PAINKILLER by Katelyn Bourgoin

Introduction

PAINKILLER is a comprehensive messaging system created by Katelyn Bourgoin, founder of Customer Camp and creator of the Why We Buy newsletter with over 63,000 subscribers. Designed specifically for time-crunched online entrepreneurs, this course teaches you how to craft persuasive messaging that transforms products from “nice-to-have vitamins” into “must-have painkillers” using buyer psychology and voice-of-customer research. The program includes 20 video lessons, 43 downloadable PDFs, and hands-on exercises across multiple modules covering positioning, competitive analysis, research methods, and messaging strategy.

Here's What You Get

📊 Course Stats:

20 video lessons | 43 downloadable PDFs | 2 documents | 4 images | 3 spreadsheets | 2h 33m 23s of video content | 646,11 MB total

✅ Core Video Training: 20 comprehensive lessons covering messaging fundamentals, pain-driven positioning, competitive analysis, buyer research methods, and painkiller messaging frameworks

✅ Complete Workbook System: 43 PDF guides including lesson transcripts, exercises, tutorials, and reference materials for every module

✅ Data Analysis Tools: Pre-built spreadsheets including the Data Injection Sheet, Buyer Brain framework, and Customer Ranking Scorecard

✅ Messaging Strategy Template: Editable PowerPoint template for building your complete PAINKILLER messaging strategy

✅ Research Bots & Tutorials: Step-by-step tutorials for search mining, review mining, comment mining, voice-of-customer mining, and automatic data analysis with the Buyer-isms Bot

✅ Copywriting Formulas: 13 bulletproof copywriting formulas for applying your painkiller messaging across different formats

✅ Real-World Examples: Templates and examples for hero messages, emails, ads, social media posts, and cold outreach

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✅ Verified Content — Every module and resource included exactly as listed, or your money back

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What You Will Learn in PAINKILLER

✅ The Vitamins vs. PAINKILLERS Framework — Master the behavioral science behind why people delay buying “nice-to-have” solutions and urgently seek “must-have” painkillers, then position your product accordingly

✅ Pain-Amplification Messaging — Learn specific techniques to make your messaging “ouchier” by identifying and articulating the real pain points your product solves

✅ Real Competitor Identification — Use Katelyn's framework to identify your actual competitors (not just obvious category players) by understanding what buyers hire to get their job done

✅ Fast-As-F*ck Research Methods — Implement time-efficient customer research techniques including search mining, review mining, comment mining, and voice-of-customer analysis

✅ Jobs-to-be-Done Positioning — Apply JTBD methodology to understand what jobs your buyers need to do and position your product as the best tool for that job

✅ Product Category Selection — Strategically choose or create your product category to win in the marketplace using proven positioning frameworks

✅ The 3 Ps of Pitching — Master the three essential elements of persuasive messaging that turn browsers into buyers

✅ Buyer-Centric Research Mining — Use the included Buyer-isms Bot and manual analysis tutorials to extract authentic customer language from reviews, testimonials, comments, and support tickets

✅ Six-Part Messaging Strategy — Build your complete messaging strategy covering positioning, active ingredients, your ONE thing, and painkiller punch

✅ Opinionated Product Positioning — Learn why products should take a strong point of view and how to identify and communicate your product's POV

✅ Channel-Specific Copywriting — Apply your painkiller messaging to websites, emails, ads, social media, and cold outreach using proven formulas

✅ Data-Driven Messaging Decisions — Use the Customer Ranking Scorecard to prioritize which customer segments to target with your messaging

Who Should Take PAINKILLER?

• Founders struggling to differentiate — You've built a solid product but can't articulate what makes you different from competitors. PAINKILLER teaches you how to identify your real competitors (not just category players) and position your product to win using Katelyn's competitive analysis framework and Jobs-to-be-Done methodology.

• Copywriters facing the blank page — You know your client's product inside-out but struggle to write messaging that converts. This course provides the Fast-As-F*ck Research Methods (search mining, review mining, voice-of-customer analysis) and 13 bulletproof copywriting formulas to extract authentic buyer language and turn it into persuasive copy.

• Marketing managers with generic messaging — Your website says you're “innovative,” “comprehensive,” and “easy to use” just like every competitor. PAINKILLER shows you how to craft an opinionated product POV, identify your “active ingredients,” and build messaging that makes prospects feel the pain your product eliminates.

• Entrepreneurs who've bought courses before — You're tired of marketing courses with fluff theory and zero actionable frameworks. This program delivers hands-on exercises, pre-built tools (Data Injection Sheet, Buyer Brain spreadsheet, Customer Ranking Scorecard), and step-by-step tutorials you can implement the same day.

