top of page

Let's talk about pain points

Let's talk about pain points for a bit, shall we?

So often in the coaching, healing and wellness industry, I hear talk on both sides of the fence about selling to pain points... the good, the bad, and the ugly.

Now, I'm not here to dis anyone or make them feel bad for the way that they may have marketed in the past. Heck, I've had some shockers over the years! What I really want, is to challenge some of the ideologies that you may have heard or maybe even implemented in your business yourself.

There are 2 main, vocal camps:

  1. The pain-point sellers: whose selling strategy focuses only on the pain points of their audience

  2. The pain-point rejecters: whose selling strategy focuses only on the inspiration and desires of their audience.

I want to propose that there's a strong need to sit somewhere in the middle and address both frustrations and desires.

The pain-point sellers take no prisoners. They go all-in on driving the knife and giving it twist. The pain-point rejectors are the love and lighters of marketing, emotionally bypassing their audience's frustrations.

I say it often, and I'll say it again. You get to run your business in a way that is in alignment with your soul. If that means using either of these strategies then I'm not here to tell you to do things differently. I'm all for strategies that work and both of these do.

What I am here for though is to encourage you to take a step back and witness your ideal clients in their wholeness. And by that I mean really seeing them. Seeing their frustrations, seeing their desires, seeing their pain and seeing their pleasure. Taking the time to deepen your relationship with your audience by understanding them more deeply and more wholely.

When you take the time to do this, you can take a step further by creating content that speaks to ALL of your client. Their desires and their frustrations. Try it on for size and see how it feels. I promise that you can do it in a soulful way.... just like writing and talking to a best friend when they share their struggles with you. You'll find the words and to your soulmate client, it will be music to their ears.

It's important to remember that your ideal client isn't going to buy from you just because you marketed to them. They were already searching for inspiration or for a solution to their problem. Seeing all of them will validate their wants AND their woes and create a soulful connection between you and the right people.

If you'd like to spend some time sitting with the pleasure and the pain points of your ideal clients, my Notes to Niching Workbook will guide you to dive deeper. You can grab your copy at

Or listen to my podcast episode on selling to pain points HERE.

bottom of page