How To Use Pain Points Without Hurting Your Business

Any eCommerce website or business that sells products online can benefit from landing page copy that speaks to the reader’s needs. Simply listing your entire inventory is not enough to entice your prospects. Sure, you might score the odd sale here and there from regulars but if you want to significantly boost your conversion potential you should discuss pain points.

Do you know what pain points are? Let me give you a hint; in the context of content marketing they don’t refer to paper cuts or minor abrasions unless you are selling an adhesive bandage solution. Pain points are typically problems that advertising creatives rely on to sell compelling reasons to invest in a product or service.

Elaborate on a lame, ridiculous problem that your business can solve and consumers won’t take you seriously. Just think of all those terrible TV infomercials.

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Yeah, don’t do that. Dump that idea.

Consider these fun ideas.

Identify Pain Points

How can your clients benefit from your products and services? You may already have a list. If so, that’s great. Refine that list and use those examples to tell a story that persuades your audience to invest in your solutions.

If you are struggling with brainstorming authentic pain points just think about the people that currently use your products and services and work backwards from there. Before washing machines, for example, people would clean their clothes by hand. Manual labour in this instance is a pain point. Innovative, automated technology is the opportunity.

Consider Product Applications

Depending on the industry, sometimes there isn’t much you can do with something as mundane as shelving. Or can you? Fortunately, there is one neat trick that can help you keep things interesting. Consider all of the industry applications for your products and services.

You should, at every opportunity, explain how your stuff can be used in various situations. Chances are a hotel owner or restaurateur won’t even consider the benefits of your long span shelving until they read your landing page that elaborates on cool room storage solutions.

Investigate Keyword Strings

What are your competitors doing? Have a look at their websites and use the MOZ toolbar, or whatever you use, to take a closer look at their mapped keywords. Generally, keyword strings can provide a little insight about the products and services that an organisation deems to be important.


Read the keyword optimised content and you may see how content creators are using products and services to resolve real or perceived issues.

It is common to see lots of articles from different sources that cover the same ground. Google likes fresh, original content. That time that you spend researching and reviewing is worthwhile when you publish words that own a unique selling point that your competition is neglecting.


  • Pain points are problems that we use to sell solutions
  • Determine realistic, believable issues that your business can solve
  • Discuss all of the potential uses and benefits of your products/services
  • Review rival business websites to find your own unique selling points

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