• Time-strapped business owners avoiding customer research — You know you should talk to customers but don't have time for lengthy interviews. Katelyn's Fast-As-F*ck Research Methods let you mine existing data sources (reviews, support tickets, social comments) to understand buyer psychology without scheduling a single interview.

• Product teams with low conversion rates — Traffic is coming to your site but visitors aren't buying. The course teaches you how to transform “vitamin” messaging (nice-to-have) into “painkiller” messaging (must-have-now) by amplifying pain points and matching your solution to urgent jobs-to-be-done.

Complete Curriculum Breakdown

Getting Started

Orientation and preparation for implementing the PAINKILLER system effectively.

• Start Here (Seriously) — Course overview, learning objectives, and how to get maximum value from the program
• Exercise: Block Out Your Calendar — Time-blocking strategy to ensure you complete the course and implement your findings
• Full List of Resources — Complete directory of all tools, templates, bots, and materials included
• Full List of Bots — Overview of automated research tools and how to use them for data mining

Module 1: Messaging Foundations

Understanding what messaging really is and why most companies get it wrong.

• Messaging ‘Isn't' Copy — The critical distinction between messaging strategy and copywriting
• Why Products Should Be Opinionated — How taking a strong stance differentiates you in crowded markets
• Exercise: Your Product's POV — Define your product's unique point of view and stance
• 📕 Included resources: Lesson PDFs and exercise worksheets

Module 2: The Power of Pain

Learn why pain-driven messaging outperforms benefit-focused marketing.

• The Power of Pain — The psychology behind why people seek painkillers faster than vitamins
• Vitamins vs. PAINKILLERS — Deep dive into the behavioral science of urgent vs. delayed purchases
• Exercise: Make It Ouchier — Techniques to amplify pain points in your messaging without manipulation
• 📕 Included resources: Vitamins vs. PAINKILLERS framework PDF, exercise worksheets

Module 3: Competitive Positioning

Identify your real competitors and position to win.

• Scope Out Your ‘Real' Competitors — How to identify what buyers actually compare you to (not just category competitors)
• Exercise: List Your ‘Real' Competitors — Map your competitive landscape based on jobs-to-be-done
• BONUS: How To Identify Your ‘Real' Competitors — Extended tutorial on competitive analysis
• Exercise: Do Blazing Fast Competitive Analysis — Rapid competitive research methodology
• 📕 Included resources: Competitive analysis frameworks and worksheets

Module 4: Strategic Positioning

Build positioning that makes your product the obvious choice.

• How To Position Your Product To Win — Strategic positioning frameworks based on customer jobs
• Choosing Your Product Category — Category selection strategy to dominate your niche
• Exercise: Your Product Positioning — Complete positioning statement development
• 📕 Included resources: Positioning templates and category selection guides

Module 5: Understanding Your Buyer

Identify and understand your best-fit customers.

• What Jobs Do Your Buyers Need To Do? — Jobs-to-be-Done framework application
• How To Identify Your Best-Fit Buyers — Customer segmentation based on urgency and fit
• Exercise: Your Best-Fit Buyer — Define your ideal customer profile using JTBD methodology
• 📕 Included resources: Buyer identification frameworks, Customer Ranking Scorecard spreadsheet

Module 6: Fast Research Methods

Time-efficient customer research that doesn't require interviews.

• Fast-As-F*ck Research Methods — Overview of rapid voice-of-customer research techniques
• Exercise: Choose Your Fast-As-F*ck Research Methods — Select research methods for your business
• Tutorial: Search Mining — Extract buyer insights from Google search queries and autocomplete
• Tutorial: Review or Testimonial Mining — Mine competitor reviews and testimonials for buyer language
• Tutorial: Comment Mining — Extract insights from social media comments and forum discussions
• Tutorial: Voice-of-Customer Mining — Analyze support tickets, sales calls, and customer feedback
• AUTOMATIC Data Analysis (Review or Testimonial Mining) — Use the Buyer-isms Bot for automated analysis
• MANUAL Data Analysis — Step-by-step manual analysis when automation isn't suitable
• Buyer-isms Bot Tutorial — Complete walkthrough of the automated research bot
• Reviews or Testimonial Mining Tutorial — Hands-on tutorial for review mining
• VOC + Comment Mining Tutorial — Voice-of-customer and comment analysis walkthrough
• Search Mining Tutorial — Step-by-step search mining implementation
• Feature Tour: Multipage Scrape — How to scrape multiple review pages efficiently
• Filtering by Star Rating — Analyzing reviews by rating for deeper insights
• 📕 Included resources: Research templates, Data Injection Sheet spreadsheet, tutorial PDFs

Module 7: Crafting Painkiller Messaging

Transform research insights into persuasive messaging.

