How to Press People's Pain Points to Gain More Customers

By Jairene Cruz-Eusebio

Let’s say you have a very good product. You’ve placed all your efforts, emotions, and finances into building this product and you were sure it’ll be a hit. It will be the best thing ever since sliced bread. 

But wonder of wonders, it is not selling as you expected!

It’s not because you have a product, it may be because your marketing doesn’t resonate with your potential customers. Do you know what will attract their attention and make them say, “Hey, that product might just be the solution to my problems”? 

It is to bring their main problems front and center, and then tell them there’s a way to solve them. In short, you must press their Pain Points.



When it comes to marketing, many different strategies can be used. One thing that is often overlooked is customer pain points. Understanding the pain points of customers will allow you to tailor your marketing strategy and products accordingly. 

In this article, we'll take a look at what customer pain points are and how they can help your business grow. 

We will discuss how to incorporate this concept in your marketing strategy with the following sections:

The Theory Behind Pain Points

Types of Customer Pain Points and How to Solve Them

How to Know the Customers’ Pain Points

How to Use Pain Points in Marketing

Examples of Companies Using Pain Points to Provide Better Products or Services

Your success indirectly depends on the problems and successes of your customers, which is why it is important to put in the effort to understand the needs of your customers including the issues they come across. 

The process of getting to understand the needs of your customers, although important, is not quite easy. Because to achieve this, it would mean that you'd have to deeply understand your customers and the different pain points they experience.

This article will help by giving you a thorough explanation of what customer pain points are all about, including how you can leverage these pain points for your marketing.

The Theory Behind Pain Points

To explain the way pain points work, we're going to define the term and then go deeper into the different kinds of pain points customers experience.


What is a Customer Pain Point?

Customer pain points can simply be defined as those specific issues that your customers are facing. These are the problems that customers experience throughout their customer journey, even before they start being your own customer. 

These issues are related to your marketplace or niche, not necessarily from your own products or services. 


Think of it as a problem that you want to solve for your current and potential customers, so you can make money in the process!


Customer pain points can vary widely according to person, thereby making it a bit challenging to identify. 

They can relate to a particular industry, company size, geographic location, and more. It could range from something as simple as wanting low prices on products to dealing with long wait times on customer service calls.

Regardless of the type, pain points should be considered when it comes to all aspects of your business from product development to marketing campaigns. 

It’s not enough to just know your customers; you need to understand their problems. To get to understand a customer's pain point, you usually have to try to really put yourself in the shoes of your customers and understand the angle they are coming from. 


Types of Customer Pain Points

Many different types of pain points can be experienced by virtually any type of business, but they all stem from one common problem: the customer is either unable or unwilling to take action on what they want. 


The following are the most common types of pain points and how some companies are able to “steal” customers from the competition by improving on what their competition is doing badly or not doing at all.


1. Interaction

According to research, competition between about two-thirds of businesses is driven by customer experience. What this means is that businesses that are able to offer top-notch customer support and easy communication are usually one step ahead of others in the industry. 

This goes to show how important interaction is for the success of a business. Sadly, customers experience a lot of pain points from the way they interact with businesses. Sometimes, businesses may fall short of clear and timely communication, or may just use the wrong channel. 

Whichever the case may be, the frustration derived from interaction is enough to push a customer to seek an alternative, and that’s where you can swoop in to save the day!

The kinds of pain points you'd often see in this category are:


  • Lack of personalization

Although automated customer care responses help in a way, sometimes customers just need to speak to an individual to whom they can really express their problems. 


When a business lacks that option, it could become a serious pain point to many customers. 


Your answer to this pain point:

Our customer service representatives are real, live people. You won’t have to talk to bots to get your problems solved.



This T-Mobile ad is great at answering this customer pain point. They even mention that their competitors see numbers, while they see real people! If you’ve ever been turned off by your telecom due to poor customer service, you’d likely switch to T-Mobile because of this ad.


  • Waiting Time

Nobody likes to wait for long to have their problem solved. It gets frustrating to have to wait on the phone for customer care service for several minutes. 


Your potential solution: 

We have faster and better customer service. 


