Pain points are painful. Here at Humane Marketing, instead of focusing solely on the negative aspects of our client’s lives, we want to empower them by acknowledging their challenges and offering solutions that alleviate their pain and also help them overcome obstacles and achieve their goals.
Pain Points Synonym = Challenges
The words we use have a big impact on how we think and feel and how we make our clients feel. When we change the way we talk about problems from “pain points” to “challenges,” it makes them feel more positive and empowered. Instead of only looking at the negative parts of their experiences, this different approach recognizes the difficulties they face and gives them hope for finding solutions. By seeing challenges as chances for personal growth, we can embrace them and become better versions of ourselves.
🚩 If you’re new to Humane Marketing you will really appreciate our Humane Marketing Words Glossary. It includes a series of words we love, and also many reframes for the pushy marketing language such as pain points.
Addressing ‘Pain Points’ with Empathy
Talking about ‘pain points’ doesn’t really feel good. Instead we address our clients challenges, empathize (not sympathize!) with them and then show them a different perspective, a path to the solution they are seeking. This approach focuses on the positive, it lets us show that we understand and care, that we get it and that it’s not their fault that they experience this challenge. This way we establish trust and loyalty, and create a long-lasting relationship with our people.
Read this blog about Empathy in Marketing.
Conclusion on finding a ‘Pain Points’ Synonym
By shifting how we look at things from “pain points” to “challenges,” we help our clients see their problems in a more positive and determined way. Our words become a tool that gives strength, offering hope when things are tough.
Empathy and kindness is at the center of our approach. As Humane Marketers, we know that everyone’s journey is unique, with ups and downs. Instead of just feeling sorry for our clients’ problems, we truly understand their experiences. This difference lets us stand with them, giving guidance and a new way to see things. By doing this, we show them that they’re not alone in their struggles.
This new approach also builds trust and loyalty. By recognizing our clients’ challenges without blaming anyone, we create a safe space for honest conversations. This leads to a deeper connection—one built on understanding, being real, and sharing goals.
Other Resources You Might Enjoy
Blog post: Empathy in Marketing.
Blog post: Empathy in Sales: How to Sell with Heart & Mind
Blog post: The Humane Marketing Glossary: Humane Marketing Words we love
Downloads
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
Books
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
Community
The Humane Marketing Circle is our community of Humane Marketers.
