PAINKILLER by Katelyn Bourgoin

What This Course Delivers

PAINKILLER is a 7-step messaging system by Katelyn Bourgoin, founder of Customer Camp and creator of the “Why We Buy” newsletter with 75,000 subscribers. The program teaches how to transform offers from “nice-to-have” to “need-to-have” through buyer psychology research, competitive positioning, and customer pain identification. Includes 20 video lessons, 43 downloadable PDFs, and 2h 33m 23s of training totaling 646,11 MB.

Course Contents at a Glance

🎬 20 Video Lessons — 2h 33m 23s

📕 43 PDF Resources — Workbooks, templates, guides

🖼️ 4 Images — Visual aids and reference materials

📊 3 Spreadsheets — Data injection sheets, customer ranking scorecards

📄 2 Documents — Final workbook and copywriting formulas

🎨 1 Presentation — Messaging strategy template

💾 Total Download: 646,11 MB

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✅ 100% Complete & Updated — Every video, PDF, workbook, and bonus included as listed

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✅ 30-Day Refund Policy — Complete refund if the course isn't delivered as described

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What You Will Master in PAINKILLER

✅ Opinionated Product Positioning — Learn why products should take a clear point of view and how to articulate your product's unique stance in the marketplace using Katelyn's POV framework.

✅ Pain-Based Messaging vs. Benefit-Based Messaging — Master the “Vitamins vs. PAINKILLERS” framework to transform nice-to-have benefits into urgent, must-solve problems that drive buying decisions.

✅ Real Competitor Identification — Move beyond obvious competitors to identify the actual alternatives your buyers consider, including non-consumption and DIY solutions.

✅ Blazing Fast Competitive Analysis — Use Katelyn's rapid competitive analysis method to understand how competitors position themselves and identify messaging gaps you can own.

✅ Strategic Product Positioning — Apply the positioning framework to choose your product category, define your differentiation, and cement your market position.

✅ Best-Fit Buyer Identification — Use Jobs-to-be-Done methodology to identify which customers need your solution most urgently and will pay premium prices.

✅ Fast-As-F_ck Research Methods — Master search mining, review mining, testimonial mining, comment mining, and voice-of-customer mining to extract buyer language at speed.

✅ AI-Powered Research Bots — Learn to use custom bots for automatic data analysis, buyer-ism extraction, and pattern identification from customer feedback.

✅ Painkiller Messaging Strategy — Craft potent and persuasive messaging using the 6-part messaging strategy framework covering positioning, active ingredients, and your “ONE Thing.”

✅ The 3 Ps of Pitching — Apply the Problem-Promise-Proof framework to write conversion-focused copy for hero messages, emails, ads, social posts, and cold outreach.

✅ 13 Bulletproof Copywriting Formulas — Access proven copywriting structures for headlines, body copy, and calls-to-action that leverage buyer psychology.

✅ Multi-Channel Copy Application — Adapt your painkiller messaging for websites, email sequences, paid ads, social media posts, and cold DMs using channel-specific templates.

Who Is PAINKILLER Designed For?

• The Time-Crunched Founder — You're running a 6-figure online business but your marketing feels like guesswork. You've tried different messaging angles but nothing seems to resonate consistently. You're tired of mediocre conversion rates and want a systematic approach to identify what makes buyers choose you over competitors. PAINKILLER's 7-step framework gives you a repeatable research and messaging process that takes 3.5 days instead of months of trial and error.

• The Struggling Copywriter — You can write decent copy but it doesn't convert like you hoped. You're guessing at customer pain points instead of knowing them with certainty. You need customer language but don't have time for 50 interviews. The Fast-As-F_ck Research Methods modules teach you how to mine Amazon reviews, Reddit threads, and customer testimonials to extract buyer language in hours, not weeks.

• The Generic Marketer — Your product pages sound like everyone else in your niche. You're using the same benefits and features your competitors talk about. You can't articulate why someone should buy from you instead of the dozen alternatives. The Real Competitor Identification and Positioning modules help you find the unique angle nobody else is claiming and own it with conviction.

• The Launch-Fatigued Creator — You've launched courses, coaching programs, or digital products but they underperform. Your audience seems interested until it's time to buy. You suspect your offer is too “nice-to-have” instead of urgent. The Vitamins vs. PAINKILLERS framework shows you how to reposition what you sell as the urgent solution to an unbearable problem rather than optional improvement.

• The Marketing Team Lead — You manage marketers or copywriters but lack a shared framework for messaging decisions. Every campaign feels disconnected from the last one. You need a documented messaging strategy the whole team can reference. PAINKILLER delivers a 23-page messaging strategy template you can customize and share, creating alignment across all marketing channels.