If you offer the same products or services as your competitors, you can improve on the customer support aspect and say you care more about your customers than any other. With you, they won’t have to stay on the phone or wait in line for hours.

  • Information overload

The digital age has ushered in an era of information consumption. Your customers are bombarded with advertising and information from lots of companies, it’s easy to get lost and not to arrive at a decision. 


Your marketing angle:

We make it easy simple. 


This works great for finance and insurance offers. While the technical aspects can be confusing and mind-numbing, you can simply highlight the main aspects and make the explanation simple enough. 


Your ad copy should be simplified enough, like talking to a fifth-grader (which is considered to be one of the best ways to get information across).

  • Language barriers

Many businesses are now trying to embrace global markets. However, if the interaction isn’t in their native language it can be difficult or even impossible for them to ask questions they need to be answered.


Your solution:

We speak your language. 


  • Insufficient channels of communication

These days customers expect to be able to contact you in a variety of ways. If they can’t get through on the phone, email, or live chat then it could cause pain points that your business will want to avoid at all costs.


Your answer:

You can contact us in any way convenient to you!

2. Processes

Pain points from process are those kinds of problems your buyers face due to sub-par processes. These pain points could stem from something as simple as limited access to your call center or the inability to easily get information from your website without shuffling through loads of pages. 

Buyers love convenience. 

A difficult buying process is enough to make customers change their minds about buying from you. 

The kinds of pain points you'd often see in this category are:


  • Lack of clarity about payment methods

Also, if your customers are unsure about how to pay then they might abandon the process and buy from a competitor.


It’s not enough to simply offer a product. You need to be able to provide the convenience and value that your customer is looking for. In order to do this, you must give them what they want with minimal friction or pain points otherwise they are likely going elsewhere–customers love easy.


Your possible solution:

We accept Visa, Mastercard, Discover Card, Paypal, Paxum, Webmoney, Bitcoin, and all kinds of e-currency!


You don’t have to have all kinds of payment options; you just need to be clear about what you can accept. But having a wide range of payment choices will surely be an advantage.



  • Problems with pricing

If your customers don’t know how much the product costs then they might not be able to make a decision. If you have multiple options for pricing, it could lead to confusion and frustration because there's no clear path forward. Some might even worry about hidden fees!


Your marketing angle:

At our company, you can be sure that there are no extra charges and hidden fees.



Chime’s banking with no hidden fees is a great example of a business capitalizing on their competitors multiple additional fees. They present themselves to be clear and transparent in doing business with you. This is enough to get customers switching to them.


  • No safety

Customers are more conscious of security these days. If your services don’t have high levels of encryption, then they will fear their personal information falling into the wrong hands or getting hacked.


Your solution:

With us, you’re secure. You don’t have to worry about getting tracked or monitored.


Like what we’ve discussed in one of our previous articles, you can gain your viewer's confidence on the first ad view with Trust Badges.


You should also talk to your own customers as well as potential ones about more subtle process pain points that they may not even know exist. This could be something as simple as a lack of customer service transparency or the inability of someone without an account to place orders on the website. 


3. Functionality

The functionality of the product is what really drives a business. If for any reason the product doesn't do what the company says it does, customers will leave. 

Functionality pain points mostly stem from the inability of the product or service to meet the customers' expectations. 

The kinds of pain points you'd often see in this category are:


  • Conflicting or confusing features

Customers might be confused if the product has a feature that is different from other products in the same category.


Your marketing angle:

We have everything you expect.

  • Existing features that are old and outdated

Customers might not know that your product has outdated features. They may buy it, only to find out later and then they’ll be frustrated because the feature doesn’t work as advertised or meets their needs.


Your marketing angle:

Our products are always in step with the current trends!

Take for instance iOS devices. One of their main features is that they are frequently updated to match current trends and security features. Also, if there’s an app that rising in popularity out there, you can bet your bucks it’s available in the Appstore. You can say goodbye to your Fear Of Missing Out (FOMO).

  • Too many features

If a product has too many features that aren’t necessary for its function then it will confuse and frustrate your customer. They may not know what to do with the extra options so they'll abandon them altogether.


