Painkiller By Katelyn Bourgoin

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Introduction

PAINKILLER is a messaging and positioning course designed for time-crunched online entrepreneurs who need to craft marketing messages that convert. Created by Katelyn Bourgoin, a 4X founder, CEO of Customer Camp, and recognized by Forbes as an "influential entrepreneur" and named one of the top 20 wonder women of SaaS marketing and growth, this course teaches a systematic approach to understanding buyer psychology and creating painkiller messaging that drives sales. The program includes 20 video lessons plus 43 downloadable PDFs, totaling 2h 33m 23s of video content and 646,11 MB of learning material.

What Problems Does PAINKILLER Solve?

• "I've been posting content and running ads, but nothing converts" — The course teaches you how to identify your real competitors and position your product to win, showing you exactly why your current messaging isn't resonating and how to fix it using the buyer psychology framework covered in the positioning modules.

• "I don't know what pain points actually matter to my customers" — Through the Fast-As-F-ck Research Methods module, you learn how to conduct search mining, review mining, comment mining, and voice-of-customer mining to extract the exact language your buyers use when describing their problems.

• "My product sounds like a vitamin, not a painkiller" — Module 2 specifically addresses the Vitamins vs. PAINKILLERS framework, teaching you how to amplify the urgency and pain in your messaging so prospects feel they need your solution now, not later.

• "I'm competing on features instead of outcomes" — The course shows you how to shift from feature-based copy to Jobs-to-be-Done messaging, helping you understand what job your buyers are really trying to accomplish and positioning your product as the solution they've been searching for.

• "I waste too much time on marketing that doesn't move the needle" — With the 3 Ps of Pitching framework and 13 Bulletproof Copywriting Formulas, you get templates and formulas for hero messages, emails, ads, social posts, and cold outreach that you can implement immediately.

• "I don't know who my best-fit buyers actually are" — The Best-Fit Buyer exercise and Customer Ranking Scorecard help you identify not just demographics, but the specific situations and trigger events that make someone ready to buy from you.

What You Will Learn in PAINKILLER

• How to identify your real competitors beyond the obvious direct alternatives, including understanding what buyers choose when they decide NOT to buy your product

• The complete process for positioning your product to win by choosing the right product category and crafting a point of view that makes your offering opinionated and memorable

• Fast research methods including search mining, review mining, comment mining, and voice-of-customer mining to extract buyer language and pain points in hours instead of weeks

• How to craft a painkiller message using the Elements of a Painkiller Message framework, ensuring your copy amplifies urgency and speaks directly to the buyer's most pressing pain

• The Jobs-to-be-Done framework for identifying what functional, emotional, and social jobs your buyers are hiring your product to do

• The 3 Ps of Pitching methodology for adapting your messaging across different marketing channels while maintaining consistency

• How to use the Messaging Strategy framework to cement your product positioning and create a messaging architecture that informs all your marketing copy

• Practical application of buyer psychology principles to hero messages, email sequences, paid ads, social media posts, and cold outreach using real examples and templates

Who Is PAINKILLER For?

The Overwhelmed Course Creator — You've built a course or digital product, but every launch feels like starting from scratch. You've tried different angles and messaging, but nothing consistently converts. This course gives you a repeatable system for positioning your offer and crafting messaging that speaks to your buyers' trigger events, so you stop guessing and start converting.

The Stuck SaaS Founder — You're running a software product with decent features but struggling to differentiate in a crowded market. Your website sounds like every competitor, and your conversion rates are stuck. You need the product positioning framework and real competitor analysis methods taught in this course to carve out a unique category position.

The Freelance Copywriter Hitting a Revenue Ceiling — You're good at writing copy, but your clients keep asking for rewrites because the messaging doesn't resonate. You lack a structured research process and positioning framework. This course teaches you the Fast-As-F-ck Research Methods and messaging strategy that will make you indispensable to clients and justify premium rates.

The Service Provider Competing on Price — You're a coach, consultant, or agency owner constantly battling price objections. Prospects see you as interchangeable with cheaper alternatives. The Vitamins vs. PAINKILLERS framework and painkiller messaging techniques will help you communicate urgency and value so you can charge what you're worth.

