Why Businesses Should Focus on Customer Pain Points Instead of Product Features

I’ve made this mistake myself. Years ago, I launched a coffee specifically designed for diabetics, knowing they loved sweetened 3-in-1 coffee. My focus was on premium beans, artificial sweeteners, and a healthier creamer. As a pharmacist, I believed my patients should switch to this coffee because I wanted them to enjoy it without compromising their health. Naturally, I highlighted the quality of the beans. However, sales were disastrous.

People appreciated the initiative, but because of the premium ingredients, the coffee was priced out of reach for most. Those who could afford it preferred barista-style coffee over a 3-in-1 mix.

This experience taught me a valuable lesson: Most businesses make the same mistake, focusing too much on how great their product is, its unique features, or cutting-edge technology. But here’s the hard truth: customers don’t care about your product; they care about their problems.

If your marketing is all about how “innovative,” “high-quality,” or “best-in-class” your product is, you’re missing the mark. What customers really want to know is:? ?? “Can this solve my problem?”

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Lessons from Building a StoryBrand by Donald Miller

In his book Building a StoryBrand, Donald Miller explains that customers are the heroes of their own stories, not your business. A critical mistake many companies make is positioning themselves as the hero instead of the guide.

Miller argues that people don’t buy products just for their features; they buy them to solve a problem. His framework teaches businesses to focus on their customers’ pain points first, making their product the tool that helps them overcome obstacles.

One key takeaway from the book is:?

“If you confuse, you lose.”

Customers don’t have the patience to figure out why your product matters. If your message isn’t crystal clear about how you solve their problem, they’ll move on.

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The Psychology Behind Buying Decisions ??

People don’t buy products; they buy solutions to their problems.?

No one wakes up thinking, I need a new gadget with XYZ features. Instead, they think:?

? “I’m so frustrated with my weak Wi-Fi signal!”

? “I need something that stops my video calls from freezing.”

Pain points drive action. The stronger the frustration, the more urgent the need for a solution. When a business focuses on these pain points, it shifts the conversation from “Here’s what we sell” to “Here’s how we make your life easier.”

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Examples: How to Speak to Customer Pain Points

Example 1: A Skincare Brand That Understands Customers

A skincare brand selling eczema cream shouldn’t say:?

? “Our cream contains glycerin, hyaluronic acid, and urea for youthful skin.”

This focuses on ingredients, not the reason someone buys an eczema cream.?

Instead, they should say:?

? “Struggling with itchy, red, and dry skin? Our formula soothes irritation, deeply hydrates, and restores your skin barrier for lasting comfort.”

This approach taps into the customer’s pain; constant irritation, dryness, and discomfort and positions the product as the solution.

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Example 2: A Restaurant That Gets Its Customers

A restaurant might promote itself by saying:?

? “We use only organic ingredients and have award-winning chefs.”

Nice, but how does that solve a problem??

Instead, what if they said:?

? “Too busy to cook but want a healthy meal? Our organic, ready-to-go meals give you restaurant-quality taste in under 10 minutes.”

This speaks directly to a common pain point: lack of time but a desire for quality food.

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Benefits of Focusing on Pain Points

1.???? Stronger Emotional Connection ??

People relate to struggles, frustrations, and desires. By speaking to their pain points, you create an emotional bond that makes your brand more memorable.

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2.???? Higher Conversion Rates ??

When customers see their problems clearly articulated, they’re more likely to trust that your product is the solution, leading to faster decision-making and more sales.

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3.???? Better Customer Retention ??

A product that genuinely solves a problem keeps customers coming back. They’re not just buying a product; they’re buying relief from frustration.

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4.???? Less Price Sensitivity ?

When you solve a major pain point, customers are willing to pay more. A product that “removes stress” or “saves time” is more valuable than one that just has nice features.

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How to Identify and Address Customer Pain Points

?? 1. Listen to Your Customers

- Read reviews of similar products.?

- Engage with customers on social media.?

- Conduct surveys and offer multiple-choice questions to increase response rates.?

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?? 2. Speak Their Language

- Be sincere and show you genuinely understand their struggles.?

- Avoid technical jargon or generic marketing language.?

- Use words your customers use when describing their problem.?

- Speak in a warm, natural tone that feels authentic and relatable.?

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?? 3. Show the Transformation

- Instead of just listing benefits, paint a picture of how life looks before and after using your product.?

- Example: “Struggling with weak Wi-Fi signals? Our extender eliminates dead zones so you can stream without interruptions.”

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?? 4. Use Social Proof

- Share testimonials from real customers explaining how your product solved their issue.?

- Encourage users to share their experiences on their own social platforms.?

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Conclusion

After the coffee disaster, we learned a valuable lesson:?listen to our customers.?This shift in focus led us to create?Senior Diabetic Milk Powder, a product designed to help seniors with their daily activities and low Glycemic index (GI). This time, we saw a significant increase in sales, proof that addressing real pain points works.

Remember,?customers don’t buy products; they buy solutions to their problems.?Instead of focusing on how good your product is, focus on why it matters to them.

As Donald Miller emphasizes in?Building a StoryBrand,?your business is not the hero, your customer is.?Your role is to guide them through their challenges and provide the solution they’ve been searching for.

When you start addressing pain points instead of just listing features, your messaging will resonate more deeply, your sales will grow, and your brand will become the go-to solution in your industry.

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So, ask yourself:?What pain points am I really solving??The answer could transform your business, just as it did for us. ??