We just need to do a better job of explaining our product

Sometimes I’ll talk to founders who say something like, “our positioning is fine, we just need to do a better job of explaining our product.”

First of all, when this happens you could say it’s my fault… I have failed to explain my own product. The outcome of working with me is being able to explain your product ‘better.’ By better, I mean more succinctly, in a way that actually makes sense to your target market.

The goal of positioning is to eliminate confusion in your customer lifecycle. People in the general industry who are not ‘leads’ but are in your target market and aware that you exist should clearly understand what you do and what value it provides. Buyers in your funnel should understand what your product is and which features are tablestakes versus which features and benefits are awesome and unique. Your customers shouldn’t be surprised by your product once they start using it.

If you feel like you need to do a better job of explaining your product, that is in fact at the very least a messaging problem but probably also a positioning problem. Here’s how I can help.