Sell More by Addressing Pain Points

From Features to Benefits to Pain Points 

Let’s start with a quick history lesson. 

Originally, marketing relied heavily on features. For instance, “This pool filter has a 10-year warranty.” But businesses eventually realized customers didn’t care about the specs—they cared about how the product would improve their lives. The conversation shifted to benefits: “Peace of mind for the next decade.” 

Today, we need to take it a step further by addressing why the customer needs that peace of mind. Pain points focus on the specific problems, frustrations, or challenges your ideal customer faces—and how your product solves them. 

For example: 

• Touting the benefit: “Our landscaping services make your yard look stunning.” 
• Addressing the pain point: “Tired of spending every weekend weeding and mowing? Let us handle it so you can relax and enjoy your yard.” 

Pain points make your message personal and relatable, showing empathy and a deep understanding of your customer’s needs. 

Why Solving Pain Points Matters 

Affluent buyers aren’t just buying products or services—they’re investing in their lifestyle. When you address their pain points, you’re showing that you “get them” and can make their life better. 

Consider these examples: 

• Outdoor Lighting: The benefit might be, “Enhances your garden’s beauty.” The pain point? “Tired of stumbling around in the dark when you get home late? Let us illuminate your pathways and highlight your home’s best features.” 
• High-End Grills: The benefit might be, “Exceptional cooking experience.” The pain point? “Hate being stuck in the kitchen while everyone else enjoys the party? Our grills bring the whole event outside, so you can cook and connect.” 

By shifting your message from generic benefits to personalized solutions, you create an emotional connection that motivates buyers to act. 

How to Shift Your Marketing to Pain Points 

Ready to make the switch? Here’s how to start:

1. Understand Your Ideal Customer

To address pain points, you need to know your customer inside and out. What drives them? What frustrates them? What do they dream about?

For example, a busy executive might crave a beautiful backyard but have no time to maintain it. Their pain points? Lack of time and a desire for a functional retreat. 

Creating detailed customer personas based on real data can help you zero in on their challenges and desires.

2. Identify Their Pain Points

Once you know your ideal customer, list their specific problems. Common pain points in the luxury outdoor sector include:

• Lack of Time: No energy to maintain their space. 
• Overwhelm: Too many options and no idea where to start. 
• Need for Convenience: They want someone to handle all the details. 
• Privacy and Security: A desire for secluded, secure outdoor spaces. 

For instance, if you’re in the outdoor kitchen business, don’t just sell a grill. Solve the real problem: “We design outdoor kitchens that make hosting stress-free, so you can enjoy the party as much as your guests.”

3. Communicate in a Memorable Way

Once you understand their pain points, communicate your solution in a way that sticks—through storytelling.

Stories evoke emotions, and emotions drive decisions. Instead of, “We install poolside cabanas,” try: “Imagine kids splashing in the pool while you relax under the shade, sipping lemonade. We’ll help you create the perfect summer hangout.” 

This approach transforms your message from factual to aspirational. It helps customers picture themselves enjoying the lifestyle your product provides.