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The Pain is the Pitch: Why Solving Problems is the Key to Selling Anything
Most people think selling is about features. They believe that if they just describe their product or service well enough, customers will see the value and buy. But this is a mistake.
People don’t buy products.
They buy solutions to their problems.
Your job as a writer, entrepreneur, or consultant isn’t just to highlight what you offer — it’s to make the reader or client feel the pain of their problem so deeply that they want the solution you provide.
Why Pain Drives Action
Pain is a powerful motivator. More than desire, more than curiosity — pain is what compels people to take action. When people experience frustration, inefficiency, or discomfort, they actively seek ways to resolve it. That’s where you come in.
Imagine someone struggling with poor time management. They feel overwhelmed, miss deadlines, and are always playing catch-up. You could write an article about the benefits of time blocking. But that alone won’t sell them on it.
Instead, you need to paint the pain:
- The stress of unfinished tasks stacking up.
- The anxiety of constantly feeling behind.
- The guilt of missing…