• The Service Provider Stuck at Commodity Pricing — You're freelancing or running an agency but clients see you as interchangeable. You compete on price because you can't articulate your unique value. You know you're better than competitors but can't prove it in words. The Product Positioning and Messaging Strategy modules help you define and communicate the specific transformation you deliver that justifies premium pricing.

Full Curriculum Breakdown

Getting Started

Start Here (Seriously) — Katelyn introduces the PAINKILLER system architecture, what you'll accomplish in 3.5 days, and how to block out your calendar for maximum results. The opening video establishes the difference between tactics-focused marketing courses and this root-level messaging transformation.

• Video: Start Here (Seriously) — 5m 24s
• Exercise: Block Out Your Calendar
• Resource Lists: Full List of Resources and Full List of Bots

Module 1: Messaging Isn't Copy

Core Concept: Product Messaging vs. Marketing Copy — Katelyn distinguishes between foundational product messaging (the strategic layer defining what you say) and marketing copy (the tactical layer defining how you say it). This module establishes that fixing conversion problems requires fixing the messaging strategy first, not rewriting headlines.

• Video: Messaging Isn't Copy — 5m 7s
• Reading: Why Products Should Be Opinionated
• Exercise: Your Product's POV
• Challenge: Share a pic for a chance to win ($4,800 value)

Module 2: The Power of Pain

Core Concept: Pain-Based Positioning — Learn why “painkillers” sell better than “vitamins” and how to make your product urgent instead of optional. This module covers the neuroscience of loss aversion and why buyers pay more to avoid pain than to gain pleasure.

• Video: The Power of Pain — 10m 55s
• Reading: Vitamins vs. PAINKILLERS — Deep dive on the psychology of urgent vs. optional purchases
• Exercise: Make It Ouchier — Transform your current benefits into unbearable pains

Module 3: Scope Out Your Real Competitors

Core Concept: Competitive Landscape Mapping — Most founders misidentify their real competition. This module teaches how to map the complete set of alternatives buyers actually consider, including inaction, DIY solutions, and non-obvious competitors in adjacent categories.

• Video: Scope Out Your Real Competitors — 6m 4s
• Exercise: List Your Real Competitors
• Bonus Reading: How To Identify Your Real Competitors — Extended framework for competitive discovery
• Exercise: Do Blazing Fast Competitive Analysis — Katelyn's rapid research method for auditing competitor positioning

Module 4: How To Position Your Product To Win

Core Concept: Strategic Positioning — With competitors mapped, this module covers how to choose your category, claim your differentiation, and position your product to own a unique space in the buyer's mind. Includes frameworks for positioning statements and category selection.

• Video: How To Position Your Product To Win — 14m 0s
• Reading: Choosing Your Product Category — How category choice influences buyer expectations and willingness to pay
• Exercise: Your Product Positioning — Draft your positioning statement using the provided framework

Module 5: What Jobs Do Your Buyers Need To Do?

Core Concept: Best-Fit Buyer Identification — Using Jobs-to-be-Done methodology, this module helps you identify who needs your product most urgently and will value it highest. Includes the Customer Ranking Scorecard for prioritizing target segments.

• Video: What Jobs Do Your Buyers Need To Do? — 12m 37s
• Reading: How To Identify Your Best-Fit Buyers — Framework for segmenting by job-to-be-done rather than demographics
• Exercise: Your Best-Fit Buyer
• Tool: Customer Ranking Scorecard (Excel) — Scorecard for evaluating and ranking potential customer segments

Module 6: Fast-As-F_ck Research Methods

Core Concept: Rapid Customer Research — Katelyn teaches four research methods that extract authentic buyer language in hours instead of weeks: search mining, review/testimonial mining, comment mining, and voice-of-customer mining. Each method includes both manual and AI-assisted approaches.

