Justin Oberman Reveals How ‘Pain Promises’ Capture Reader Attention on LinkedIn

In a recent LinkedIn post, Justin Oberman explores a counterintuitive copywriting technique that leverages potential negative outcomes to dramatically increase reader engagement. Oberman argues that while many copywriters focus solely on positive reinforcement, professional writers understand the power of warning readers about uncomfortable truths or difficult aspects of a desired outcome.

Oberman illustrates this concept with a relatable analogy involving a child’s report card. He contrasts two scenarios: one where the child presents a universally positive report card, leading to a dismissive “fridge magnet” reaction from the parent, and another where the child preemptively mentions a less favorable aspect. This latter approach, Oberman explains, compels the parent to engage deeply, reading every part of the report card, including the good sections, because they are prepared for the negative.

“Legendary copywriters understand that a warning does two things a brag about good things can’t. It makes people lean in. It also makes the rest more believable because nobody warns you about something they’re trying to sneak past you.”

The Psychology of ‘Pain Promises’

According to Justin Oberman, this technique, which he refers to as part of the ‘Copy Hunting’ method, hinges on the psychological principle that acknowledging a potential downside makes the overall message more credible. When a marketer or writer highlights an uncomfortable truth or a challenging aspect, it signals honesty and transparency. This stands in stark contrast to generic, overly positive marketing messages that often fail to capture attention.

Oberman critiques common marketing phrases that, in his view, lack this essential element of believable difficulty:

• “This app will change your relationship with money.”
• “Get a free website audit.”
• “Learn to write hooks that get read.”

He contends that these statements, while aiming for positive impact, often fail to resonate because they offer only pleasure without any acknowledgment of the effort or potential discomfort involved.

Applying the ‘Copy Hunting’ Technique

Justin Oberman outlines a straightforward, albeit counterintuitive, process for implementing this strategy. The core idea is to identify the biggest promise being made and then to actively seek out the aspect of that promise that the customer might not enjoy. As Oberman states:

“Find your biggest promise. Then ask: ‘What’s the part of this the customer won’t enjoy?'”

If no such element exists, Oberman suggests that the promise might not be substantial or real. When a pain point is identified, it should be integrated into the same sentence as the promise, often using parentheses for a subtle yet effective introduction of the caveat.

Testing the Pain Point

The crucial next step, Oberman emphasizes, is testing. The warning should not merely make the promise scarier; it should make it more believable. He provides examples of how to reframe common marketing messages:

• Original: “The first week with this app is unpleasant. You’ll see what you actually spend on takeout.”
• Original: “Get a free website audit. Fair warning: It’s going to create a lot more work for you.”
• Original: “By lesson three you’ll feel the sting of why your last ten posts flopped.”

Oberman clarifies that the pain must be intrinsically linked to the product or service actually working and delivering its benefit. Warnings about external factors like slow shipping are not the focus. The goal is to use the acknowledgment of difficulty to amplify the perceived value and authenticity of the core promise.

“‘You’re going to love it’ gets a fridge magnet. ‘You’re not going to like this part’ gets attention.”

In essence, Justin Oberman’s analysis on LinkedIn advocates for a bolder, more honest approach to copywriting, demonstrating that embracing the uncomfortable can be the most effective way to capture and hold a reader’s attention.