The third step in creating a sales message is to list any pain points, problems, or challenges that the selected product or service can eliminate for the selected target buyer type. This step can be easier after brainstorming the value points because each value point often corresponds to a pain point that is reduced or eliminated.
In one way, for every value point, there is an inversely correlated (opposite). For example, if your product reduces the time and effort required to complete a process, prospects who are not using your product may find the process too time-consuming and difficult.
The Pain Points page of the sales message builder pulls in all the answers from the Value Points page and displays an answer box for each, giving the user a place to either enter an answer that is the opposite of the value point or a new pain point.
