Your product is innovative. Your market has demand. But when customers engage, something isn’t clicking. They hesitate, ask the wrong questions, or don’t fully grasp the value.

Sound familiar?

If so, you might not have a product problem — you may have a messaging problem.

The Hidden Cause of Customer Confusion

In today’s episode of Wisdom from Wizards, I speak with Bindu Chellappan, SVP at Corpay. We discuss a powerful insight:

“Your data and dashboards are just a mirror that reflects what is happening — not why it is happening.”

Too often, tech founders rely on surface-level data to guide messaging. Website heatmaps, click-through rates, and bounce rates all tell you what customers are doing, but they don’t reveal why they hesitate.

To fix customer confusion, you need to go deeper.

Messaging That Connects Starts with “Why”

Confused customers don’t convert. And the root of their confusion is often unclear messaging. Here’s why:

🔹 Your message focuses on features, not outcomes. Customers don’t buy tech — they buy solutions to their problems. If your messaging is loaded with jargon or technical specs, they won’t connect the dots.

🔹 You sound like everyone else. If your website or sales pitch could describe any competitor in your space, you’re not giving customers a compelling reason to choose you.

🔹 Your differentiation isn’t clear. Customers need to immediately understand why you’re the best choice for them. If they don’t, they hesitate — or worse, look elsewhere.

How to Fix Your Messaging

1️⃣ Ask “Why” Until You Find the Root Cause
Use frameworks like Toyota’s Five Whys or Clayton Christensen’s Jobs to Be Done to uncover the real motivations behind customer decisions.

2️⃣ Shift from Features to Outcomes
Instead of saying:
❌ “Our AI-powered analytics platform provides real-time insights.”
Try:
✅ “Spot revenue leaks instantly and take action before they cost you customers.”

3️⃣ Clarify Your Differentiation
Answer these questions in your messaging:

• What makes us different from competitors?
• Why does this difference matter to customers?
• How do we communicate it in a way that is impossible to ignore?

Messaging: The Difference Between Interest and Action

When messaging is clear and compelling, customer confusion disappears. Instead of hesitating, they immediately see the value — leading to faster decisions, shorter sales cycles, and stronger conversions.

If your customers are confused, don’t assume they aren’t the right fit. Instead, refine your message until it clicks.

For more insights on crafting messaging that resonates, check out my Amazon bestseller Product Marketing Wisdom.