• Elements of a Painkiller Message — The six components of messaging that drives urgency
• Crafting Potent and Persuasive Messaging that Sells — Complete messaging development process
• Exercise: Concoct Your Product Messaging Strategy — Build your six-part messaging strategy
• Cementing Your Product Positioning (Part 3 – Messaging Strategy) — Positioning integration
• Choosing Your Active Ingredients & Your ONE Thing (Part 4 – Messaging Strategy) — Feature prioritization
• Crafting Your Painkiller Punch (Part 6 – Messaging Strategy) — Final messaging assembly
• 📕 Included resources: Messaging Strategy PowerPoint template, worksheets, Final PAINKILLER Workbook

Module 8: Pitching & Application

Apply your messaging across channels and formats.

• The 3 Ps of Pitching — Problem, Promise, and Proof framework for persuasive communication
• Exercise: Choose Copy to Revamp and Test — Identify messaging to improve with your new strategy
• BONUS: 13 Bulletproof Copywriting Formulas — Proven formulas for different copy contexts
• Hero Message (Website) — Apply painkiller messaging to homepage and landing pages
• Email — Email copywriting with painkiller messaging
• Ad — Paid advertising copy that drives urgency
• Social Media Post — Social content that captures attention
• Cold DM or Cold Email — Outreach messaging that gets responses
• 📕 Included resources: 13 Bulletproof Copywriting Formulas document, channel-specific templates

Bonus Section: Community & Incentives

Additional opportunities and resources.

• Share a pic for a chance to win ($4,800 value) — Community engagement incentive
• Leave a review to get your free bonuses now — Bonus unlock instructions
• Earn $125 per referral — Referral program details
• Thanks for leaving a review! — Bonus delivery

Bonus Materials Included

✅ The Buyer Brain Spreadsheet — Pre-built Excel tool for mapping customer psychology and decision triggers

✅ Data Injection Sheet — Structured spreadsheet for organizing and analyzing customer research data

✅ Customer Ranking Scorecard — Excel scorecard to prioritize which customer segments to target first

✅ PAINKILLER Messaging Strategy Template — Complete PowerPoint template for building your messaging architecture

✅ Final PAINKILLER Workbook — Comprehensive Word document consolidating all exercises and frameworks

✅ 13 Bulletproof Copywriting Formulas — Reference document with proven copy formulas for every channel

✅ Buyer-isms Bot Access — Automated tool for extracting buyer language from reviews and testimonials

About Katelyn Bourgoin

Katelyn Bourgoin is a three-time founder turned growth strategist who specializes in buyer psychology and customer-centric marketing. After launching multiple companies including a fashion tech startup, an online marketplace, and a venture-backed professional network, she founded Customer Camp in 2020 to help teams make smarter marketing decisions using behavioral science and Jobs-to-be-Done methodology.

Verified Credentials:

✅ Named “Influential Entrepreneur” by Forbes — Recognized as one of Forbes' top entrepreneurs and one of the “Top 20 Wonder Women of SaaS Marketing and Growth”

✅ Why We Buy Newsletter Creator — Built a buyer psychology newsletter to over 63,000 subscribers that generated over $1 million in revenue in 2024 alone, with $750,000 in 2023 and $425,000 in a single 90-day period

✅ Founder & CEO of Customer Camp — Leads the company teaching 280,000+ people how to unlock hidden buying triggers through customer research and behavioral psychology

✅ Nicknamed “The Customer Whisperer” — Recognized for her expertise in translating customer research into actionable marketing strategies

✅ Featured in Major Media — Published and featured in Inc., HuffPost, Bustle, CBC, CTV, and Global TV for her expertise in marketing and entrepreneurship

✅ Social Media Authority — Built a combined following of over 200,000 across LinkedIn and Twitter (X) sharing daily insights on buyer psychology

✅ Creator of The Trigger Technique — Developed a proprietary framework for extracting four critical pieces of buyer information: purchase triggers, jobs-to-be-done, pain points with alternatives, and selfish desires

✅ Trained in Jobs-to-be-Done Methodology — Formally trained in JTBD philosophy by Forget the Funnel, which became the foundation for her customer research approach

✅ Former Agency Owner — Built and successfully sold a consulting company, bringing real-world entrepreneurial experience to her teaching

What Problems Does PAINKILLER Solve?

