier to write.
Then, you can weave it into:
Headlines → “Create financial freedom from home” beats “Learn to build an online course.”
Calls to Action → “Make money from home” is stronger than “Yes, please.”
Subject Lines & Emails → Lead with outcomes like “The last time you’ll ever buy diapers”, not features “I’ll teach you how to potty train”.
Sales Pages → Your above-the-fold section should scream transformation, not make them want to scream because of the pain points.
The Goal: Copy That Feels Like a Kiss on the Forehead
When your ideal client reads your copy, you want them to feel seen, understood, and motivated to work with you.
Pain points alone won’t get you there. Transformations will. Because people want to believe you can take them somewhere better.
👉 Up next: How to Know If You’re Too Close to Your Own Messaging – because sometimes, clarity requires stepping back.
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