The Marketer Tired of Guessing — You're responsible for marketing results but making decisions based on hunches instead of customer insight. You've read about Jobs-to-be-Done and buyer psychology but haven't applied it systematically. This course gives you the research bots, templates, and exercises to turn vague positioning into data-driven messaging.

Complete Curriculum Breakdown

Module 1: Foundation and Mindset

This opening module establishes the core philosophy behind painkiller messaging and sets you up for success with the course structure and calendar planning.

• Start Here (Seriously) — Welcome orientation video covering the course structure, how to get the most value, and what to expect

• Included resources: Course overview PDF, calendar blocking exercise worksheet

Module 2: Messaging Fundamentals

Foundational concepts that separate products that sell from products that struggle, including the critical distinction between messaging and copywriting.

• Messaging Isn't Copy — Understanding the difference between messaging strategy and tactical copywriting, and why you need both

• Why Products Should Be Opinionated — How to develop a point of view for your product that makes it memorable and polarizing in the right way

• Included resources: Product POV exercise worksheet

Module 3: The Power of Pain

The core philosophy of painkiller messaging and how to amplify pain in your marketing without sounding manipulative.

• The Power of Pain — Video lesson on why pain-focused messaging converts better than benefit-focused messaging

• Vitamins vs. PAINKILLERS — Deep dive into the framework that separates nice-to-have products from must-have solutions

• Included resources: Vitamins vs. PAINKILLERS framework PDF, Make It Ouchier exercise worksheet

Module 4: Competitive Positioning

Learning to identify who you're really competing against and how to position your product to win in a crowded market.

• Scope Out Your Real Competitors — How to identify direct, indirect, and non-consumption competitors

• How To Position Your Product To Win — Complete positioning framework including category selection and differentiation strategy

• Included resources: List Your Real Competitors exercise, Blazing Fast Competitive Analysis worksheet, Choosing Your Product Category guide, Product Positioning exercise

Module 5: Understanding Your Buyers

Discovering what jobs your buyers need to do and who your best-fit customers actually are.

• What Jobs Do Your Buyers Need To Do? — Introduction to Jobs-to-be-Done framework and how to identify functional, emotional, and social jobs

• Included resources: How To Identify Your Best-Fit Buyers guide, Best-Fit Buyer exercise worksheet, Customer Ranking Scorecard spreadsheet, Buyer Brain spreadsheet

Module 6: Fast Customer Research

Actionable research methods that deliver buyer insights in hours instead of weeks, including tutorials for each mining technique.

• Fast-As-F-ck Research Methods — Overview of rapid research techniques that don't require expensive tools or months of time

• Tutorial: Search Mining — Step-by-step video showing how to mine search data to understand what buyers are looking for

• Tutorial: Review or Testimonial Mining — How to extract pain points and desired outcomes from customer reviews and testimonials

• Tutorial: Comment Mining — Mining social media comments and forum discussions for buyer language

• Tutorial: Voice-of-Customer Mining — Extracting insights from customer interviews, support tickets, and sales calls

• Tutorial: Buyer-isms Bot — How to use the custom bot to identify and categorize buyer language patterns

• Tutorial: AUTOMATIC Data Analysis (Review or Testimonial Mining) — Using automated tools to speed up analysis

• Tutorial: MANUAL Data Analysis — Hands-on methods for analyzing research data without automation tools

• Included resources: Choose Your Fast-As-F-ck Research Methods exercise, Search Mining tutorial PDF, Review or Testimonial Mining tutorial PDF, Comment Mining tutorial PDF, Voice-of-Customer Mining tutorial PDF

Module 7: Crafting Your Messaging Strategy

Bringing together all the research and positioning work into a cohesive messaging strategy document.

• Elements of a Painkiller Message — The six core elements every painkiller message must include

• Crafting Potent and Persuasive Messaging that Sells — Building your complete messaging architecture

• Included resources: Concoct Your Product Messaging Strategy exercise, Cementing Your Product Positioning guide (Part 3 - Messaging Strategy), Choosing Your Active Ingredients & Your ONE Thing guide (Part 4 - Messaging Strategy), Crafting Your Painkiller Punch guide (Part 6 - Messaging Strategy), PAINKILLER Messaging Strategy PowerPoint template, Data Injection Sheet spreadsheet

Module 8: The 3 Ps of Pitching

Learning how to adapt your messaging across different channels and formats while maintaining consistency.

