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Pain advertising: What it is and why you need it

Everything you need to know about pain advertising

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Whether you are new to marketing or have been deep in the trenches for decades, pain marketing is one of those terms you have undoubtedly heard or read about when going about your daily reads or business podcasts.

This has potentially left you intrigued and curious as to what pain marketing is and how it can help your business reach the dizzying heights you aspire to. Today, we won’t only go over what pain advertising is. We will also provide you with a keen understanding of what your customer’s pain points may be and how it benefits you to become a pain management specialist and run your marketing team like a pain management clinic.

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What is pain advertising?

Pain point advertising is a technique that pain management clinics, aka marketing teams, use to convert product features into tangible benefits for their clientele. These come in many different shapes, sizes, and forms. 

Not all prospects’ pain points are equally effective across all types of products and services. For example, a functional pain point such as battery life for tech users does not transfer over to a client that is looking for a dental service. A physical and emotional pain point would be better suited in the latter case.

It’s worth noting that many prospects’ pain points can cover a single target audience, so let’s go over each one and see which will help you better communicate the benefits of your product or service to your target market.

How do I identify my customers’ pain points?

There are many ways to identify your customer’s pain points. However, we are going to cover the 4 core ways you can do so. These ways will range from introspective techniques your marketing team can apply internally, as well as external information provided by your sales teams.

Check out your online reviews.

The first clue as to what pains your clientele can be found within the online reviews of your product or service. Customers are usually very vocal on issues they face, even if they say something indirectly. The key is to read between the lines.

For example, if a customer complains about a product easily breaking physically. In that case, you can extract from that complaint or review that high build quality is a tangible benefit that could soothe their pain.


Talk to your sales team.

Your sales team can be a treasure trove of information about what customers expect and are actively looking for. However, avoid falling into the common pitfall of discussing completed sales. Instead, a far more beneficial conversation is what are the challenges they face that lead to lost sales.

Affordability is an issue with certain products, which reveals an emotional and social pain point. Your pain management services could focus on the tremendously affordable payment plans you offer.

Ask the right questions to get the information that would benefit you most.

What questions you ask and how you ask them in your customer reviews and surveys can be the difference between creating a rich vein of information for you to tap into to grow your business or a dry well of unusable information.

A great example of this is if you sell a reusable or subscription-based product or service. If you ask clients How often do you change your “X service or product”?

And the options to choose from are “extremely often,” “moderately often,” and “rarely.” That information is vague and doesn’t hold much value.

However, if you were to phrase the question as “I replace “x product or service”… and have the options as ”every month,” “every three months,” and ”once a year.” This question will give you a tangible timeline to actively remind customers around the time they are ready to replace their current product or service, which addresses a functional pain point for the clientele.

What are these functional, emotional, social, and physical pain points we speak of? Well, let’s have a look!


What is a functional pain point?

Functional pain points may be the easiest to determine. These are usually points such as if a product is waterproof, or in the case of a kitchen appliance, is it dishwasher friendly. Essentially a functional pain point boils down to a surface-level functionality of a product or service.

Taking it back to our examples, a client may want a set of socks for hiking but getting them wet are a pain point for the customer. You could then soothe that pain point by advertising your socks as waterproof.

What is an emotional pain point?

In contrast to functional pain points, emotional pain points are more complicated. Emotional pain points, once identified, can allow you to create powerful and personalized messages for your clientele.

Emotional pain points are usually rooted in insecurity, anxiety, or inadequacy, which everyone experiences. So, for example, if you are selling high-quality fabric clothing, a functional pain point may be a fear that the clothing rips easily. However, the emotional pain point is the fear of judgment for wearing ripped clothes. In this case, you should emphasize the quality of the fabric and its resistance to being ripped.

What is a social pain point?

Social pain points are very similar to emotional pain points and can stem from the fear of missing out or being left out of a specific class or bracket of society. Testimonials are a fantastic example of a marketing team or pain management clinic, if you will, soothing this particular pain point. 

Testimonials can address any social quandaries a buyer may have about how they may be perceived if they own a particular product or service. 

What is a physical pain point?

Physical pain points are the most tangible customer pain points available to appeal to. These usually relate back to physical discomforts such as thirst, hunger, or fatigue.

Ideally, you would want to highlight your product’s thirst-quenching capabilities. Energy-drink companies such as Monster or Red Bull are masters at this kind of customer pain point relief in their marketing.

This should help you apply pain marketing t your target audience. If applied correctly, you can boost your sales tremendously but let’s take a deeper look at the benefits of correctly applying pain advertising to your customer’s pain points.


What are the benefits of pain advertising?

There 9 individual beneficial points that we will look at that will help you understand how pain advertising can positively impact your business. From understanding your target audience better and boosting sales to communicating more effectively and boosting your bottom line, there is a lot to cover, so let’s get to it.

It helps you understand your target audience better

Once you have identified the core pain points of your customer’s experience, it will help you thoroughly understand them, their needs, and their wants, which is the ultimate goal of pain management marketing. In turn, this will help you direct your marketing campaign in a direction that addresses these issues head-on and help drive your sales. 

