Outbound messaging, part 2
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Hi all —
Last week’s article was about figuring out your outbound messaging. Then I saw this LinkedIn post from friend of the newsletter, Kim Cram:
There’s a deeper lesson here.
We often start with our product, and work our way from our product’s features and benefits to “prospects’ pain points”.
But if these pain points aren’t #1 or #2 for prospects… they won’t pay attention. I have a million pain points, but I can only focus on one at a time!
So what do you do?
Instead of starting from our product and working to the customer’s relevant pain points, start from your customer’s top problems/goals and work towards your product.
This set us apart on the path to $5M ARR. Because we focused on the things prospects were desperate to solve, we were able to have a mediocre product and a decent enough sales motion… and still grow insanely fast.
So as you work on your messaging, ask yourself: “Am I working from my product to my customer, or am I working from my customer to the product?”
Love that last tip… working from product to customer to customer to product! That’s exactly what you need to do.