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Marketing vocabulary · Consumer Behaviour

Pain point

Meaning in marketing, with examples

/ˈpeɪn pɔɪnt/nounCore term

In marketing, pain point means: A specific problem or frustration that customers have, which a product or service can solve or at least reduce.

In Turkish: sorunlu nokta, müşteri sıkıntısı, acı noktası

How it is used

Very common in B2B marketing, startups, sales and product teams. You identify, address or solve customers' pain points, and many ads and sales pitches open with one.

Example sentences

  1. The biggest pain point for our users is waiting on the phone to speak to someone.

  2. Start the ad with the pain point, then show how the app solves it.

Common collocations

  • customer pain points
  • address a pain point
  • identify pain points
  • solve a pain point
  • value propositionA short statement of the benefits a customer gets from a product or service and why it is worth choosing over the alternatives.
  • buyer personaA realistic but imaginary profile of a typical customer, based on research, with details such as age, job, goals, habits and problems.
  • consumer insightA deep understanding of why consumers think, feel or act the way they do, which a brand can use to create better products or messages.
  • customer journeyAll the steps a customer goes through with a brand, from first hearing about it to buying and using the product, and then coming back or leaving.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Consumer Behaviour

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