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Many solopreneurs struggle with marketing not because of their offer, pricing, or platform, but because they’re speaking to the wrong version of their audience. In this episode of The Aspiring Solopreneur, Carly Ries and Joe Rando explain the three identities every buyer moves through: Problem Identity, Process Identity, and Product Identity.

Understanding these identities helps solopreneurs create messaging that connects, builds trust, and converts clients. Learn why focusing only on pain points can hurt conversions and how identity-based messaging improves marketing results. If you want your marketing to resonate with potential clients, this framework can change how you communicate your value.

What You’ll Learn in This Episode

• Why focusing only on pain points can hurt conversions
• The three identities every buyer experiences during a purchasing journey
• Why most solopreneurs skip the process stage in their marketing
• How identity-based messaging helps clients see themselves evolving
• Questions you can ask to immediately improve your marketing

The Three Identities in Buyer Psychology

1. Problem Identity

This is how your audience sees themselves right now.

Examples:

• Overwhelmed
• Inconsistent
• Struggling to grow
• Unsure what to focus on next

Talking about pain points can capture attention, but people don’t want to stay identified with their problems.

2. Process Identity

This is the identity your audience wants while they’re solving the problem.

During this stage they want to feel:

• Strategic
• Capable
• Consistent
• In control

This is the stage many solopreneurs forget to address in their messaging.

3. Product Identity

This is who your audience believes they’ll become after the transformation.

For many solopreneurs, that identity includes:

• Being a legitimate business owner
• Running a profitable business
• Having control over their time
• Building a business that supports their life

People don’t just buy products or services. They buy the future version of themselves.

Key Takeaway

When creating marketing or messaging, ask yourself:

1. What identity is my audience currently stuck in?
2. Who do they want to feel like during the journey?
3. Who do they believe they’ll become after success?

Your marketing should speak to all three identities.

FAQs

What are the three identities in marketing?
The three identities are Problem Identity, Process Identity, and Product Identity. These represent how an audience sees themselves when experiencing a problem, who they want to become during the journey of solving it, and who they believe they will be after achieving the result.

Why do pain points alone not convert clients?
Pain points can capture attention, but constantly reinforcing struggle can cause resistance. People want to move beyond their problems, so marketing that also speaks to growth and transformation tends to convert better.

How can solopreneurs improve their messaging?
Solopreneurs can improve messaging by addressing where their audience currently is, who they want to become during the process, and the identity they hope to achieve after success.

If you enjoyed this conversation, be sure to subscribe to The Aspiring Solopreneur and leave a review to help other solopreneurs discover the show.

About the Show

The Aspiring Solopreneur helps one-person business owners grow smarter, avoid burnout, and build businesses that support their lives, not consume them. Hosted by Carly Ries and Joe Rando, the show features practical strategies, real conversations, and expert insights for modern solopreneurs.