• The 3 Ps of Pitching — Framework for adapting your core message to different platforms and contexts

• Included resources: Choose Copy to Revamp and Test exercise, 13 Bulletproof Copywriting Formulas bonus guide

Module 9: Channel-Specific Applications

Real examples and templates for applying painkiller messaging to specific marketing channels.

• Included resources: Hero Message (Website) guide with examples, Email copywriting guide with examples, Ad copywriting guide with examples, Social Media Post guide with examples, Cold DM or Cold Email guide with examples

Bonus Materials and Resources

Additional templates, tools, and frameworks to support your messaging work.

• Full List of Resources — Comprehensive resource library with all tools and references

• Full List of Bots — Access to custom ChatGPT bots designed for messaging and research work

• Final PAINKILLER Workbook — Comprehensive workbook document consolidating all exercises

• 13 Bulletproof Copywriting Formulas — Proven copywriting formulas for different marketing scenarios

What Makes This Course Different

• Research-first methodology — Unlike courses that teach copywriting formulas in a vacuum, PAINKILLER requires you to conduct actual buyer research first, ensuring your messaging is grounded in real customer language and pain points rather than assumptions.

• Fast implementation over perfection — The Fast-As-F-ck Research Methods are designed for time-crunched entrepreneurs who need results quickly, with tutorials showing how to extract insights in hours using free or low-cost tools instead of waiting months for formal research.

• Complete messaging system, not just templates — Rather than providing fill-in-the-blank templates, the course teaches a complete system from positioning to research to messaging strategy, so you understand the why behind every messaging decision.

• Behavioral science foundation — The curriculum is built on actual buyer psychology research, Jobs-to-be-Done framework, and behavioral science principles, not just marketing opinions or channeled intuition.

• Custom automation tools included — Access to purpose-built ChatGPT bots like the Buyer-isms Bot and Data Injection Sheet that automate parts of the research and analysis process.

Bonus Materials Included

13 Bulletproof Copywriting Formulas — A comprehensive guide with 13 proven copywriting formulas for different scenarios, including when to use each formula and real examples.

PAINKILLER Messaging Strategy PowerPoint Template — Editable presentation template for creating your complete messaging strategy document, including slides for positioning, competitor analysis, buyer personas, and key messages.

Data Injection Sheet Spreadsheet — Custom Excel tool for organizing and analyzing customer research data, designed to work alongside the mining tutorials.

Buyer Brain Spreadsheet — Framework tool for mapping out the functional, emotional, and social jobs your buyers are trying to accomplish.

Customer Ranking Scorecard — Spreadsheet tool for evaluating and prioritizing which customer segments to target based on fit, pain level, and buying power.

Custom ChatGPT Bots — Access to purpose-built bots including the Buyer-isms Bot for identifying language patterns and other research automation tools.

Channel-Specific Copywriting Guides — Detailed guides with real examples for applying painkiller messaging to hero messages, emails, ads, social posts, and cold outreach.

Final PAINKILLER Workbook — Comprehensive document consolidating all exercises and worksheets from the course in one place.

About Katelyn Bourgoin: Background and Credentials

Katelyn Bourgoin is a marketer by trade and a 4X founder by choice, with a background in PR and branding. Before becoming the CEO of Customer Camp, she was a serial entrepreneur who ran her own branding agency with clients including Target and Holiday Inn, built and sold a restaurant consulting business in under 2 years, and founded a VC-backed tech company that Inc. Magazine once called "the next LinkedIn." Her wealth of experience in marketing and customer research has earned her the nickname "Customer Whisperer."

