Stop describing what you do—start describing what they feel

Most startup messaging falls flat because it talks about features, not feelings. Buyers don’t care how your product works. They care about solving the problem that’s keeping them up at night.

To improve your messaging:

1. Start with the pain: What are they frustrated by, right now? Use their exact words.
2. Paint the before-and-after: Show the cost of staying stuck—and the benefit of switching.
3. Use Voice-of-Customer (VoC) language: Pull phrases directly from sales calls, support chats, or customer interviews.
4. Ditch the buzzwords: If you can’t explain it to a 7th grader, it’s too complicated.
5. Test fast: Run A/B subject lines, intro blurbs, or LinkedIn hooks to see what grabs attention.

“Companies using VoC-aligned messaging see up to 50% more SQLs and 33% lower CPL.”
— Sopro.io, 2023

Quick test:
Would your buyer nod and say “Yep, that’s me” when reading your homepage? If not—rewrite it in their voice, not yours.