Copy Quick Tip | Put a Spin on Pain Points

Pain points are part of every good copywriting template or formula. Why? Because they make people feel an emotion. They get people thinking about a problem. They mentally prepare people to learn about your solution. 

But nobody likes to feel called out. 

The classic style of writing pain points is to use "you." For example...

• Do you drag yourself out of bed in the morning only after hitting snooze five times?
• Do you reach for a coffee or candy bar just to keep you going until lunch?
• Do you crash after work, despite your best intentions to make it to the gym?

But sometimes this style of using "you" can feel icky. People may read these bullet points and feel like they are being called out for being a certain way or for making bad decisions.  

If you've ever felt like the pain points section of your copy just didn't feel right, you're going to love this copy tip.  

✏️ Copy Quick Tip ✏️

 Spin the pain points to the third person.

Here's what I mean. 

Instead of addressing the reader as "you," preface the pain points by saying that these are common things you hear from your clients. 

Here's how we could spin the above pain points.

Lots of clients come to me saying things like...

• They drag themselves out of bed in the morning only after hitting snooze five times.
• They reach for a coffee or candy bar just to keep their energy going until lunch.
• They crash after work, despite their best intentions to make it to the gym. 

Do you see how different these bullet points sound?

These pain points still succeed at getting people to feel emotion, tap into a problem, and be ready for a solution—but without calling anybody out! 

The goal is to paint a picture so that your readers can see themselves in that painting. 

And That's Your Copy Quick Tip!

Copywriting is one of the most valuable skills you can learn as an entrepreneur. Once a week, I drop a tip to help health & wellness practitioners level up their copywriting skills.