Glossary of terms
Pain point
Brand and positioning
A pain point is a specific problem faced by the customer that the brand solves. It has practical significance when measuring visibility: customers ask models about the problem, not the name of the service.
Last updated: 8 September 2026
What does that mean?
The customer is asking about a problem, not about a quote
A company defines itself by what it sells. A customer asks questions based on what’s bothering them. So the search queries where it’s worth being visible usually sound like a description of a problem, rather than the name of a service from a price list.
That is why we collect pain points before the first scan, and these form part of the queries we monitor. It’s worth gathering them from sales conversations and customer complaints, as they are expressed in natural language rather than industry jargon.
FAQ
Questions about this concept
The questions most frequently asked in connection with this concept.
How many pain points should I list?
Usually between three and six. Each one should be able to be replaced by a question that the customer actually asks.
Where can you find pain points?
From sales conversations, emails and complaints. They appear there in natural language, which is closer to the questions asked of the models.
How does it differ from a USP?
A pain point is a customer’s problem; a USP is your solution to it. The former determines the queries, the latter the content of your materials.
Measure the visibility of questions relating to the problem
To start with, you get 250 AeloCoins, without a card. That’s enough to run a measurement and test the modules. Once you’ve used them up, you switch to a paid plan. The set of queries is based on customer language, not service names.
