Content Creation

5 Secrets to Discovering Customer Pain Points


Published: March 8, 2022 (Updated: August 10, 2022)

Marketing to your audience often involves understanding what they need, sometimes even before they do. Without the proper tools or information, that becomes an almost impossible task. Luckily, there are ways to uncover the needs and pain points of your customers, which can make your marketing materials much more effective. Let’s inspect what pain points are and how you can identify them with topics like:

What are Customer Pain Points?

Star Wars GIF with text that reads "I want to be free of this pain"

Image via Giphy by @starwars

Pain points are problems that your potential customers are experiencing. These problems are ones that you, as a company, are attempting to solve with your products or services. That helps attract more consumers to your business and provides them with helpful benefits to their pain points, and their lives. For instance, let’s say your company sells durable kitchen knives. A pain point for your customers might be that their current kitchen knives don’t stay sharp for long enough. Your products can help.

There are four major groups of pain points that a customer might experience, including:

  • Financial: Maybe your customers are spending too much money with your competitors or on a different, less helpful solution. Your business can improve their lives and reduce their costs.
  • Productivity: How much can your customers accomplish with their current product, service, or solution? Your business might provide a better option.
  • Support: It’s possible your customers aren’t receiving the support or care they need from other companies or competitors. Not only can you provide them with quality products, but you can offer them quality and helpful customer support and care.
  • Process: Your products or services can help improve other businesses’ internal processes and boost their efficiency.

5 Secrets For Discovering Your Customer Pain Points

Here are six tips you can follow to uncover your customer’s pain points and create more effective marketing materials:

1. Read Reviews

Reviews help you see exactly what your customers are saying about your business and its products or services. When scouring the internet, it’s helpful to look through review websites and social media. Performing thorough social listening can help you see what problems your customers solved with your product or service, and what problems or pain points they still have.

Some review websites even have a pros and cons section that allows you to identify immediately how your product or service addressed your customers’ needs. If the review site you’re looking at includes a section where your customers can upload photos, check those out. The results provide a lot of information about how customers use your product. For example, you may notice that a lot of customers wear the scarf your business makes incorrectly. This can help you identify gaps in customers’ understanding and provide you with the opportunity to create content that educates and helps your customers feel good about what they wear.

2. Conduct Surveys

GIF from Schitt's Creek with text that reads "May I ask where your concern lies?"

Image via Giphy by @cbc

Surveys allow you to generate feedback on your products and services. This can help you see how they’ve benefited your customers or how they’ve fallen short of expectations. When creating surveys, ask questions that provide you and your team with quality information. That means including only the most relevant questions and providing multiple-choice answers when necessary.

For example, let’s say you ask, “How often do you use our product or service?” Good multiple-choice answers to include would be “once a week,” “once a month,” “every few months,” “rarely.” This gives your team quantitative data to better improve your business and its marketing. Some other helpful questions to ask include:

  • What problems are you trying to solve with our product or service?
  • Are there ways we could improve our product or service?
  • Are there ways we could improve your sales journey?
  • What’s stopping you from using our product or service?

3. Talk With Your Sales Team

Your sales team is a great resource to help you understand your customers because they interact with them so often. Every time a member of your team can’t complete a sale, there’s almost always a pain point or problem there that you can solve. Talk to your team and learn what your customers say about your products and services. Do they dislike them? Did they mention a competitor? Did they mention the price?

Then, ask your sales team to ask your potential customers more questions in the future. Most notably, if someone is uninterested, have your team ask, “Is there something specific that’s stopping you from trying our product or service today?” This can help you learn where you need to improve the goods you sell, or where you can improve your marketing.

Because your sales team is the closest to your customers, they can provide you with a lot of information about customers that can further your marketing efforts. For example, you can realize that a product FAQ guide can be useful or that case studies on how your services have benefited others can secure the sale.

4. Create a library of helpful content

Using the information you have gathered about your customers, consider how you can ease any pain points by creating content that they can read on their own when they’re looking for information on a topic or a solution to their problems. Here at CopyPress, we have Knowledge BaseBlog, and Library sections of our website that provide content we know our target audience is looking for and can benefit from. We continuously research the best topics we can provide to readers like you to establish ourselves as content marketing experts.

Once you’ve created a library, use Google Analytics to discover the most popular posts and the articles people tend to spend the most time on. This gives you even more information about your customers so you can make sure your web visitors see the content that is most relevant and important to them, which helps customers and clients feel understood.

5. Conduct Market Research

Market research allows you to see how your competitors are marketing their products and services to the same target consumers. It’s possible they might discover different pain points you didn’t consider and market their products or services to customers a little differently or more effectively.

But conducting data research on your target audience is so much easier said than done. That’s why it’s helpful to have tools that make it easy. CopyPress now offers a free content analysis tool that compares your site’s content marketing with your top three competitors. Request your content analysis today to see how you can target your customer’s pain points more efficiently.


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Looking for even more ways to attract new customers and target their pain points? CopyPress has a team of creatives who know how to develop effective, high-quality content to entice your target audience and address their problems through well-written copy. We have over a decade of experience understanding the best ways to reach readers and engage with their challenges on behalf of business, no matter the industry. Schedule a free call with us today to learn how we are effective content marketing partners.


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