Identify the problems your customer faces—external, internal, and philosophical. Then define the villain behind those problems. This is where we build empathy and create the tension that makes your story compelling.
People don't buy solutions to problems they don't think they have. Your job is to name the problem so clearly that customers think "yes, that's exactly my situation." Once they see the problem, they're ready to hear your solution.
Most businesses skim the surface—"people need accounting help." That's not a problem, that's a category. A problem is "you're paying $6,000 too much in taxes because your accountant just files returns instead of building strategy." Be specific.
Problem identification becomes your "before state" messaging, your pain point content, your ad hooks, your empathy statements. Get this wrong and people don't see themselves in your messaging.
Fill out the GHL form. Do NOT use ChatGPT for these answers. AI gives generic problems. I need YOUR observation of what customers actually struggle with. Real language, real pain.
Yes, we'll workshop this. I'll push you to go from surface problems to root problems. But show up with your thinking first so we're refining, not discovering from scratch.
Your basic site probably focused on solutions. This process builds the problem context that makes solutions matter. Nobody cares about your solution until they feel the pain of their problem.
I know how to dig for deeper problems. But you've seen hundreds of customers struggle with the same issues. You know what keeps them up at night. Document what you've observed.
What we're looking for: The external problem. The practical, tangible thing that's not working.
Why it matters: This is the obvious problem everyone can see. It's the starting point for all messaging.
Contractor example: "Their master bathroom is cramped, outdated, has one sink for two people, poor lighting, insufficient storage, and a shower that's falling apart."
Accountant example: "Their books are a mess—transactions uncategorized, accounts not reconciled, no separation between personal and business expenses, no idea if they're actually profitable."
Be concrete: Not "they need help." What specifically isn't working? Name the broken thing.
What we're looking for: The external force causing the problem. Not the customer's fault—blame something or someone else.
Why it matters: Villains create stories. Every compelling story has an antagonist. Your customer is fighting against something. Name it.
Contractor examples:"The builder who designed this house in 1987 when 'builder grade' meant cheap and functional, not livable.""The previous homeowner who did DIY repairs that look okay but are disasters waiting to happen.""The production builder mentality that treats homes like commodities instead of spaces where families actually live."
Accountant examples:"The tax prep industry that trains accountants to file returns, not build strategy. You're leaving money on the table because your CPA was taught to be a historian, not a strategist.""The software companies that promise QuickBooks is 'easy' when the truth is bookkeeping requires expertise. They sold you software without support.""The myth that 'you should do your own bookkeeping to save money' when the reality is it's costing you $30K a year in missed deductions and lost time."
Villain characteristics: External (not the customer's fault), relatable (customer recognizes it), singular (one clear antagonist).
What we're looking for: The internal problem. How does this external problem make them feel? Frustrated? Embarrassed? Overwhelmed? Stuck?
Why it matters: People buy to resolve internal frustration more than external problems. The cramped bathroom is annoying. The feeling of fighting with your spouse every morning is what drives the buying decision.
Contractor example: "They feel frustrated that they're bumping into each other every morning. Embarrassed when guests use their outdated bathroom. Stuck because they don't know who to trust after hearing nightmare contractor stories. They wonder why they haven't fixed this yet when they can afford it."
Accountant example: "They feel overwhelmed by financial chaos—too many tools, too much data, no clarity. Anxious making big decisions without real numbers. Embarrassed that they're running a successful business but can't answer 'are we profitable?' Frustrated that they're working 70 hours a week but don't know where the money is going."
Emotion words: Frustrated, overwhelmed, anxious, embarrassed, stuck, confused, exhausted, worried, stressed.
What we're looking for: The philosophical problem. The injustice. The "this shouldn't be this way" statement that reveals why this problem matters beyond practicality.
Why it matters: Philosophical problems create moral dimension. You're not just fixing bathrooms or doing books—you're fighting against an injustice.
Contractor example: "It's fundamentally wrong that homeowners get taken advantage of by contractors who hide behind change orders, miss deadlines, and deliver subpar work because they know most people don't understand construction. Families deserve honesty, craftsmanship, and someone who treats their home like it matters."
Accountant example: "It's fundamentally wrong that small business owners work 70-hour weeks building something valuable but keep getting punished with high taxes and chaos because nobody taught them financial infrastructure. If big companies get CFOs and tax strategy, small businesses deserve the same level of financial support."
The formula: "It's fundamentally wrong that [customer type] suffers [problem] because [villain/system]."
Problems create tension. Tension creates engagement. Generic problems create generic messaging. Specific problems—external, internal, philosophical—create compelling stories that customers recognize themselves in. Don't use AI. Use your eyes. What do you see customers struggling with every single day?
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