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Is Pain Point Marketing Dead—or Are You Just Talking to the Wrong Person?
There’s a narrative gaining traction online: “Pain point marketing is manipulative.” Or worse: “It’s dead.”
But before you completely stop talking about pain points, let’s pause. Because pain point marketing isn’t the problem—it’s who you’re aiming it at.
Wait, Are You Speaking to the Right Person?
Many entrepreneurs make the mistake of addressing the wrong kind of pain. Not because their offer is wrong—but because their messaging is aimed at people who are either unaware they have a problem, or worse, totally unmotivated to fix it.
There’s a big difference between someone complaining about a problem and someone actively looking to solve it.
The Awareness Journey (and Why It Matters)
Marketing legend Eugene Schwartz outlined 5 stages of buyer awareness:
- Unaware
- Problem aware
- Solution aware
- Product aware
- Most aware
But I have another category I’ve created after working with more than 100 clients and students on their messaging and pre-launch strategy: Situation aware—people looking for the wrong solution to the right problem.
And here’s the truth: every one of those awareness levels requires a different message. Speak to the wrong level, and even a great offer will fall flat.
So, What’s Actually Wrong With “Pain” in Marketing?
Nothing—if you use it right.
Empathetic, ethical marketing doesn’t twist the knife. It makes people feel seen. It says, “I get it. I’ve been there. And I know what works.”
The real danger isn’t in addressing pain. It’s in:
- Speaking to ambivalent buyers who aren’t ready to act
- Solving problems too soon (aka “content that educates your audience out of hiring you”)
- Missing the hidden motivations, objections, and desires of your perfect-fit client
Yes—even selling sweaters, candles, or hobby courses involves micro-pain. People want to feel confident, stylish, connected, and fulfilled. That’s where their buying decisions come from.
Want Your Pre-Launch Messaging to Convert?
Start by asking:
- Where is my perfect-fit client on the awareness journey?
- What kind of pain are they already motivated to solve?
- Am I giving away the solution too soon?
When you speak to the right pain, for the right person, at the right time? That’s when marketing clicks and launches start to feel easier.
Ready to master this? Check out the Pre-Launch Plan Program and start planning content that connects and sells!
Next Steps:
- Let’s work together! Book a strategy call
- Join the Behind the Launch Facebook Group
- Connect on Instagram
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Thanks for Listening!
Brenna