“I know my product is good but I can't explain why someone should choose us over competitors” — The course teaches you how to identify your real competitors using Jobs-to-be-Done methodology, then position against what buyers actually hire to solve their problem. Module 3's competitive analysis framework helps you map the competitive landscape based on customer jobs, not just feature comparisons, so you can articulate your unique position clearly.

“My messaging is full of generic buzzwords like ‘innovative' and ‘easy-to-use' that could describe any product in my category” — PAINKILLER shows you how to mine authentic customer language through Fast-As-F*ck Research Methods (search mining, review mining, voice-of-customer analysis). The included Buyer-isms Bot and Data Injection Sheet help you extract the specific words, phrases, and pain points your buyers actually use, replacing generic copy with resonant messaging.

“I spend days staring at a blank page trying to write copy that converts” — Module 7 provides a six-part messaging strategy framework and Module 8 delivers 13 bulletproof copywriting formulas for every channel. Instead of starting from scratch, you'll have structured templates for hero messages, emails, ads, social posts, and cold outreach that you can populate with your research-backed insights.

“I don't have time to do proper customer research with interviews and surveys” — The Fast-As-F*ck Research Methods in Module 6 teach you how to mine existing data sources (competitor reviews, Amazon testimonials, Reddit threads, support tickets, social comments) to understand buyer psychology without scheduling a single interview. Katelyn's tutorials show you exactly where to look and what to extract.

“My website traffic is decent but conversion rates are terrible” — The Vitamins vs. PAINKILLERS framework in Module 2 explains the behavioral science behind why buyers delay “nice-to-have” purchases and urgently seek “must-have” solutions. You'll learn specific techniques to amplify pain points, create urgency, and position your product as the painkiller buyers need now, not the vitamin they'll consider later.

“I've tried multiple messaging angles but nothing seems to resonate with my audience” — The course teaches you how to identify your best-fit buyers in Module 5 using the Customer Ranking Scorecard, then match your messaging to the specific jobs they're hiring your product to do. By aligning your message with urgent customer jobs rather than generic benefits, you'll finally create messaging that connects.

“I don't know if I should focus on features, benefits, or transformation in my messaging” — Module 7's “Active Ingredients & Your ONE Thing” framework teaches you how to prioritize what to emphasize in your messaging based on what your best-fit buyers actually care about. The messaging strategy template guides you through choosing your positioning, proof points, and primary message systematically.

What Makes PAINKILLER Different

• Behavioral Science Foundation — Unlike generic marketing courses, PAINKILLER is built on validated buyer psychology research and the Jobs-to-be-Done framework. Katelyn translates academic concepts like loss aversion, urgency triggers, and decision-making heuristics into practical messaging techniques you can implement immediately.

• The Fast-As-F*ck Research Methods — Most courses tell you to “do customer research” without showing you how. PAINKILLER provides specific, time-efficient techniques (search mining, review mining, comment mining, VOC mining) that don't require interviewing customers. The included Buyer-isms Bot automates analysis, and tutorials show you exactly which websites to mine and what data to extract.

• Complete Tool Suite Included — You don't just get theory; you get working tools: the Data Injection Sheet for organizing research, the Buyer Brain spreadsheet for mapping psychology, the Customer Ranking Scorecard for prioritization, the Messaging Strategy PowerPoint template, and the Final PAINKILLER Workbook. These pre-built tools eliminate the “what do I do with this information” problem.

• The Trigger Technique Framework — Katelyn's proprietary method extracts four critical pieces of buyer information (purchase triggers, jobs-to-be-done, pain points with alternatives, selfish desires) that most marketers miss. This framework goes beyond surface-level demographics to understand the psychological and situational factors that drive purchases.

• Channel-Agnostic Messaging System — Rather than teaching you to write better Facebook ads or email subject lines, PAINKILLER teaches you to build a core messaging strategy that works across all channels. Module 8 then shows you how to adapt your painkiller messaging to websites, emails, ads, social media, and cold outreach using proven formulas.

Frequently Asked Questions About PAINKILLER

What is PAINKILLER about?

PAINKILLER is a messaging course that teaches entrepreneurs and marketers how to craft persuasive messaging using buyer psychology and voice-of-customer research. Created by Katelyn Bourgoin, founder of Customer Camp and the Why We Buy newsletter, the course focuses on transforming generic “vitamin” messaging into urgent “painkiller” messaging that drives conversions by understanding what jobs buyers need to do and the pain points they're experiencing.

