Do you hate the idea of pressing on people's pain points?   Agitating the pain so that the only solution to make it stop is by giving you money?  I do too. It's gross. It's icky, and, unfortunately, it works.  But there's another way to talk about your clients' struggles and challenges without feeling like a big old sleazeball.  It's key to creating your minimum viable marketing message and ensuring your potential clients feel seen, heard, and valued.  So what is this alternative?  You'll just have to listen in to find out. In this episode, we  review what the hell messaging is and the voice of customer research  work to understand the pain your client is experiencing learn the three parts of the Problem Statement, including how to stop the “snake from eating its tail” problem