Read more about The Paradox of Choice so you can understand why more choices or features may actually mean less sales. Limiting the choices while still providing enough to satisfy your customers is key.


Your solution:

Find the best service from any of our three ultimate subscription plans!

  • A shortfall of features

If a product doesn’t have basic features that are necessary for its function, then customers will be frustrated. For example, if you sell a sports camera and it doesn't have the ability to take video or photos underwater then your customer won't know how to use it when they go on vacation.


A good way to go about solving customer pain points from functionality is to conduct usability tests to see what features are working or not. You should also use analytics tools such as Google Analytics to monitor customer behavior on your website and in your app so you can understand where the pain points are coming from.


4. Productivity

In this category, pain points arise as a result of customers wanting to be more efficient or to simply have a more straightforward experience process with companies. 

Customers want this because their time is very valuable to them and it's easier to avoid anything that will draw them back when making a purchase. There are simple steps businesses could take to avoid such redundancy, and it could be as easy as just ensuring the checkout process contains only a few steps. 

There are several companies right now whose main focus is ensuring that customers can easily perform a task that usually takes them a lot of time.


Help your customers do more for less effort.


The kinds of pain points you'd often find in this category are:


  • Productivity challenges

If a customer has to figure out how they are going to accomplish their tasks in order to make what they want, then it's not very productive. Or if there are many steps needed to be done in order to create an output, it can get customers frustrated.


Your possible solution:

We have created hundreds of templates for you to choose from! Just one click and you’ll come up with great images and presentations as needed!



Canva is one company that greatly succeeded in this area. From work from home moms with small businesses, up to marketing strategists of large corporations now utilize Canva. It’s simply because of how easy it is to use and how beautiful the outputs are, even if you have no background in graphic design.


The result? A company that is slowly becoming a household name.


Another great example of a product pressing on people’s pain points is Instant Pot. This company’s ads regarding how our current fast-paced lifestyle is causing us to settle for fast food and other unsatisfying meals, just eating for eating’s sake.

“Who has the time, kitchen space, and energy to prepare healthy family meals day after day?” - Instant Pot


  • Difficult or confusing checkout process

A long and complicated checkout process is bound to frustrate your customers. It wastes their time and energy because the longer it takes them to finish, the more likely they are to abandon their cart.


If your customers have to jump through too many hoops just to buy a product then they’ll probably give up and go somewhere else.


Your marketing angle:

We make it easy.


One company that did this well is Amazon, when they introduced their Buy Now with 1-Click button in 2017. It was so effective that a lot of businesses followed suit!

Image from

  • Need for Multiple Tools or Software

When it comes to customers that use multiple devices, applications, or tools, every task is a nightmare because they have to open multiple programs at once. Just one look at all the applications they open and they wince. They dread the start of a working day.


Your solution:

Everything you need in one place.



Our platform, Brax, is a great example of a company looking into the pain points of potential customers and providing them with a solution. Brax answers native ad marketers’ need for a one-stop marketing solution to managing accounts from multiple native advertising platforms.


When it comes to Productivity, the best examples of companies adept at pressing customer’s pain points are As Seen on TV ads

You can see how well they introduce a potential problem (most of the time exaggerated), and top this problem up with additional concerns arising from the main problem.

The person will be so overwhelmed and frustrated that he can’t move on with his life (ok, I am exaggerating, but you get what I mean).

Here comes the amazing product that solves the main problem. As a result, everything seems better and the person in the ad lives happily ever after.

If you think about it, many of the products presented in As Seen on TV commercials are actually not that necessary, but since the customers’ pain points are pressed repetitively, they are convinced that they need it.

Their emotions lead them into buying.

5. Financial

This kind of pain point simply has to do with money. 

Prospective customers may already be spending beyond their budgets on a current provider, and need an alternative is to cut costs. You could present a cheaper solution to them and get them on your team. 

It's also possible that you're the company offering the high prices and causing the pain. The customer may be looking for something more affordable, or they're just not confident in the quality of your products in relation to the price. 

