No CommentsJun 10, 2023Reuben Hochstetler

People buy products because not only because they want something but also because they want to avoid pain, disappointments, and frustrations.

Connect with Your Customers Over Their Problems

If you can connect with your customer about the thing or things they want to avoid—things that cause pain or frustration—you can build trust and guide them into overcoming the problem.

This list is the opposite, but usually present, from their desire.

List of Pain and Frustrations People Want to Avoid

The inspiration for this post is from Ann Handley’s Everybody Writes. This list will be continually updated.

  • Bad hygiene
  • Bad quality product
  • Boredom
  • Confused
  • Debt
  • Disorganized
  • Lack of time
  • Lonely
  • Low CTR
  • Not as advertised
  • No money
  • Out of shape or poor health
  • Overworked
  • Scammed
  • Stress

Real Examples


  • Tricky assembly of a picnic table
  • Missing parts from overhead crane kit

Bad Quality Product

  • Cracked wood in picnic table
  • The picnic table will need to be replaced next year

Not As Advertised

  • The picnic table looked different in the photo online
  • Website underperforming
  • Landing page not converting

Research and Discover Customer Problems

There’s a Reddit Group for That

A great way to find real problems and frustrations people are facing is on Reddit. You can find a group for almost any interest. All you need to do is search Google “[product] reddit” and you’ll likely find an active group and find out what problems they are facing as it relates to a specific product.

Amazon Product Reviews

If you look and listen, customers will tell you what their problems are. Find a similar product you’re selling on Amazon and read the reviews. You’ll find out a lot about your customers. If you’re customers don’t buy the product on Amazon, look for reviews on the websites they do use.

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