Why Your Messaging Matters More Than Your Product
As a startup founder, you’ve spent countless hours perfecting your product. You’ve worked on features, you’ve added improvements, and you’ve beta-tested. But here’s something most founders overlook: no one cares about your product if your messaging doesn’t make them care.
Messaging is where everything starts—it’s not just about what you say, it’s about how it makes your audience feel. A compelling message creates a connection that your features alone can’t. If your audience doesn’t feel understood, they won’t stick around, no matter how good your product is.
The Real Problem: Your Audience Doesn’t Know Why They Need You
Here’s where a lot of founders stumble: they get so focused on their product’s features that they forget about the human side. Your audience doesn’t want to hear about features—they want to know how you solve their problems.
Think about it this way: Are you positioning yourself as another startup with cool tech? Or are you the company that solves a very specific problem your audience is facing? Messaging is what takes you from a faceless company to a solution they trust.
The Exercise: Simplify and Clarify in 30 Minutes
Here’s a simple exercise to help you get clear on your messaging right now. In 30 minutes, you can transform how you talk about your startup. Grab a notebook and walk through these steps:
Identify Your Audience’s Core Problem: What’s the biggest challenge they face? Go beyond the surface. It’s not just about a need for better software—it’s about saving time, improving workflow, or making their life easier. Write down the real problem you solve.
State Your Unique Value: Why should they choose you over a competitor? This isn’t about features—it’s about the result you deliver. Write down how your product uniquely solves their core problem.
Craft Your Elevator Pitch: Take the problem you solve and your unique value, and boil it down into one clear, concise sentence. This should be something anyone can understand in 10 seconds.
Test It: Tell your pitch to a friend or colleague. If they look confused or ask questions, refine it. Your messaging should be so clear that there’s no room for doubt.
Example:
Instead of saying, “We offer project management software,” try something like, “We help tech teams cut their project timelines in half by streamlining collaboration.”
The Truth About Messaging
Messaging isn’t just about sounding good—it’s about positioning your startup as the only solution that truly understands and solves your audience’s pain points. And here’s the kicker: if your messaging isn’t clear, every other part of your brand falls apart. Your website, ads, and even your sales calls will all feel disconnected. But when your messaging is spot-on, everything else becomes easier.
Why Messaging and Design Need to Work Together
Here’s something I tell every founder I work with: Your messaging and design should always work hand-in-hand. Clean design without clear messaging confuses your audience. You could have the most beautiful website, but if it doesn’t communicate who you are and why you matter within seconds, you’re losing potential customers.
When we work on a brand sprint, we don’t just focus on one piece. We write the website copy during the sprint because the message is just as important as the design. They need to balance each other perfectly. Think about your website—how are you positioning yourself? Are you trying to be everything to everyone, or are you carving out a clear place in the market?
Stand for Something—It’s Easier to Remember
Here’s a final tip: Don’t be afraid to stand for something. When your message is clear and perhaps even a little contrarian, it’s easier to remember. One of the biggest mistakes founders make is playing it safe. The startups that break through are the ones willing to take a stand. When you own a unique point of view, you become memorable.
If you’re unsure where to start, try this: Focus on the problems your competitors aren’t solving and own that space. Being bold and direct will attract the right audience—and messaging is the key to doing that.
Next Step: Ready to Get Clear?
If you’re feeling stuck, try the exercise above and see how it shifts the way you talk about your startup. Need more help? Let’s chat.