• Video: Fast-As-F_ck Research Methods — 10m 5s
• Exercise: Choose Your Fast-As-F_ck Research Methods
• Tutorial: Search Mining — 10m 17s (How to mine Google autocomplete, Amazon searches, and Reddit for buyer questions)
• Tutorial: Review or Testimonial Mining — 2m 36s (Extracting buyer language from Amazon reviews, Yelp, G2, Trustpilot)
• Tutorial: Comment Mining — 8m 5s (Mining YouTube comments, Reddit threads, and Facebook groups)
• Tutorial: Voice-of-Customer Mining — 6m 38s (Analyzing customer support tickets, sales call transcripts, and surveys)
• Bonus Video: AUTOMATIC Data Analysis (Review or Testimonial Mining) — 6m 7s (Using AI bots to speed up analysis)
• Bonus Video: MANUAL Data Analysis (Review, Testimonial, Comment, and/or VOC Mining) — 5m 23s (Manual pattern identification process)
• Bonus Video: Buyer-isms Bot Tutorial — 9m 18s (Using the custom bot to extract buyer language patterns)
• Bonus Video: Reviews or Testimonial Mining Tutorial — 2m 36s
• Bonus: Feature tour — multipage scrape — 3m 53s (How to use Customer Camp's scraping tool)
• Bonus: Filtering by Star Rating — 3m 54s (Advanced review mining filtering)
• Tool: Data Injection Sheet (Excel) — Spreadsheet for organizing research findings
• Tool: The Buyer Brain (Excel) — Framework for categorizing buyer motivations
• Challenge: Leave a review to get your free bonuses now

Module 7: Elements of a Painkiller Message

Core Concept: Messaging Strategy Framework — This module presents Katelyn's 6-part messaging strategy framework covering positioning, active ingredients (proof points), differentiation, and “The ONE Thing” that makes you unforgettable. Includes the complete messaging strategy template used by Customer Camp clients.

• Video: Elements of a Painkiller Message — 16m 39s
• Reading: Crafting Potent and Persuasive Messaging that Sells — Master class on message architecture
• Exercise: Concoct Your Product Messaging Strategy
• Reading: Cementing Your Product Positioning (Part 3 – Messaging Strategy)
• Reading: Choosing Your Active Ingredients & Your ONE Thing (Part 4 – Messaging Strategy)
• Reading: Crafting Your Painkiller Punch (Part 6 – Messaging Strategy)
• Template: PAINKILLER Messaging Strategy (PowerPoint) — The reusable template for documenting your complete messaging strategy

Module 8: The 3 Ps of Pitching

Core Concept: Converting Strategy Into Copy — With messaging strategy complete, this module teaches the Problem-Promise-Proof framework for writing actual marketing copy across channels. Includes 13 bulletproof copywriting formulas and channel-specific templates.

• Video: The 3 Ps of Pitching — 5m 41s
• Exercise: Choose Copy to Revamp and Test
• Bonus: 13 Bulletproof Copywriting Formulas (PDF and Doc) — Proven copywriting structures for headlines, body copy, and CTAs

Module 9: Apply Your Messaging (Channel-Specific Copy Templates)

Core Concept: Multi-Channel Copy Adaptation — Katelyn provides detailed before-and-after examples showing how to adapt your painkiller messaging for different marketing channels while maintaining strategic consistency.

• Template: Hero Message (Website) — How to write website homepage hero sections using painkiller messaging
• Template: Email — Structure and examples for email sequences that convert
• Template: Ad — Paid advertising copy framework for Facebook, LinkedIn, and Google ads
• Template: Social Media Post — Organic social content that drives engagement and clicks
• Template: Cold DM or Cold Email — Outreach messaging that gets responses

Bonus Resources

• Final PAINKILLER Workbook (Doc) — Complete workbook consolidating all exercises
• 13 Bulletproof Copywriting Formulas (Doc) — Reference document for copywriting structures
• Referral Program: Earn $125 per referral
• Thanks for leaving a review! (PDF)

About Katelyn Bourgoin

Katelyn Bourgoin is a 4X founder turned growth strategist who has transformed how online businesses approach marketing by teaching buyer psychology instead of marketing tactics. Before becoming a consultant, she launched several companies including a fashion tech startup and an online marketplace, giving her first-hand experience with the challenges of customer acquisition, positioning, and scaling. Her background in PR helped her master attention-getting, but it was bankruptcy from a failed startup that led her to obsessively study why customers actually buy — the foundation of everything she teaches today.

In 2020, Katelyn founded Customer Camp, a training company that provides workshops and courses on customer research and messaging strategy. She also launched the “Why We Buy” newsletter, which has grown to 75,000 subscribers and generates nearly $1 million annually by teaching marketers and entrepreneurs how to use buyer psychology to sell more. Her nickname in the marketing community is the “Customer Whisperer” for her ability to identify the emotional triggers behind purchasing decisions.