Some common pain points in this category are as a result of the following: 


  • Cost

Sometimes customers are hindered by the amount of money they have, and they can’t afford to buy something or are unable to purchase it as easily. This often poses a pain point when your products are above their purchasing power.


The majority of customers want to save money. If you can give them a product or service that costs less but is just as good quality, then you have an instant customer on your hands.

Your solution:

Choose from our range of plans based on what you can afford! 



This is actually the primary reason why companies provide multi-tiered plans. Take for instance WinBack, an SMS Marketing company. Their lowest plan is $59 and is meant for small businesses who are worried about costs but want to take advantage of SMS marketing, while the most expensive plan is $1,499, which is meant for medium to large businesses that need to reach thousands of customers.


Another solution:

Buy now, pay later!


  • Additional fees at checkout

Customers want to feel like they are paying a fair price for their products, and if there are any hidden fees that come up at the checkout then this can be an instant concern.


Your marketing angle:

Free shipping and handling!


Customers don’t want their purchase cost to increase more than they expected. Which is why free shipping is a great way to attract new customers to your store.

  • Fees dramatically jumping up after a certain time period

Customers want to be able to predict their expenses and know when the fees will go up, if at all they will. This is a particularly touchy subject for customers who maintain a specific monthly budget.


Your solution:

Guaranteed little to no price increase!


  • Price is not equivalent to the product or service they receive

When customers shell out a lot of money, it only means one thing: they expect the product or service to be worth it. Customers that are disappointed with their purchase become irate customers and can lead to lost clients. Imagine how many people they can influence to NOT buy from the company?


Your marketing angle:

Our product is worth every penny.



Charging high is acceptable if you can also follow through with features and benefits that can justify the price. Take a look at iPhone -- we all know how expensive one is. But they make up for it with quality features and benefits.



An effective solution to pain points from finances would be to offer alternatives that they can afford. It doesn’t mean that all your products or services should be cheapened so that everybody can afford it -- many companies have expensive subscriptions that are actually thriving!

It is because they provide quality products and/or services that will make customers feel that the price is actually worth it.

How to Know The Customers' Pain Points 

Image from Ceralytics


If you can identify your customer’s pain points, then you have the power to fix them.  It's not always easy to know what their pain points are, but if you listen and ask questions then it'll be a lot easier. 

It's important to identify pain points and collect insightful information from your customers because it helps provide better service. And when you provide excellent service, happy customers may also tell their friends about how great your company is. By letting your buyers and prospective buyers know customers are satisfied with their experience in any area of your business, they will be encouraged to buy from you and keep doing so. 

There are different approaches you can take to identify and understand your customers' pain points, and some of the most effective methods are as follows:


1. Qualitative Customer Research

It's possible that a good percentage of your customers are experiencing similar pain points. 

However, there is often a difference in the root cause of the issues, which could be as wide as the various kinds of customers you have. For this reason, carrying out qualitative research to identify your customers' pain points is very important. 

Qualitative research is more effective than quantitative research in this regard because qualitative methods involve open-ended questions which give customers the chance to really express themselves. 

Quantitative methods on the other hand are more restrictive in terms of the responses customers can give. Customer pain points are highly subjective and customers often have varying problems. 

Primarily, when identifying customer pain points through qualitative means, there are two sources you could get information from - the customers directly, and your support or sales team.


Qualitative Methods To Get Information From Customers

Some qualitative methods to get information from customers are:

  • Surveys

Surveys are a great way of getting information from your customers. It’s an effective and efficient method to obtain customer feedback, which is always useful for improving the quality of your products or services. 


Surveys can be administered in person, online, by telephone, through email, or even as a mobile device app. 


The best kinds of surveys for this purpose should include open-ended questions to really hear and understand what the customer feels. 



  • Interviews

Interviews work well in situations where you need to ask more complex and detailed questions. In this type of interview, the interviewer typically asks a series of open-ended questions that are then discussed with the customer. 


The process is usually recorded so it can be reviewed at a later time for accuracy and clarity. 


  • Focus groups

Like interviews, customer focus groups are a valuable method for understanding customer pain points. 


