Episode 12 | Why Pain Point Marketing Isn't Enough: The Identity-First Messaging System That Makes Buyers Chase You
Apple Podcasts | Spotify
You crafted what you thought was the perfect pain point content. Really dug into their struggle, showed them you understand their problem, validated their pain.
And then... crickets. Or worse - great engagement, but zero sales.
Here's what nobody's telling you: pain point marketing isn't just failing to convert anymore. It's actually training your audience to be professional tire kickers. Buyers are more sophisticated now. What worked three years ago is creating comparison shoppers instead of committed buyers.
Meanwhile, there are coaches who post about their offer once and get flooded with DMs asking "How do I work with you?" and "Where do I sign up?" Same market, same platform - completely different results.
The difference? They're not dwelling in the pain. They're leading with identity.
In this episode of Launch Confidential, Taylor and Diana break down exactly why pain-focused messaging is killing conversions and prolonging your sales cycles - and introduce their three-layer messaging system that flips the script entirely. This is the framework they use with every client, in every launch, across every piece of content.
KEY MOMENTS
01:51 - Why pain point marketing is keeping you broke (and training your audience to be indecisive)
04:11 - What pain point marketing is actually costing you in sales cycle length
05:44 - Introducing identity-first marketing: the three-layer messaging system
07:37 - Desire - the bridge from pain to transformation (and painting the picture of possibility)
10:42 - Identity - speaking to who they're becoming (not just what they want)
19:29 - Real examples: pain-first vs identity-first messaging (same topic, completely different results)
20:57 - How to implement this: the three-question check system for every piece of content
22:13 - Your homework: audit your last three posts through the identity-first lens
24:16 - The big takeaway: pain point marketing isn't wrong, it's just incomplete
CONNECT + RESOURCES
We’ll be adding links to our favorite tools, trainings, and launch resources here as the podcast grows. For now, come hang out with us:
📝 → Take the free quiz to diagnose your launch system: launchbabes.com/quiz
ABOUT DIANA TORONTO AND TAYLOR MARKS
Launch Confidential is hosted by Taylor Marks and Diana Toronto, marketing strategists and former six-figure agency owners who spent years helping coaches and course creators scale with conversion-focused funnels, strategies, and ad campaigns.
As co-founders of Launch Babes, they’ve turned their deep, in-the-trenches knowledge and expertise into practical, repeatable frameworks that make effective marketing possible without an agency.
Taylor and Diana are on a mission to equip women with the tools they need to launch smarter and scale sustainably - without burnout.
This show is for coaches and course creators ready for the business they imagined when they started - one that thrives whether they’re on their laptop or on the beach and keeps selling year-round, not just during launch week.
Launch Confidential is their new source for strategies and systems that just WORK.
ABOUT LAUNCH CONFIDENTIAL
Launch Confidential is the podcast for online coaches stuck in the messy middle—brilliant offers, a few launches under your belt, but results that feel like a rollercoaster you can’t get off.
Hosted by Diana Toronto and Taylor Marks, co-founders of Launch Babes and former launch strategists behind multi–six-figure campaigns, this is where you stop guessing and start building a sales ecosystem you can trust, with weekly strategies and belief shifts to make launches predictable, repeatable, and a whole lot more profitable.