Verified Credentials:

• Named by Forbes as an "influential entrepreneur" and recognized as one of the top 20 wonder women of SaaS marketing and growth

• CEO and Lead Trainer at Customer Camp, helping growth-hungry teams figure out what triggers customers to buy

• Founder of the Why We Buy newsletter, which has grown to nearly 70,000 subscribers as of early 2026 and generated nearly $1M in revenue during 2024

• Featured in major publications including Forbes, Inc. Magazine, USA Today, HuffPost, CBC, CTV, and Bustle

• Built and exited a restaurant consulting business in under 2 years

• Launched a fashion tech startup and founded a VC-backed technology company

• Conducted over 300 customer discovery interviews for her VC-backed tech startup before launch

• Teaches buyer psychology and customer-centric marketing to audiences totaling over 220,000 across newsletter, social media, and courses

• Recognized expert in Jobs-to-be-Done framework and buyer psychology applications in marketing

Her approach combines behavioral science, marketplace research, and marketing foundations rather than intuition-based marketing advice, making her one of the leading voices in customer-centric marketing strategy.

Frequently Asked Questions About PAINKILLER

What is PAINKILLER about?

PAINKILLER is a messaging and positioning course that teaches online entrepreneurs and marketers how to craft marketing messages that convert by understanding buyer psychology. The course covers everything from identifying your real competitors and positioning your product to conducting fast customer research and creating painkiller messaging that amplifies urgency and speaks directly to buyer pain points.

Who created PAINKILLER?

PAINKILLER was created by Katelyn Bourgoin, a 4X founder and CEO of Customer Camp who has been recognized by Forbes as an "influential entrepreneur" and named one of the top 20 wonder women of SaaS marketing and growth. She's built and sold multiple companies, including a branding agency that worked with Target and Holiday Inn, and currently runs the Why We Buy newsletter with nearly 70,000 subscribers.

What is included in PAINKILLER?

The program includes 20 video lessons totaling 2h 33m 23s, 43 downloadable PDFs, 3 spreadsheet tools (Data Injection Sheet, Buyer Brain, Customer Ranking Scorecard), 2 Word documents (Final PAINKILLER Workbook and 13 Bulletproof Copywriting Formulas), 1 PowerPoint template (Messaging Strategy), and 4 reference images, totaling 646,11 MB of learning material. Students also get access to custom ChatGPT bots designed for research and messaging work, plus channel-specific copywriting guides for websites, emails, ads, social media, and cold outreach.

Who is PAINKILLER best suited for?

PAINKILLER is ideal for course creators struggling with inconsistent launch results, SaaS founders who can't differentiate in crowded markets, freelance copywriters who need a structured research process to justify premium rates, service providers competing on price instead of value, and marketers who are tired of making decisions based on hunches instead of customer insight. The course works best for people who have a product or service to sell but struggle with positioning and messaging that converts.

What will I learn in PAINKILLER?

You'll learn how to identify your real competitors and position your product to win, conduct fast customer research using search mining, review mining, comment mining, and voice-of-customer mining techniques, apply the Jobs-to-be-Done framework to understand what buyers are really trying to accomplish, craft painkiller messaging using the Elements of a Painkiller Message framework, and apply the 3 Ps of Pitching to adapt your messaging across different marketing channels while maintaining consistency.

What format is PAINKILLER delivered in?

The course is delivered through video lessons, downloadable PDF guides, spreadsheet tools, Word documents, and a PowerPoint template. The 20 video lessons total 2h 33m 23s and include both teaching content and step-by-step tutorials for research methods. All materials are downloadable, and students get access to custom ChatGPT bots for automating parts of the research process.

Does PAINKILLER include any bonus materials?

Yes, the course includes the 13 Bulletproof Copywriting Formulas guide, PAINKILLER Messaging Strategy PowerPoint template, Data Injection Sheet and Buyer Brain spreadsheets, Customer Ranking Scorecard, custom ChatGPT bots including the Buyer-isms Bot, channel-specific copywriting guides with real examples for hero messages, emails, ads, social posts, and cold outreach, and the comprehensive Final PAINKILLER Workbook consolidating all exercises.

What is Katelyn Bourgoin known for?

Katelyn Bourgoin is known for her expertise in buyer psychology and customer-centric marketing. She's the founder of the Why We Buy newsletter with nearly 70,000 subscribers, has been featured in Forbes, Inc. Magazine, USA Today, and other major publications, and is recognized as one of the top 20 wonder women of SaaS marketing and growth. She's earned the nickname "Customer Whisperer" for her ability to help businesses understand what triggers customers to buy, and her newsletter generated nearly $1M in revenue during 2024.