In this case, these are conducted in person for about an hour or two per session. The group is led through discussions by a moderator who ensures that all members have time to participate in the dialogue.


  • Live chat

Live chat is a great way of gaining insight into customers' pain points. This method takes advantage of the fact that most customers who are unhappy about something will talk to you before they make their purchase decision and leave. 


It can be an effective strategy for connecting with your prospects early on in the process when it’s more likely than not that they still have questions about your product.


  • Customer support tickets

Customer support tickets are a great way to collect customer information on satisfaction with your product or service, as well as how they felt about getting in touch with you when they had an issue. 


These responses can be helpful for identifying pain points that might not have been identified otherwise. Many e-commerce businesses make it very simple to collect support tickets through the use of a ticketing system. 


Customers can easily log their concerns through a simple portal, and you could categorize these pain points according to their prominence. This often goes a long way in analyzing common problems and offering solutions. 


  • Customer Reviews

If you are a business that has an online presence, then leveraging your reviews is a great way to learn more about the depth and breadth of customer pain points. 


These will be helpful for understanding which problems might not have been noticed otherwise or where there may be a recurring issue with how customers feel they were treated by your company.


You can enable this option in your website and other online presence (like social media). 


Third-party review platforms that are available online and are great places to check into your potential customers' state of mind, problems and expectations. Such platforms include TripAdvisor, Yelp, Glassdoor, and even Google Reviews.


If you are looking to have an edge over your competitors, check their customers’ reviews and use this information to improve your own offerings and even create a marketing angle.


Burger King and McDonald’s “battle” is very entertaining to follow, and is also a great example of how one company looks into the pain points of the other’s customers. 


This video shows how McDonald’s leveraged customer complaints about Burger King having too few branches. But Burger King turned the tables on McDonald’s by showing that customers prefer their burgers over their competitors.



Questions to Use to Find Out Customers' Pain Points

When talking to customers to figure out their pain points, it’s crucial that you ask the right questions. This especially applies to qualitative research where customers are given the chance to answer questions freely. 

It's best to refrain from questions that require just yes or no answers as this can lead to biased and limited responses, which will only give you a narrow view of the customer's problem. 

Examples of good open-ended questions you could ask when trying to identify your customers' pain points are:

  • What are the issues that bother you about a specific product/service?


  • How do I compare to (main competitor)? 


  • What is it like working with us compared to other companies in this industry?


  • If you had a limitless budget, what would be the first change you would make if given that opportunity?


  • What do you wish we did differently?


  • What is the most frustrating thing about our product/service that makes it difficult for you to recommend us to others? 


  • Under what conditions would a customer be happy with this purchase or experience?


  • What is your opinion on our services?


  • What are the things you like and dislike about this product/service? 


  • Do you have any other thoughts or comments about what we're doing well or not so well?


The above are just a few of the many questions that could help identify your customers' pain points. 

This process can be done with a focus group, an interview, a survey, or through live chat. 

The important thing to remember is that you need to find out what the customer's pain point is, not just how they feel about a product or service. 

It's also a good idea to continue asking questions even after one customer mentions their pain points. Try talking to as many customers as possible to get a sense of where the pain points are in order to tailor your product or service. 

When responding to your prospects, don’t forget to tailor the response around what you took as their problem. This shows you were paying attention and addresses the customer's pain point right away.


2. Qualitative Methods To Get Information From Internal Sources

Your sales or support team is another source of vital information on your customers' pain points. Simply because they are the first people in any business to learn about the concerns of various customers. 


Customer Concerns vs Organizational Concerns

Your sales or support team can provide you with invaluable information on your customers' and prospects' pain points based on the feedback they get on a regular basis.

It is however vital that when getting information from these teams that you're able to discern between customers' pain points and the pain points of the team members themselves. 

Although the pain points of your team members are important, you will need to filter through all of that to get to the bottom of what your customer's concerns really need. 


You must be careful not to categorize organizational problems as customer pain points. 


For instance, a customer service representative might mention that they don't have the resources to meet the high demand for service as a pain point. However, this is not the customer's issue and should be filed under organizational problems rather than the pain points of customers. 

