Pain Statement
Your 30-second commercial must get their attention as soon as possible. Discuss the pains and circumstances of current and past clients you’ve helped. Pain can include goals, challenges, or problems. Initially share two to three pains.
The pain statement is structured, like so:
I work with [people/companies/organizations] that are [facing a challenge in pursuit of an outcome] and are… [not making progress/falling short/hitting a roadblock].