The third step in creating a sales message is to enter any pain points, problems, or challenges that the selected product or service can make go away for the selected target buyer type. This step can be easier after brainstorming the value points because, for each value point, there is often 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 helps to reduce the amount of time and effort that it takes to complete a process, prospects that are not using your product often may find that process to time-consuming and difficult.
The Pain Points page of the sales message builder brings over all of the answers entered on the Value Points page and displays an answer box for each answer giving the user a place to either enter an answer that is the opposite of the value point or enter a new pain point.