Grasping these issues will sharpen the edge of your targeted ads and help you personalize your marketing to your core targeted market, and make them feel as if you are marketing to them individually.

A more effective way to communicate your message

If you can effectively tap into your targeted audiences’ pain points, it will help you directly speak to their concerns. This will help cut down on talking about your product as a whole and cut straight to the topics that matter to you and your customers.

Directly addressing any issues in your communications also helps your customer understand how the features of your product transform into real-world benefits that improve their situations or addresses any concerns they may have.


Pain marketing helps you stand out or stay ahead of the competition

In the modern world of marketing and business, there are at least ten other companies or products that offer what you do, or that is how it feels at the very least. Addressing a niche’s pain points directly will help your company and product stand out from the crowd.

This is because addressing pain points will build a personal attachment between your product and a prospective client’s needs, which in turn will help you stand out or stay ahead of your competition. When there is a sea of traditional marketing strategies and ads and marketing, the one that addresses a customer’s pain points directly will stand out and feel personalized to that customer.

Increased response rates and conversions

It is only natural that if you appeal to your target market’s pain points, your product will receive a higher response and conversion rate. People always respond more positively when they feel directly spoken to. 

By creating online ads that directly address your client’s pain points, your ads will come across far more useful and relevant to them. This will, in turn, generate organic traffic toward your product and drive conversions and responses through the roof.

Build a stronger relationship with your target audience

Most of these benefits can be boiled down to because you are appealing to real issues your clients are having. Your interest in the clientele seems genuine and helpful instead of predatory and profit-driven. 

When customers feel a business has genuinely soothed a pain point, it creates a relationship that is trust-based and built from a mutual understanding of each other’s needs. Once more, if you appeal to a customer’s pain points in a genuine way, it will foster a closer relationship and place you first in their mind when they need to repurchase the product or service.


Boosts your bottom line

The aim of every business is to be as profitable as possible. The best way to generate a profit is to focus on a niche market experiencing a niche problem. Pain management marketing is a specialized extension of this aim. Customer pain points advertising puts a laser- focus on the niche and its problem and helps you leverage yourself to address the pain point as best as possible, which will undoubtedly boost your profits.

It’s a win-win for customers and businesses

Becoming a pain management specialist or running a successful pain management clinic is a huge benefit for both you and your customers. Each point builds a little from the last here. Because you are cultivating such a close relationship with your targeted market, it naturally boosts your profits, as previously discussed.

However, the clientele also gains piece of mind that their purchase from your business directly addresses a problem in their life o business. This inevitably creates a win-win scenario for both your business and your customers.

Pain marketing saves you time and money in the long run

The more you focus on pain marketing, the less you will need to rely on traditional advertising methods. A secondary effect of the pain point marketing strategies are that they also highlight who the core of your customer base is, and you can hyper-focus on marketing to them directly instead of wasting thousands on broader advertising methods.

Creates a more human connection

If you were to strip all of the above points down to one main takeaway, you would get that customer pain points advertising creates a close personal relationship with you and your customers. Once a customer feels that they can trust a brand and have a close relationship with a given brand, the brand will seem more human than just a business selling them something.

This is thanks to your business showing that it understands the customer’s needs and issues through the power of pain point marketing. 


Common advertising pain points and how to overcome them

Not only customers can experience pain points. That’s right, even well-oiled marketing machines will have their own pain points they can experience. There may be many pitfalls a marketing team can experience, but for today, we will keep it to the four main ones.

Let’s go over the four most commonly experienced marketing pain points, which are high costs, the immense amount of competition, the ever change landscape, and the need to optimize constantly and how you can avoid them!

The high cost of entry

One of the most debilitating pain points for marketers is the intense cost of entry for advertising. Some companies mitigate this by looking at marketing as an investment, but even then, it can be hard to justify the astronomical costs of advertising.

The best way to circumvent this pain point is to focus on marketing campaigns that yield high ROI. Cost-effective campaigns such as search engine optimization-based blog post, solo ads, or direct digital marketing combined with pain point advertising could go a long way toward keeping your marketing budget at bay.

The sheer amount of competition with other marketing pain management practices

Ah yes, the need to stand out from your competitors in the crowd is a plight that every marketer has fought since the first time two people came up with the same idea in the ye’ old villages. 

Despite things only getting more saturated since then, creating authentic, unique, and compelling ads will ensure that you and your business stand out and are fresh in the zeitgeist of the consumer population.


The ever-changing landscape

Another crippling pain point to any marketing firm is the ever-shifting goal posts that is the marketing landscape. Trying to stay abreast with new marketing technologies, platforms, and trends is a tough ask of anyone but fret not.

Don’t fret. Keeping your ear to the ground and your finger on the pulse will of the latest industry developments keep you up to speed and sprinting away from your competitors.

The need for constant optimization

Having a strong online presence means constantly tweaking your marketing formula and keeping track of what works and what doesn’t can be a time-consuming practice. As we all know, time is money, and money is what makes the world of marketing go around!
So, how do you keep the perfectly optimized marketing strategies without losing hours on end? The most crucial thing you can do is make small changes with large impacts on your marketing strategies. Change a single small element of a campaign and track how it affects the end result, and optimize it for the next round of advertising.

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