Pain Point vs Desire-Based Marketing: Which Works Best for Your Business?

When it comes to marketing your products or services, one of the big questions you’ll face is: Should I focus on my client’s pain points or appeal to their desires? This dilemma might seem like an age-old debate, but it’s a crucial one for any business owner looking to make a meaningful connection with their target audience. Pain point marketing and desire-based marketing both work in different ways to attract clients, but which one will ultimately bring in more revenue for your business?

Let’s break it down with a fun, relatable example from the world of “done-for-you” services and see how each strategy plays out.

Understanding Pain Point Marketing

Pain point marketing is basically the “I feel your pain, here’s how I can help” approach. It taps into the emotional struggles or frustrations that your potential clients are experiencing. The idea is simple: highlight what’s currently not working in their lives or businesses and present your product or service as the ultimate solution.

Imagine you’re offering a done-for-you (DFY) digital product service. You’re targeting busy entrepreneurs who are stretched thin trying to create their own content or products. Using pain point marketing, your message might sound something like this:

• “Are you spending countless hours trying to create digital products but getting nowhere? Feeling overwhelmed by your never-ending to-do list? Our done-for-you service saves you time, takes the pressure off, and gives you ready-made digital products you can sell instantly!”

You see, with pain point marketing, you’re diving straight into the frustrations and challenges. It’s effective because people are often motivated to take action when they’re tired of feeling stuck, overwhelmed, or frustrated. You’re speaking to a part of their experience that makes them go, “Yes! This is exactly what I’m going through right now.”

For more on how connecting with your audience’s struggles can drive engagement, check out this related post on how to use your brand story to attract and engage your ideal clients.

But, before you get too comfortable with pain point marketing, let’s talk about its fun and slightly more uplifting cousin—desire-based marketing.

Understanding Desire-Based Marketing

Desire-based marketing is like giving your potential clients a sneak peek of their dream life. Instead of focusing on what’s wrong, this strategy is all about what could be—what their life, business, or health would look like after they’ve used your product or service.

Let’s stick with the done-for-you service example, but this time, you’re taking the desire-based marketing route. Here, the focus shifts to painting a picture of ease, freedom, and growth. Something like:

• “Imagine having a library of high-quality digital products created for you—no more late nights or guessing games. With our done-for-you service, you can focus on what you do best, while your business thrives effortlessly in the background.”

Notice the difference? You’re not talking about their stress or overwhelm, but instead focusing on the future they want to create. This approach speaks to clients who are motivated by what’s possible—those who are ready to invest in their next level of success, not just those trying to fix a problem.

Think of it like VS ads—they’re not saying, “Hey, your boobs are flat, you need a bra,” are they? 😂 Nope, they’re selling you the dream of confidence, comfort, and looking fabulous.

For higher-end services, like a DFY service targeting entrepreneurs who want to scale their businesses, desire-based marketing often works better. These clients are more likely to say, “Yes, I’m ready for that!” rather than, “Help me fix this!”

For those struggling to connect with their audience on a deeper level, personalized brand identity can make all the difference. Learn more about how to stand out with a personalized brand ID.

A Real-World Example: Done-For-You Services in Action

Let’s make this more concrete with a real-world example. Say you run a done-for-you copywriting service aimed at successful entrepreneurs. They’re super busy and would love to outsource their writing tasks, but they’re also very particular about their brand’s voice.

If you use pain point marketing, your messaging might be:

• “Are you tired of spending hours writing content that never quite captures your brand’s voice? Feeling frustrated that your time is wasted on copy instead of growing your business?”

This message hits hard on the struggles these entrepreneurs face, positioning your service as the solution to their headaches.

But if you switch to desire-based marketing, your tone changes:

• “Imagine handing off your copywriting to someone who understands your brand inside and out. Picture yourself with more time to focus on scaling your business, while your content seamlessly resonates with your audience—without lifting a finger.”

Here, you’re selling them on the dream of time freedom, business growth, and quality service. Instead of focusing on what’s broken, you’re offering a vision of what’s possible.

Which Strategy Should You Choose?

Choosing between pain point and desire-based marketing isn’t always black and white. The truth is, it depends on who your ideal client is and how they make decisions. Here’s how to think about it:

• For low-cost or mass-market products: Pain point marketing tends to work better. When someone is looking for a quick, affordable solution, they’re often more motivated by what’s going wrong and how your product can fix it.

• For higher-end or luxury services: Desire-based marketing is the winner. People who are willing to invest more are generally motivated by what they want to achieve, not just what they need to fix.

Take the time to get clear on your audience. What are their deepest frustrations? What are their wildest dreams? Understanding how your clients think and what drives them will help you decide whether to focus on their pain or their desires—or even a combination of both.

For more insights into how marketing psychology can impact buying decisions, check out resources like Neil Patel's blog or this marketing guide on HubSpot.

Conclusion

Whether you’re running a done-for-you service or any other type of business, knowing whether to use pain point marketing or desire-based marketing can make all the difference in your sales. Both approaches work, but the key is to align your strategy with your audience’s needs, goals, and buying behavior.

When you understand who you’re speaking to—whether they’re motivated by escaping frustration or chasing a dream—you’ll know exactly how to craft a message that resonates and leads to sales.

Finding the right balance between addressing pain and highlighting desire will not only help you connect with your clients but also ensure that your business thrives.

FAQs

What is pain point marketing?
Pain point marketing is a strategy that focuses on highlighting your client's struggles or challenges and positioning your product or service as the solution to relieve their discomfort.

What is desire-based marketing?
Desire-based marketing emphasizes the positive outcomes your clients will achieve after using your product or service, painting a picture of what their future could look like.

Which type of marketing is more effective?
It depends on your audience. For lower-cost products, pain point marketing may be more effective. For higher-end or luxury services, desire-based marketing can resonate more with clients.

Can you combine both pain point and desire-based marketing?
Yes, many businesses combine both approaches. For example, you might acknowledge your client's pain points while also showing them the desirable future they can achieve.

What is a done-for-you service?
A done-for-you (DFY) service is a solution where a professional completes a specific task or project on behalf of the client, such as creating digital products, writing content, or developing marketing strategies.

Why are done-for-you services popular in digital marketing?
DFY services save time and energy for busy entrepreneurs, allowing them to focus on other aspects of their business while professionals handle the specialized tasks.