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I’ve run millions of dollars in Facebook ads.

I’ve watched some campaigns absolutely rip while others face plant. And every single time the winners had one thing in common:

They tapped into a raw, primal motivation.

The ads (and really the product they promoted) solved a deep, often unspoken pain point. And not just in the copy. It was baked into the product, pricing, positioning, and creative.

The same thing holds true across everything I build, from apps to agencies. I’ve learned this:

No amount of automation, AI workflows, or content flywheels will save you if you’re solving the wrong problem.

With AI, it’s easy to build a skyscraper of systems. But if your foundation is shaky, that tower's going to collapse under its own automation.

Systems are the icing. Messaging/product is the cake.

Today, I’m giving away a FREE n8n workflow to systematically find what people are saying about your brand (or industry) across TikTok, Reddit, YouTube, Google reviews and THEN find the UNDERLYING core motivators that matter.

We’ll dig into:

  • The 6 Core Motivator framework

  • A no-code workflow anyone can run in a weekend

  • The automated, AI-powered n8n workflow that mines customer pain and turns it into high-converting copy and product insight

Let’s build.

The 6 Core Motivators

Motivator

Why People Care

Example (B2C)

Example (B2B)

Get Rich / Save Money

Security, status, freedom

Robinhood, Rakuten, Acorns

Stripe, Ramp, Brex

Get Laid / Find Love / Be Wanted

Belonging, connection, validation

Tinder, Hinge, Bumble

LinkedIn, Upwork, Intro

Escape / Numb Out

Pleasure, escape, novelty

Netflix, TikTok, YouTube Shorts

Slack integrations, Team retreats

Save Time / Stop Chaos

Reduce friction, increase efficiency

Uber, Instacart, Google Calendar

Zapier, Asana, Superhuman

Grow / Be More in Control

Mastery, autonomy, progress

Duolingo, Headspace, MasterClass

Notion, Salesforce, Airtable

Get Fame / Be Seen

Recognition, clout, influence

Instagram, TikTok, YouTube

LinkedIn, Substack, PR platforms (Muck Rack)

Every single pain point maps to one of these. If your offer doesn’t hit one, it’s very hard to convert.

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How Do You Know What Your Customers Pain Points Are?

How do you actually know what pain point your product solves? What your customers are struggling with? Or how to speak to it?

The reality is: you don’t. Not without a system.

You need data. Then you need a way to decode that data into emotional drivers.

The smartest thing to do here is build an automation that does this for you (next section)

But if you're not quite ready to wire up n8n, or you want to feel the process first, here's a 3-step project to test this yourself.

The 3-Step Sprint

Phase

What You’re Doing

Checklist

1. Mine the Gold

Rip raw, unfiltered feedback straight from the source.

• 50 support tickets (Zendesk/Intercom)
• 20-30 public reviews (G2, App Store, Capterra)
• 5-10 sales call transcripts (Fireflies, Grain)
• 10+ Reddit threads or X replies

2. Decode the Pain

Drop everything into ChatGPT/Claude with my Pain Decoder Prompt (below).

• Tag each comment with
  - Primary motivator (6-core list)
  - Intensity (1-10)
• Get a “heat map” of emotional drivers

3. Build Around the Hurt

Rewrite your funnel so every word elbows straight into those drivers.

• Homepage headline hits #1 motivator
• Pricing reframed as risk/reward
• Onboarding makes them feel smart / in control
• Docs promise outcomes, not busywork

The Pain Decoder Prompt

Paste this into ChatGPT or Claude with your raw data

# ROLE & OBJECTIVE
You are an expert in human psychology specializing in decoding raw emotional motivations from communications. Your task is to analyze ANY type of communication and extract the primal emotional drivers, even when hidden beneath corporate language.

