The job of your business is to reduce or eliminate your customers’ pain. 

The more time you talk about their pain in your marketing, the more effective your marketing will be. 

Let your customers know you care about their pain, you understand their pain and you know how to fix their pain. 

If you do that, your customers will feel you’re talking directly to them and your marketing will really catch their eye. 

Your customers are willing to spend money to fix their pain, so the more you talk about it in your marketing, the more likely they are to spend that money with you.