Turn Buyer Pain Points Into Your App’s Biggest Selling Points

Apps aren’t sold on features alone. Buyers download, test, and pay for apps because they believe they’ll fix a problem faster, cheaper, or easier than what they’re using now. The challenge is proving that your app does that better than the next one in their search results.

If all you do is list features, you look like every competitor with a landing page. If you want buyers to pick you, you have to connect the dots between your app and their pain points. Here’s how to make that case.

Start With the Pain Point, Not the Product

Nobody wakes up thinking, “I wish I had a more robust cloud-based productivity solution.” They wake up thinking, “I can’t get my team on the same page, and I’m losing time.”

Your messaging should lead with that frustration. Describe the pain so precisely that they feel seen. Then introduce your app as the solution.

Example:

• Pain: “Your project updates are scattered across chat threads and email chains.”

• Solution: “Our app puts every update, file, and task in one view so nothing gets missed.”

Pain-first messaging builds instant relevance.

Translate Features Into Outcomes

Feature lists are fine for spec sheets, but they don’t win buyers. Tie every feature to the outcome it creates:

• Feature: Real-time collaboration

• Outcome: Your team stops waiting for handoffs and finishes work faster.

• Feature: Automated reminders

• Outcome: Missed deadlines drop, and you spend less time chasing updates.

Outcome language moves the focus from what your app is to what it does — the part buyers actually care about.

Use Side-by-Side Comparisons

If your app does something better, show it. Build a simple, visual comparison chart:

Pain Point	Competitor	Your App
Missed deadlines	No automated alerts	Smart reminders + calendar sync
Lost files	Limited storage	Unlimited searchable storage
Confusing interface	Steep learning curve	Simple, 15-minute onboarding

Side-by-sides make the value difference clear in seconds.

Prove It With Data

Buyers trust numbers more than taglines. Show metrics from beta users or current clients:

• “Teams saved 8 hours per week using our automation tools.”

• “Task completion rates improved by 33% in the first month.”

• “Customer support tickets dropped by half after rollout.”

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Even small data points build credibility.

Share Real User Stories

Case studies and testimonials are your secret weapon. A short story about a real client is more persuasive than a dozen features.

Example:

“Before using our app, this engineering team missed 3–4 deadlines per month. Within two months of adoption, they hit 100% on-time delivery.”

Stories turn abstract promises into relatable success.

Show the Experience, Not Just the Results

Screenshots, walkthrough videos, and interactive demos let buyers see the app in action. If your competitor’s interface looks like a cockpit and yours is simple, let prospects see the difference.

Highlight Speed of Adoption

Even if your app is great, buyers dread painful rollouts. Show how easy it is to start using your product:

• Time to set up

• Training requirements

• Integration steps

The faster the payoff looks, the lower the perceived risk.

Anticipate Objections

Address buyer skepticism right in your messaging:

• Worried about migration? Offer a data import tool.

• Concerned about downtime? Share your uptime stats.

• Scared of hidden costs? Be transparent about pricing.

When you preempt objections, you make saying yes easier.

Keep the Language Clear

Technical buyers may appreciate some jargon, but most decision-makers don’t. Translate tech terms into plain English:

• “API integration” becomes “connects with the tools you already use.”

• “Robust security framework” becomes “keeps your data safe with bank-level encryption.”

Clarity builds trust and shows respect for buyers’ time.

End With a Strong CTA

Once you’ve proven your app solves the pain better, don’t leave buyers hanging. Give them a next step:

• Free trial

• Live demo

• ROI calculator

A clear, low-friction CTA turns interest into action.

Competing on features alone is a losing game. The apps that win are the ones that make buyers feel confident their biggest pain points will disappear and back that promise with proof.

At Borrowed Pen, we help SaaS companies turn feature lists into clear, outcome-focused messaging that converts. Work with us, and let’s show your buyers why your app is the fastest, smartest way to solve their pain points.