A salesperson might also tell you that they think customers don't like the pricing. But, if your prices are competitive then this could be a concern from the salesperson and not from actual customer pain points.



Collecting Customer Concerns from Your Team

To get information about customers' pain points from your sales or support team, you can follow a few simple steps: 

  • Ask the sales or support team members to prioritize customer pain points from their perspective, and then identify any potential organizational issues that are preventing them from meeting expectations. 


  • Prepare a checklist of common concerns, with a space for “Others”, meaning something that is not included in your list. This way, your team can easily gather data after talking to a customer.


  • Ask about any feedback they've received from customers and prospects, as well as what makes them happy with the service or product. Sometimes customers will volunteer this information when already in contact with a rep from your company.


  • Compare these observations to insights you get from other qualitative methods such as interviews, focus groups, live chats, etc.


It usually helps to record conversations with salespeople, service representatives, etc in order to keep track of how often certain problems are mentioned by different people. 

With this information, you'll be able to identify common pain points and get a good idea of what your customers are thinking.


Another internal source aside from your team is your website analytics.

To better understand your customer's pain points, you can leverage the data that is already stored and collected by your website. 

You could swiftly go through web analytics tools like Google Analytics to get valuable information about what pages on your site get the most traffic or how they are viewed.

The data obtained can tell you a lot about the intentions of your customers and what gets their attention. Information on visitors' bounce rate and time spent on a page can give you insight into what your customers are interested in knowing about and if the information you've given them meets their needs.

If you have installed monitoring tools like heatmaps, you will even be able to determine areas that users are having most trouble with and areas you can further exploit.


Extra: Get information from your Target Persona

When you start your business, you already have an idea of who your customers are. One of the ways to gather information about their pain points is to research on audiences that fall under your target audience.


It's no secret that you can find out a lot about your customers on social media. Through social listening, you could learn a lot about customer pain points and preferences. 

You could use specific tools for social listening to monitor your brand's mentions and perceptions. These tools help to make the process automated and much easier so you can focus on utilizing the reports to become better.

For example, your target persona is a young male professional who is active in Linkedin. You can go to that platform and check the profiles of these young professionals. What are their interests? What are their usual complaints?


Solving Customers' Pain Points

The best way to solve customer pain points is by listening. Listening and understanding the issues your customers and prospects are facing, will give you a better sense of what they want from their solution. 

It removes any guesswork about whether your product or service can help them or not. When it comes down to solving these pains, focus on asking the right questions as previously explained. 

Once you know these pain points, narrow down on a solution that is tailored around them. 

The solution will depend greatly on what your company can offer and what the customer’s pain point is, and so it may vary. After giving a solution to a pain point, it's important to let your customers know that you have solved their problem so that they are encouraged to continue shopping with you. 


How to Use Pain Points in Marketing

By now, you are probably well versed in the concept of pain points and know how to look for them. So now that we have looked at pain points in a little more depth, let’s take a look at how to better use this knowledge in your marketing efforts.


1. Identify the Pain Point that You Want to Use


Example: Basic Outfitters

You have an online store that sells typical clothes for men, like underwear, t-shirts, socks… you know, the usual. It’s nothing mind-blowing and it would not change the world, so how can you market it?


Simple, use the pain point that men hardly ever purchase their basic essentials! They have more important things to do than shop for these “basic” stuff and these always seem to be too expensive.


Make it easy by making the task so simple, it only takes them a couple of minutes. And make it so affordable that men can shop often and not worry about the price at all!


It’s a great idea, isn’t it? Well, someone actually thought about that first!



That’s exactly what Basic Outfitters did. They provided a service that solves a common pain point for men.

Example: Weight Loss Product

Now let’s use an example that is pretty common in native advertisements: a weight loss offer. 


Weight loss offers typically follow the same angle, which is making weight loss an easy task. To effectively lose weight, you have to watch what you eat (diet) and exercise regularly. We all know these may sound easy but are actually very tough. 


This is the customer pain point that many weight loss products are pressing, such as this one below:

2. Talk About The Pain Point In Your Copy

The idea here is to mention the pain point you chose, and reinforce the reason why your product or service is the solution to their problem.

