Cut through the noise

After helping over 100 founders this year, it became clear that their biggest challenge is reaching their target customer with a message that resonates.

Most founders send a message that prospects do not understand.

As a result, they get questions like, “How is this different than…” or “We already have that taken care of.”

When this occurs, it points to a misaligned message.

So how do you clarify the message?

Ask customers why they bought. Have a conversation to learn, in the customer’s words, what problem the product solves for them. It is usually different than what the founder’s assume.

What if you don’t have customers yet?

Have conversations with prospective customers. Learn the big problem that would cause them to buy today. When you do this, you have the message. But, only use the words from those that paid you.

Tips:

1️⃣ Remove all discussion of technology. No AI, automation, or the like.

2️⃣ Talk about the outcome. The problem it solves for the customer.

3️⃣ Don’t make bold claims or say things like save money.

That’s pretty much it.

Create a one sentence reply to “What do you do?” By using simple language.

Oh. One more thing.

You don’t want to trigger the “I know what this is.” That is what causes the “We already got that covered,” response.

In short, when a prospect thinks they know what you provide, their reaction is we already have that. Like saying you’re an accountant at a networking event.

Therefore, do not give your solution a title like sales, HR, or marketing. Because, no one will listen after they know what it is.

Todd Moses