Before You Write That Next Subject Line or Hit “Send” on That Next Email: Understand the Difference Between Pain and Problem
Before you create that next ad headline or send your next email blast, take a moment to pause and consider the difference between a prospects pain and their problem.
Why?
Well, most local business owners market to pain. But if they really want more appointments, more foot traffic, and more sales, they need to market to the problem behind the pain.
Many folks can describe their pain, but not necessarily their problem.
It’s your job to show them what their REAL PROBLEM is…
So they can solve their problem and overcome their pain (situation)
Pain is generic while problem is specific.
When you know what the PROBLEM is, it’s easier to come up with a solution/offer.
What’s the Difference?
Pain is what your customer feels.
Problem is what’s causing that pain.
If you only talk about the pain, you stay generic. If you solve the problem, you become the no-brainer choice.
Look at this example for a Chiropractor:
Pain: My back is killing me.
Problem: I’ve been sitting at a desk 10 hours a day without proper posture or breaks.
Instead of this headline: “Sore Back? Book Now!”
Try: “Your desk job might be wrecking your spine—here’s what to do about it.”
Remember, your headline is not your call to action. We’ll discuss that in another article. Your headline should call their attention to their Problem.
Let’s look at a few more examples of the types of businesses that commonly advertise with me. These examples stay rooted in real problems that your prospects will recognize, and they naturally lead into education-based selling.
Jewelry Store
Pain: I never know what to buy for my wife.
Problem: You’re guessing instead of asking the right 3 questions.
Instead of: “Shop our latest collection!”
Try: “3 questions that guarantee you’ll pick the perfect piece (she’ll actually wear).”
Plumber
Pain: There’s water all over my floor.
Problem: A hidden pipe cracked because the home wasn’t winterized properly.
Instead of: “Leaky pipes? Call now!”
Try: “Prevent winter pipe damage with this simple 5-minute checklist.”
Hair Salon
Pain: My hair looks flat and lifeless.
Problem: You’re using drugstore shampoo that strips natural oils and builds residue.
Instead of: “Need a new style?”
Try: “The hidden reason your hair looks dull (and what to do about it).”
.
HVAC Tech
Pain: My house won’t stay cool.
Problem: Your system hasn’t been serviced in 3 years and your filter’s clogged.
Instead of: “A/C not working? Call now.”
Try: “Why your energy bill is high and your home is still hot.”
Dentist
Pain: My gums bleed when I brush.
Problem: You haven’t had a cleaning in over a year and plaque buildup is irritating your gums.
Instead of: “Bleeding gums? Book a cleaning today.”
Try: “If your gums bleed when brushing, it might be this one mistake-Here’s how to fix it before it gets worse.”
Auto Repair Shop
Pain: My car shakes when I drive on the highway.
Problem: Your tires are worn unevenly and your alignment is off.
Instead of: “Car trouble? Schedule a service.”
Try: “That shaky steering wheel? Here’s what it probably means—and how to stop it before it gets costly.”
Real Estate Agent
Pain: Our house has been listed for 90 days and still no offers.
Problem: It’s priced just slightly too high for the current market, and the photos aren’t grabbing attention online.
Instead of: “Ready to buy or sell a home?”
Try: “Why your home isn’t selling—and the 2 fixes that don’t cost you a dime.”
Auto Dealership
Pain: My monthly car payment is killing me.
Problem: You’re locked into a high-interest loan and didn’t know you had better financing options.
Instead of: “Trade in your vehicle today!”
Try: “Stuck in a high car payment? Here’s how WNY drivers are lowering their monthly cost without downgrading their ride.”
Bike Shop (selling pro cycling shoes)
Pain: My feet go numb halfway through long rides.
Problem: You’re using entry-level shoes that don’t offer proper foot support or stiffness for power transfer.
Instead of: “New shoes just dropped—shop now!”
Try: “If your feet go numb during long rides, it’s probably not the socks. Here’s what serious cyclists wear instead.”
Why This Matters
Most customers know something’s wrong, but they can’t name it.
They feel the pain. It’s your job to identify the problem—and show them you know how to fix it.
When your message targets the real issue, your email becomes helpful instead of salesy.
What to Consider Before You Writing Your Next Title or Subject Line…
Ask yourself these 3 questions:
What’s the pain my target customer is feeling? (who is the ad for?)
What specific, root-level problem is causing that pain?
Can I help them solve the problem, not just soothe the pain?
If your message addresses the real problem, you have a good offer, and a strong call to action, you’ll earn trust, open more conversations, and ultimately, win more business.
Next Steps
If you’re a local business owner creating ads, sending emails, or posting on social, and not getting the response you hoped for—it might be because you’re speaking to your customer’s pain, not their actual problem.
The good news? Once you spot the difference, your message becomes more specific, more helpful, and way more effective.
If you’d like help figuring out what problem your business really solves—and how to say it in a way that gets attention, I’d be happy to brainstorm with you.
Schedule a quick call and let’s make your next email, ad, or postcard the one that actually works.
