Tech leaders, here’s a hard truth: If your messaging isn’t clear, your product won’t sell — no matter how great it is.
Too many companies fall into the trap of talking about features instead of impact. They drown their audience in jargon, complex value props, and buzzwords, assuming buyers will connect the dots themselves. Spoiler: They won’t.
Your buyers are overwhelmed, distracted, and skeptical. They don’t have time to decode what you meant to say. If they don’t immediately see how your product solves their problem, they’ll move on to one they understand — whether or not it’s the best solution.
In my Wisdom From Wizards episode featuring Darren Fanton, CEO of Screen Space, we discuss a brutal reality:
“Your buyers are the worst audience possible. They don’t want to be there. They’re overwhelmed, skeptical, and constantly bombarded with noise.”
Think about it: Your buyers are constantly hit with sales pitches, LinkedIn ads, emails, and cold outreach. They’re tuning out most of it because it all sounds the same. Your job is to break through.
So, how do you do it? By making your message impossible to ignore.
Darren introduces a concept from Hollywood: the moment of immersion.
It’s that point in a movie where everything else disappears — the moment when you stop being a spectator and become part of the story.
That’s exactly what your messaging needs to do. You don’t want your buyers to passively consume your content. You want them to see themselves in your story — to feel their own challenges, struggles, and transformation in your message.
Here are three key principles to transform your messaging:
Most companies make their messaging about themselves. They talk about their features, their technology, their innovation. But buyers don’t care about you — they care about themselves.
Instead of:
🚫 “We provide an AI-driven analytics platform with real-time insights.”
Try:
✅ “Struggling to make sense of your data? Get instant insights without the manual work.”
Your messaging should speak to their challenges and aspirations. Make them the hero — your product is just the guide that helps them reach their goals.
Buyers like to think they make rational decisions. In reality, emotion drives action.
Your messaging needs to connect emotionally before it can convince logically. How? By making them feel the pain of their problem and the relief of your solution.
Consider these two approaches:
🚫 “Our cybersecurity solution reduces breach risk by 45%.”
✅ “A data breach could cost your company millions. Protect your business before it’s too late.”
The second one isn’t just about facts — it’s about stakes. It taps into fear, urgency, and the need for security.
Logic informs. Emotion moves.
Confusing messaging kills conversions. If your audience has to work to understand your value, you’ve already lost.
How do you simplify?
Great messaging doesn’t require a second read. It’s instantly clear.
Your product might be the best on the market. But if your messaging doesn’t grab attention, make an emotional connection, and clearly communicate value, it won’t matter.
The companies that win aren’t always the ones with the best product. They’re the ones that communicate their value the clearest and the fastest.
So, ask yourself:
✅ Is your messaging about your product or your customer?
✅ Does it evoke an emotional reaction?
✅ Can someone immediately understand what you do and why it matters?
If not, it’s time for a refresh.
For more insights on mastering product messaging, check out my Amazon Bestseller, Product Marketing Wisdom.