Who created PAINKILLER?

Katelyn Bourgoin, a three-time founder and CEO of Customer Camp, created PAINKILLER. Named an “influential entrepreneur” by Forbes and recognized as one of the “Top 20 Wonder Women of SaaS Marketing and Growth,” Katelyn built the Why We Buy newsletter to over 63,000 subscribers and teaches 280,000+ people about buyer psychology. She's formally trained in Jobs-to-be-Done methodology and has been featured in Inc., HuffPost, and major media outlets for her expertise in customer-centric marketing.

What is included in PAINKILLER?

The program includes 20 video lessons (2 hours 33 minutes 23 seconds), 43 downloadable PDF workbooks and guides, 2 Word documents (Final PAINKILLER Workbook and 13 Bulletproof Copywriting Formulas), 3 Excel spreadsheets (Data Injection Sheet, Buyer Brain framework, Customer Ranking Scorecard), 1 PowerPoint messaging strategy template, 4 reference images, and access to the Buyer-isms Bot for automated research analysis. The complete package is 646,11 MB of content organized across 8 modules covering messaging foundations, positioning, research methods, and copywriting application.

Who is PAINKILLER best suited for?

PAINKILLER is designed for time-crunched online entrepreneurs including founders struggling to differentiate their products, copywriters who need customer research frameworks, marketing managers tired of generic messaging, product teams with low conversion rates, and business owners who don't have time for lengthy customer interviews. The course works for both beginners new to voice-of-customer research and experienced marketers who want more efficient research methods and proven messaging frameworks.

What will I learn in PAINKILLER?

You'll learn the Vitamins vs. PAINKILLERS behavioral science framework, how to identify your real competitors using Jobs-to-be-Done methodology, Fast-As-F*ck Research Methods for mining customer insights without interviews, how to build an opinionated product POV, the six-part messaging strategy framework, the 3 Ps of Pitching, pain-amplification techniques, the Trigger Technique for extracting buyer psychology, channel-specific copywriting using 13 bulletproof formulas, and how to use the included tools (Data Injection Sheet, Buyer Brain spreadsheet, Customer Ranking Scorecard) for prioritizing messaging decisions.

What format is PAINKILLER delivered in?

The course is delivered as downloadable video lessons in MP4 and TS format, PDF workbooks and transcripts, Word documents for the final workbook and copywriting formulas, Excel spreadsheets for data analysis tools, and an editable PowerPoint template for messaging strategy. The complete package is 646,11 MB and includes 20 videos totaling 2 hours 33 minutes 23 seconds, 43 PDFs, 2 Word documents, 3 Excel files, 1 PowerPoint file, and 4 reference images.

Does PAINKILLER include any bonus materials?

Yes, PAINKILLER includes several bonus materials: the Buyer-isms Bot for automated review and testimonial analysis, the Customer Ranking Scorecard for prioritizing customer segments, the Data Injection Sheet for organizing research, the Buyer Brain spreadsheet for mapping psychology, a complete messaging strategy PowerPoint template, the Final PAINKILLER Workbook consolidating all exercises, and 13 Bulletproof Copywriting Formulas. Additional bonuses include tutorials on multipage scraping and filtering by star rating for advanced research, plus referral program access.

What is Katelyn Bourgoin known for?

Katelyn Bourgoin is known as “The Customer Whisperer” for her expertise in buyer psychology and customer research. She's the creator of the Why We Buy newsletter which has over 63,000 subscribers and generated over $1 million in 2024. She's been named an influential entrepreneur by Forbes, recognized as one of the Top 20 Wonder Women of SaaS Marketing and Growth, and teaches 280,000+ people through Customer Camp. She's also known for creating the Trigger Technique framework and her Fast-As-F*ck Research Methods that help marketers understand buyers without lengthy interviews.

How is PAINKILLER different from other messaging courses?

PAINKILLER is built on behavioral science and the Jobs-to-be-Done framework rather than generic marketing theory. It provides specific, time-efficient research methods (search mining, review mining, comment mining) with step-by-step tutorials and automated tools like the Buyer-isms Bot, eliminating the need for customer interviews. The course includes a complete suite of working tools (Data Injection Sheet, Buyer Brain spreadsheet, Customer Ranking Scorecard, Messaging Strategy template) and teaches a channel-agnostic messaging system rather than platform-specific tactics. Katelyn's proprietary Trigger Technique extracts four critical buyer insights that most courses ignore: purchase triggers, jobs-to-be-done, pain points with alternatives, and selfish desires.