Welcome back,
Do you ever feel like you have a great product or service that you know will provide value to your customers, but every time you give your pitch or share it on social media - nobody cares?
The good news is we’ve all been there, and it’s likely due to one simple mistake.
In this week’s edition, we’ll cover how you can change the way you talk about your offering to make it “click” with your target market.
Customers don’t care about your product
It’s natural for founders to talk endlessly about their product or service, how it works, and all the things it can do.
The problem is - customers don’t care about the product. They care about their own problems and their own ideal outcomes.
Your product or service is simply the bridge to bring them from their problems and pain points to their ideal outcome.
Relate to the pain points, sell the ideal outcome
To appeal to our target audience and create demand for our product or service, we need to position it as a means to an end.
So instead of saying:
Our product X does A, B, and C to help you Y.
Start saying:
Z is a problem that affects you in these ways [pain points]. We help you reach [ideal outcome] by doing A, B, and C with our product, X.
For example, let’s take a look at our offer (for Early Stage Founders):
“Slow progress through trial and error will keep you working tirelessly on your project for little to no return.
We help you find product-market fit and start generating revenue from your project quicker by creating a 90 Path to Profit Roadmap, offering one on one strategy sessions, and joining you together with other founders on the same mission with our 90 Day Accelerator.”
Keep in mind, you won't always use this template word for word in your content.
This template is simply meant to serve as the guidestone for all of your messaging and content.
For each use case, find a way to mold this offer to fit the format of what you're sending out; relating to the pain points, calling out the ideal outcome, and then explaining how your product or service helps bridge the gap.
Final thoughts
Think about ways you can reframe your offer and position it as the bridge between your customers' pain points and ideal outcome.
If you have a good example for your project, feel free to share!
We’ll give you a shoutout over Twitter (X) and LinkedIn.
Until next time,
Avery
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