Verified Credentials:

✅ Founder and CEO of Customer Camp — Training company specializing in customer research and messaging strategy for online businesses

✅ Creator of “Why We Buy” Newsletter — 75,000 subscribers, approaching $1M in annual revenue, teaching buyer psychology to marketers

✅ 190,000+ Combined Following — Large audience across Twitter/X and newsletter subscribers, recognized as a Favikon top influencer in Canada for Marketing & Sales with a score of 8,064

✅ Forbes Recognition — Named an “influential entrepreneur” by Forbes and included in “top 20 wonder women of SaaS marketing and growth”

✅ Featured in Major Media — Inc., USA Today, HuffPost, CBC, CTV, Bustle, and Global TV coverage for marketing expertise

✅ Podcast Guest Expert — Interviewed on Nathan Barry's podcast, Creator Science, The Brainy Business, Growth In Reverse, The Copywriter Club, and Forward Obsessed

✅ Co-Creator of Unignorable — 36-day group challenge helping entrepreneurs build audiences of future buyers, created in collaboration with Demand Curve

✅ Co-Creator of Wallet Opening Words — Course teaching 26.5 science-backed copywriting techniques, created in collaboration with Phil Agnew

What Problems Does PAINKILLER Solve?

“My conversion rates are terrible but I don't know if it's my traffic, my offer, or my copy” — PAINKILLER starts with positioning and offer clarity before touching copy. Module 2's Vitamins vs. PAINKILLERS framework helps you diagnose whether your core offer is positioned as urgent or optional. If buyers see you as “nice-to-have,” no amount of copywriting will fix conversion. The course walks you through repositioning your product around the unbearable problem it solves rather than the pleasant benefit it delivers.

“I know my product is better than competitors but I can't explain why in a way that makes people care” — Module 3 (Scope Out Your Real Competitors) and Module 4 (How To Position Your Product To Win) solve this directly. You'll map the complete competitive landscape including non-obvious alternatives, identify which benefits competitors already own in buyers' minds, and claim a unique positioning angle they're not defending. The Product Positioning exercise gives you a clear, defensible differentiation statement.

“I'm guessing at what customers want instead of knowing with certainty” — Module 6 (Fast-As-F_ck Research Methods) teaches four research methods that extract authentic buyer language from existing online sources in hours instead of weeks. Search mining pulls questions directly from Google autocomplete and Reddit. Review mining extracts pain points from Amazon, G2, and Trustpilot. You'll finish with a spreadsheet full of exact phrases buyers use to describe their problems, which you can drop directly into your copy.

“Every marketing agency and copywriter I hire produces generic messaging that sounds like everyone else” — This happens because they don't have a documented messaging strategy to work from. Module 7 delivers a 23-page Messaging Strategy template you can complete once and share with every marketer, copywriter, or agency you hire. It defines your positioning, target buyer, proof points, differentiation, and “ONE Thing” so external teams can produce on-brand copy without guessing.

“I spend weeks writing new sales pages, emails, and ads but they don't perform better than what I had before” — Module 8 (The 3 Ps of Pitching) and Module 9 (Apply Your Messaging) solve this by teaching a repeatable framework rather than one-off tactics. The Problem-Promise-Proof structure works across every channel. Once you've completed your messaging strategy in Module 7, Module 9 shows you how to adapt it for hero messages, emails, ads, social posts, and cold DMs without starting from scratch each time.

“My audience engages with my content but doesn't buy when I launch” — This indicates a “Vitamin” positioning problem. Your content might be interesting or educational, but you haven't connected it to an urgent, expensive problem buyers are desperate to solve. Module 2's “Make It Ouchier” exercise specifically addresses this by helping you articulate the status quo pain so vividly that doing nothing becomes unbearable. The exercise walks you through translating features and benefits into avoided consequences and eliminated pain.

“I'm drowning in customer research but can't turn it into actionable messaging” — Module 6's AI-powered Buyer-isms Bot and Data Injection Sheet solve this. The bot analyzes hundreds of reviews or testimonials and surfaces the most common pain points, objections, and desired outcomes automatically. The Data Injection Sheet organizes findings into categories (functional jobs, emotional jobs, obstacles, anxieties) so you can see patterns instead of drowning in individual quotes.

What Makes PAINKILLER Different from Other Marketing Courses

Root-Level Positioning Before Tactical Copy — Most marketing courses teach tactics (Facebook ads, email sequences, landing page templates) assuming your positioning and offer are already solid. PAINKILLER starts at the root: clarifying what problem you solve, who desperately needs it, and why you're the only credible solution. Modules 1-5 happen before you write a single word of copy because Katelyn's philosophy is that great copy can't fix a weak positioning foundation.

