Why Every Coach Building a Private Practice Should Take Katelyn Bourgoin's PAINKILLER Course

The messaging course I wish I'd found sooner and why it's especially useful for coaches

Note: This post contains an affiliate link. I only recommend resources I genuinely believe in. If you make a purchase through my link, I may earn a small commission at no additional cost to you. Using my link will get you a $50 discount off the price of the course.

If you've ever stared at a blank screen trying to write the "about" section of your coaching website, rewritten your Instagram bio for the fourteenth time, or wondered why people seem interested in what you do but nobody is actually booking, the problem almost certainly isn't your coaching.

It's probably your messaging.

And Katelyn Bourgoin's PAINKILLER course is the most useful thing I've found for fixing it.

What PAINKILLER is

PAINKILLER is a 3.5-day, self-paced messaging course built around a 7-step system grounded in behavioral science and buyer psychology. The core idea is simple but genuinely powerful: people don't buy vitamins, aka things that are nice to have and good for them in theory. They buy painkillers, aka solutions to problems that are urgent, specific, and painful enough to act on.

If your coaching practice isn't attracting clients consistently, there's a good chance your messaging is positioned as a vitamin. PAINKILLER teaches you how to reframe it as the painkiller your ideal client is actively looking for.

The course includes 19 bite-sized lessons, 8 hands-on exercises, and 8 AI-powered bots trained specifically for messaging and copywriting work. These aren't generic ChatGPT prompts... They're bots that Katelyn Bourgoin and her team have built around competitive analysis, buyer research, pain identification, and copywriting techniques that convert.

Why this is particularly relevant for coaches

Here's what I've noticed working with coaches who are trying to build their practices: most of us were trained to talk about coaching in coaching language. We talk about behavior change, whole-person wellness, the coaching relationship, evidence-based frameworks.

None of that is what our potential clients are searching for.

Your ideal client isn't Googling "evidence-based behavior change coaching." They're Googling "why can't I stop stress eating" or "how do I stop feeling behind at work" or "I know what I should be doing but I can't make myself do it." They're describing a painful, specific, felt problem — and if your messaging doesn't meet them in that language, they scroll past you and find someone else.

PAINKILLER teaches you how to find that language. Specifically: how to identify the most painful, most urgent version of the problem your coaching solves, understand how your ideal client describes it in their own words, and translate all of that into messaging that makes someone feel immediately seen and immediately interested.

For coaches who have been trained in motivational interviewing and person-centered language, this is a useful counterbalance — a reminder that the way you talk to clients in a session and the way you communicate what you do to people who don't know you yet are two very different skills.

One of the most common mistakes coaches make when trying to write their own messaging is relying on what they think their clients need rather than what their clients actually say about their own experience. The course teaches you how to mine real language from real buyers — from reviews, forums, interviews, and other sources — and use that language to write copy that lands because it sounds exactly like what your ideal client is already thinking.

This is the same principle underlying motivational interviewing — meet the client in their own language, reflect back what you hear, start where they are. PAINKILLER just applies it to marketing instead of a coaching session. If you've been trained in MI, this will click for you immediately.

What it costs and what's included

PAINKILLER: $475 with a 7-day money-back guarantee, plus $50 off if you use the link in this post.

That includes lifetime access, all 19 lessons, 8 exercises, 8 AI-powered bots, a reusable 23-page messaging strategy template, and lifetime updates.

It's a great fit if you're building a coaching practice with a specific offer (like a coaching package, a program, or a course) and you're struggling to communicate the value in a way that converts browsers into buyers.

Per the course page itself, it's probably not the right fit if you offer fully bespoke services that are different for every client, or if your sales process involves multiple stakeholders. But for coaches with a defined coaching package or a course they're trying to sell? This is truly the most helpful course I've ever taken in learning the art and science of messaging and copywriting.

Bottom Line

Katelyn Bourgoin is one of the most credible voices in buyer psychology and messaging — and PAINKILLER is a genuinely practical, efficiently designed, science-backed course that delivers on its promise in a remarkably short amount of time.

If you haven't heard of her and you're not ready to invest in her course, I'd highly recommend checking out her free email list, Why We Buy.

If you'd prefer 1:1 support for building your business

Then check out The Business Edit 1:1 Coaching Program or The Business Edit Course! Working with me 1:1 is kiiiiind of like getting access to all the business courses I've ever taken (and lemme tell you, I've taken a LOT) all in one fully customized coaching, consulting, and project management hybrid package.