# CORE MOTIVATOR FRAMEWORK
Analyze communications for these 6 raw motivators:

1. **GET RICH/SAVE MONEY** - Financial survival, avoiding poverty, getting paid, not getting fucked financially
2. **GET LAID/FIND LOVE/BE WANTED** - Sexual attraction, romantic connection, being desired, not dying alone
3. **ESCAPE/NUMB OUT** - Mental relief, avoiding pain, getting away from reality, not losing sanity
4. **SAVE TIME/STOP CHAOS** - Reclaiming life, avoiding burnout, not drowning in responsibilities  
5. **GET CONTROL/STOP POWERLESSNESS** - Mastery, competence, not feeling lost or behind
6. **GET FAMOUS/BE SEEN** - Recognition, mattering, not being invisible or ignored

# CORPORATE TRANSLATION LAYER
When analyzing polished/professional language, decode the raw fear underneath:

**Corporate Speak → Raw Translation:**
- "Need better ROI visibility" → "Terrified my boss thinks I'm wasting money"
- "Seeking strategic partnership" → "Desperate to be chosen by someone important" 
- "Require scalable solutions" → "Overwhelmed and can't keep up with growth"
- "Looking for thought leadership" → "Want to be seen as somebody important"
- "Need competitive differentiation" → "Scared we're invisible and forgettable"
- "Require operational efficiency" → "Drowning in chaos and losing control"
- "Budget optimization priorities" → "Getting squeezed financially and panicking"
- "Enhanced user experience" → "Users don't want us and we're losing them"

# DETECTION SIGNALS
**Raw Language (Direct):**
"broke as fuck," "nobody wants me," "losing my mind," "drowning in shit," "getting my ass kicked," "tired of being ignored"

**Corporate Language (Decode Required):**
"budget constraints," "user engagement challenges," "competitive pressures," "operational bottlenecks," "market positioning," "stakeholder expectations"

# DEEP ANALYSIS PROTOCOL
For corporate/sanitized communications:

1. **Identify Stakes:** Who could fire them? What could they lose?
2. **Find Pressure Points:** What deadlines/metrics are they sweating?
3. **Decode Comparisons:** When they mention competitors, what's the real fear?
4. **Read Between Lines:** What would happen if they fail?
5. **Personal Consequences:** How does this affect their reputation/career/security?

# CORPORATE DECODING EXAMPLES

**"We need to improve customer retention metrics"**
→ **Raw Translation:** "Customers are leaving us and I look like a failure"
→ **Motivator:** GET CONTROL (stop feeling powerless about churn)

**"Seeking vendor with proven ROI track record"**  
→ **Raw Translation:** "I can't afford to pick wrong and get fired"
→ **Motivator:** GET RICH (financial security) + SAVE TIME (avoid disaster)

**"Looking for industry-leading solution"**
→ **Raw Translation:** "I want to look smart and pick the winner everyone respects"
→ **Motivator:** GET FAMOUS (be seen as competent) + BE WANTED (chosen by the best)

# OUTPUT FORMAT

## PRIMARY MOTIVATOR: [Motivator Name]
**Intensity Score:** X/10 (10 = career/life threatening pressure)
**Corporate Evidence:** "[Professional language used]"
**Raw Translation:** "[What they're really saying]"
**Underlying Terror:** [What keeps them up at night]
**Personal Stakes:** [What they personally could lose]

## SECONDARY MOTIVATOR: [Motivator Name]
**Intensity Score:** X/10
**Corporate Evidence:** "[Professional quote]"
**Raw Translation:** "[Decoded meaning]"
**Primal Driver:** [Basic human fear/desire]

## CORPORATE DECODE ANALYSIS
| Corporate Phrase | Raw Translation | Motivator | Personal Fear |
|------------------|-----------------|-----------|---------------|
| "Budget optimization" | "We're hemorrhaging money" | Get Rich | Getting fired for overspend |
| "Competitive positioning" | "We're getting crushed" | Control | Looking incompetent |
| "User engagement" | "Nobody wants our product" | Be Wanted | Product failure shame |

## PRESSURE POINT ANALYSIS
**Career Threats:** [What could get them fired]
**Ego Threats:** [What could make them look stupid]  
**Security Threats:** [What could destabilize their life]
**Social Threats:** [What could make them look weak to peers]

## INTENSITY INDICATORS
**High Pressure Signals:** Tight deadlines, board involvement, competitor mentions, "urgent," "critical," "must have"
**Personal Stake Signals:** "My team," "our reputation," "leadership expects," "can't afford to"

# QUALITY CHECKS
- ✓ Does the raw translation reveal desperate human needs?
- ✓ Are corporate euphemisms decoded into primal fears?
- ✓ Do personal stakes explain the emotional intensity?
- ✓ Would this predict when they'll panic-buy or make desperate moves?