Research Methods Designed for Speed, Not Perfection — Traditional customer research methodologies require 30-50 interviews conducted over months. PAINKILLER's “Fast-As-F_ck Research Methods” are specifically designed for time-crunched founders who need buyer language in hours, not quarters. Search mining, review mining, and comment mining extract authentic customer language from existing online sources. The AI-powered Buyer-isms Bot automates pattern identification so you spend time analyzing insights instead of manually tagging spreadsheets.

Messaging Strategy as a Reusable Document — PAINKILLER delivers a 23-page Messaging Strategy template that becomes your single source of truth for all marketing decisions. This isn't a mental exercise — it's a PowerPoint document you complete once, share with your team, and reference every time you write copy, brief a designer, or hire an agency. The template covers positioning statement, target buyer profile, proof points (active ingredients), differentiation, and “The ONE Thing” that makes you memorable.

Problem-Promise-Proof Copywriting Framework — Instead of teaching 100 different copywriting formulas, Katelyn consolidates them into the 3 Ps: Problem (what's broken), Promise (what success looks like), and Proof (why you're credible). This framework works across every channel — websites, emails, ads, social posts, cold DMs — so you're learning one system instead of five disconnected tactics. Module 9 shows side-by-side examples of the same messaging strategy adapted for different channels.

Frequently Asked Questions About PAINKILLER

What is PAINKILLER about?

PAINKILLER is a 7-step messaging system teaching online entrepreneurs how to position products as urgent “must-haves” instead of optional “nice-to-haves” through buyer psychology research, competitive positioning, and pain-based messaging. Created by Katelyn Bourgoin, founder of Customer Camp, the course focuses on strategic positioning and research-backed messaging before tactical copywriting.

Who created PAINKILLER?

Katelyn Bourgoin, a 4X founder and growth strategist who built Customer Camp and the “Why We Buy” newsletter (75,000 subscribers, nearly $1M annual revenue). She's been named an “influential entrepreneur” by Forbes, recognized as one of the “top 20 wonder women of SaaS marketing and growth,” and featured in Inc., USA Today, HuffPost, CBC, and CTV.

What is included in PAINKILLER?

The course includes 20 video lessons totaling 2h 33m 23s, 43 PDF resources covering frameworks and tutorials, 3 Excel spreadsheets (Data Injection Sheet, Customer Ranking Scorecard, The Buyer Brain), 2 Word documents (Final PAINKILLER Workbook, 13 Bulletproof Copywriting Formulas), 1 PowerPoint Messaging Strategy template, and 4 visual reference images. Total download size is 646,11 MB.

Who is PAINKILLER best suited for?

Time-crunched online business owners struggling with generic messaging that doesn't convert, copywriters who need customer language but don't have time for 50 interviews, service providers stuck competing on price instead of value, marketing team leads who need a documented strategy for team alignment, and creators launching courses or coaching programs that underperform despite audience interest.

What will I learn in PAINKILLER?

You'll learn how to identify your real competitors (including non-consumption alternatives), position your product to own a unique market space, conduct rapid customer research using search mining and review mining, extract authentic buyer language from online sources, build a 6-part messaging strategy document, and apply the Problem-Promise-Proof framework to write conversion-focused copy for websites, emails, ads, social media, and cold outreach.

What format is PAINKILLER delivered in?

The course is delivered as downloadable files including MP4 videos (608,28 MB), PDF guides and workbooks (34,16 MB), Excel spreadsheets (545,08 KB), Word documents (475,77 KB), and PowerPoint templates (633,29 KB). All files are accessible immediately after purchase with no expiration or streaming restrictions.

Does PAINKILLER include any bonus materials?

Yes, the course includes AI-powered research bots (Buyer-isms Bot for automatic data analysis, multipage scraper for review mining), the 13 Bulletproof Copywriting Formulas reference guide, channel-specific copy templates for hero messages, emails, ads, social posts, and cold outreach, plus the Customer Ranking Scorecard for evaluating target segments.

What is Katelyn Bourgoin known for?

Katelyn 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 with 75,000 subscribers, founder of Customer Camp, and co-creator of Unignorable (with Demand Curve) and Wallet Opening Words (with Phil Agnew). She has 190,000+ combined followers and has been featured in Forbes, Inc., USA Today, and on podcasts including Nathan Barry's and Creator Science.

How is PAINKILLER different from other marketing courses?

PAINKILLER focuses on root-level positioning before tactical copy, uses research methods designed for speed rather than perfection (hours instead of months), delivers a reusable 23-page Messaging Strategy document as the final output, and teaches one unified Problem-Promise-Proof copywriting framework that works across all channels instead of disconnected tactics for each platform.