Brand Strategy • Framework
Customer Pain Points Framework: 5 Types + How to Find Yours
Pain points are the raw material of strong messaging. The trick is using pain points that are real (in your customer’s words), not generic (“we offer great service”). This framework helps you find pain points you can actually use.
The 5 types of pain points
Most “why people buy” reasons fit into these buckets. Labeling them helps you write clear messaging that matches what people actually care about.
Time painThey want the result faster, with fewer steps, or with less “back and forth.”
Time pain
They want the result faster, with fewer steps, or with less “back and forth.”
Common phrases
- “I don’t have time to…”
- “This takes forever.”
- “I need this done this week.”
Questions to uncover this pain
- What part of the process feels slow?
- Where do customers get stuck waiting?
- What do they procrastinate because it’s too time-consuming?
Money painThey feel pricing risk, hidden costs, or fear of “wasting money.”
Money pain
They feel pricing risk, hidden costs, or fear of “wasting money.”
Common phrases
- “I can’t afford to get this wrong.”
- “I don’t want surprise fees.”
Questions to uncover this pain
- What do they worry they’ll waste money on?
- What “bad purchase” have they made before?
- What would make them feel the price is “worth it”?
Trust painThey’re afraid the provider won’t deliver, won’t show up, or won’t fix mistakes.
Trust pain
They’re afraid the provider won’t deliver, won’t show up, or won’t fix mistakes.
Common phrases
- “I’ve been burned before.”
- “I’m not sure I can trust…”
- “Will you actually show up?”
Questions to uncover this pain
- Where do customers hesitate because of trust?
- What do they ask for reassurance about?
- What proof would remove doubt (reviews, guarantees, examples)?
Effort / complexity painThey don’t want to learn a bunch of steps, decisions, or jargon to get the outcome.
Effort / complexity pain
They don’t want to learn a bunch of steps, decisions, or jargon to get the outcome.
Common phrases
- “I don’t know where to start.”
- “This is overwhelming.”
Questions to uncover this pain
- What feels confusing or high-effort?
- What do people ask you to explain repeatedly?
- Where can you simplify (options, packages, checklists)?
Status / identity painThey care how this choice makes them look (professional, competent, premium, etc.).
Status / identity pain
They care how this choice makes them look (professional, competent, premium, etc.).
Common phrases
- “I want to look more professional.”
- “I’m embarrassed by…”
- “I want to stand out.”
Questions to uncover this pain
- What are they trying to be perceived as?
- What are they worried others will think?
- What “before → after” identity shift can you promise?
Where to find real pain points (fast)
The goal is to collect customer language. If you use the same words your customers use, your message will “feel right” to them.
Customer calls (best source)
How: Record common phrases and objections. Use their exact words in your copy.
Prompt: “What almost stopped you from buying?” and “What made you choose us?”
Reviews (yours + competitors)
How: Look for repeated themes: speed, reliability, friendliness, results, transparency.
Prompt: Copy the 5 most common “before” complaints and “after” outcomes.
Search queries
How: People reveal pain points in how they search: “near me”, “affordable”, “best”, “same day”.
Prompt: Collect 10 search phrases customers might use and map each to a pain type.
Support emails / DMs
How: The questions people ask are often the pain itself (confusion, fear, uncertainty).
Prompt: List your top 10 FAQs and tag each as time/money/trust/effort/status.
Translate pain → messaging (examples)
A pain point is not a headline yet. You still need to turn it into a promise, proof, or outcome statement.
Example
Pain: “I’ve been burned before.” (Trust)
Message: “We show up on schedule—guaranteed. If we miss, you don’t pay.”
Example
Pain: “I don’t know where to start.” (Effort)
Message: “Answer 5 questions and we’ll recommend the right package.”
Example
Pain: “I’m embarrassed by my website.” (Status)
Message: “Look professional in 7 days with a clear brand checklist + templates.”
Ready to document your pain points (and download them)?
The best next step is to write your ICP + top pain points + value proposition in one place. Then you can pull from it for website copy, ads, and social posts.