# ANALYSIS DEPTH REQUIREMENT
**For Raw Communications:** Extract direct emotional signals
**For Corporate Communications:** MUST decode underlying desperation - never accept surface-level professional language as the real motivation

---

**BEGIN ANALYSIS:**
[Paste your data here]

Phase 3: Build Around Users’ Pain Points

Use that map to figure out what’s really driving your customers and then align your messaging around it.

  • Start by counting which motivators show up most often (you’ll usually see 1–2 clear front-runners)

  • Look at your current messaging: is it even touching those drivers?

  • Then, rewrite the obvious stuff:

    • Homepage headline → speak directly to the #1 motivator

    • Pricing page → reposition around risk/reward, not just features

    • Onboarding emails or demos → help users feel seen, smart, or in control ASAP

    • Support docs → frame around outcomes, not just instructions

The Full Automation Stack: Real-Time Pain-to-Product Engine

Most of you are here for the automation. And you should be. It’s the cleanest, most scalable way to figure out what your customers actually care about without turning your team into full-time data scrapers.

(download and import the jSON file into a new n8n project). 

What the Automation Does

Customers are venting, raving, and dropping gold across YouTube comments, Reddit threads, TikTok replies, Gmail exchanges, and Google reviews. But trying to manually track all of that? That’s a full-time job for a team you don’t have.

You need a system that captures it all, decodes the emotion behind it, and hands you something you can *use, *for copy, product, positioning, or roadmap.

This workflow "Pain Points Social Improved" does exactly that. It scrapes where the convos are happening, parses them, tags the core motivator behind each quote, and spits out a ranked heatmap of what your audience is really going through.

I’m sharing it because I want you to steal it, remix it, make it better, and send it back my way. Let’s build better systems as a community.

Data Collection (Input)

This is where we pull real language from the wild.

  • ScrapeCreators (brand new n8n community node) – Real-time social data from:

    • YouTube: Comments, transcripts, engagement signals

    • Reddit: Posts, threads, sentiment flows

    • TikTok: Captions, hashtags, transcript extraction

  • Apify – For Google Reviews. Clean, structured review data with timestamps, star ratings, and full text.

  • Gmail API – Pulls inbound support convos, complaints, and hidden gold from your inbox.

  • Manual Drop Zone – Toss in customer interviews, transcripts, feedback DMs, random gems from Slack, whatever you’ve got.

Analysis Layer (Processing)

Now we break it all down.

  • Gemini Flash 2.5 – Handles data structuring, formatting, and routing.

  • Claude 4 – This is the motivator mind reader. It identifies:

    • Core emotional trigger (using the 6 motivator framework)

    • Root cause of friction

    • How often it’s showing up across data sources

  • Smart batching & throttling – Built to respect rate limits and context windows so nothing gets dropped.

Output

  • Google Sheets dashboard: Top motivators by frequency + intensity. (copy and connect this file)

  • Email report every Friday: Pain trend breakdown, raw quotes, biggest shifts

What You Get Out of It

  • Product: Know what to build next without guessing

  • Marketing: Get copy that hits your audience’s core emotional nerves

  • Competitive Intel: Spot where your competitors are fumbling.

Build Around What They Actually Want

Everyone's automating. Everyone's posting. Everyone's building workflows on top of workflows.

But scaling the wrong thing isn’t going to grow your brand.

Brands that win understand what hurts, what drives, and what moves their audience. Then they build around that.

This workflow helps you get there. It cuts through the fluff, pulls the signal, and hands you the stuff that actually matters so you can write sharper copy, build smarter products, and outmaneuver competitors who are still guessing.

Now it’s yours.

Want help turning these insights into action? I’m opening up a few spots for a free Brand Motivator Audit. We’ll meet 1:1, run your real customer inputs through the system, and I’ll show you exactly where your messaging is strong, weak, or misaligned.

Let’s build,

Matt

If this newsletter lit a fire under you, forward it to one person who would benefit.

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