Basic Outfitters

If you are marketing a store that sells clothes for men then include information about how frustrating it is to find quality clothing at an affordable price on your website, blog, landing page, or basically any touchpoint.

Weight Loss Product

Let’s go back to the weight loss offer. The content of the landing page further emphasizes how this pain point affected Kelly Clarkson’s life.



3. Offer A Product/Service To Specifically Tackle Your Customers’ Pain Points

It doesn’t matter if it’s not an invention -- it only needs to be an innovation. An innovation is a new approach to doing something, a practical implementation of a usual task.


Basic Outfitters

Going back to our example, Basic Outfitters provides a service they call Create-A-Drawer.


For a given option, like for a Small Drawer, you are given undergarment choices for a budget of $60. You can get socks, underwear, and shirts as a package deal. There’s no need for you to compute how much the total cost would be if you choose this and that. They simply provide the options that would match the budget or plan you set. Easy!



Weight Loss Product

So the solution to the toughness of losing weight? A weight loss pill that helps you burn fat.


4. Show Your Customer Before And After Their Pain Point

This is a great way to show how you solve the problem, which in turn gives potential customers confidence that they’ll be making the right decision if they purchase from your company. 

Weight Loss Product

The Before and After pictures are one of the most commonly used marketing strategies for diet offers. Seeing how a person improved from being overweight to slim gives ordinary people the feeling that the product is legitimate and the results achieved by these people just might happen to them.

5. Share customer testimonials that address a pain point in your industry

Customer testimonials and reviews help boost your brand’s ability to follow through when it comes to solving their pain points. After all, it’s your customers that are saying it.


Basic Outfitters


Weight Loss Product

Examples of Companies Using Pain Points to Provide Better Products or Services

You know that using Pain Points is a powerful strategy if some of the biggest companies are doing it. So here are  some examples of companies that make use of customer pain points in marketing their brand.



Amazon is a very popular e-commerce that continuously strives to provide the best services to customers. Their online shopping portal is already very convenient, thanks to improvements they made to address customer pain points.



One of such is having to wait for items to be delivered to the given location. Amazon identified this pain point among its customers and as a way to tackle it, came up with the Amazon Lockers solution. 


The Amazon Lockers allows customers to pick a convenient location to have their items delivered faster, thereby removing the pain of having to wait a long time to get their items. This solution provides customers with a much more convenient option at the last stage of their buying journey.

Johnson's Baby

Johnson's Baby is a popular brand among mothers with babies, as they deal with baby items. Since the length of maternity leave is just six to 12 months in most places, mothers have no other choice than to result to pumping their breast milk at work in preparation for their baby's meal for the following day. 

While doing this, mothers are often forced to hide as there is hardly any privacy at these offices. 

Johnson's Baby identified this as a major pain point for its customers and started a campaign called 'Pump it Forward' to create awareness for breastfeeding mothers and a better environment for them to pump milk. 

The company created stickers for mothers to use to signify to people in the surroundings that she's pumping milk and needs privacy. This campaign created great awareness for the cause and also attracted lots of customers. 

Who wouldn't love to purchase from a company that obviously cares for its customers?



Having to log in or key in your credit card details every time you purchase something online can be troublesome. You’d have to manually type everything, and since you can’t remember all numbers on your credit card, you’d always have to get from your purse or wallet before completing a transaction. Such a hassle.

PayPal answers this common customer pain point by providing PayPal One Touch. You only have to create your account in Paypal, link your credit cards once, then activate Paypal One Touch. 

All future transactions can be done with a simple click of a button if the merchant you are buying from accepts Paypal payments. Plus, they provide extra security and buyer protection.



Drive Your Customer’s Pain Away and Get More Sales!

It can be challenging to identify customer pain points that are specific to your own niche, but they should still be considered when it comes to all aspects of your business. Whether you're developing a new product or running an ad campaign, knowing what a customer's pain point is will help you market more effectively and drive sales with less effort.

Try using one customer's pain point in your native ads and see how it compares to other marketing strategies!