Pitch hack: Explain why did you created the product?
Messaging & positioning is hard in the early days. For a quick 'Aha moment' hack, try explaining the product's origin story because...
People like people who are like them. They trust those who understand their problems (empathy 101).
It is one of the fastest ways to build rapport & intrigue with your buyer.
Explaining your product's origin gives them a chance to identify with the problem you solve.
If you're on the money, they'll usually say something like "Oh man, that's definitely us!"
Learning and validating your product positioning and messaging can take time to perfect.
So start with the original Aha-moment - yours!
Example: I used to work on an enterprise product that managed engineering drawings for large companies.
Using the framework below, I'd position like so:
🔴Pain A - As engineers we used to severely struggle with finding the right drawings. It kept creating delays, maintenance & safety issues.
🔴Problem B - We realised it was being caused by sharing files uncontrolled. Constantly exporting out of the system to contractors/workers.
🔴We saw others dealing with the same problem across the industry (social proof).
🟢Capability C & Product D - So we created this product that makes the files easily searchable, provides unlimited users but invites them INTO the system.
🟢 Solving Problem B - So the data remains controlled, tracked and easily accessible for all users.
🟢 Outcome E - Our clients can now find the right drawing in seconds, saving them heaps of time, re-work effort & safety risks.
This was usually the fastest way to either excite, or disqualify a prospect...
If you've found the right market gap - you should quickly hear the right responses.
If you get the Aha moment - make sure to ask what they found so compelling?
Once you find this out, work on translating this Aha moment into all your other copy (e.g. website, sales content, demos, product, etc).
If you're ever stuck on your product pitch - try explaining why it was created in the first place.
If you’re struggling to find a pitch or product messaging that resonates with your market - I help startups find what their buyers want to hear by running ‘demand discoveries’ with them and their users.
If you’d like to know more book a 30min chat here.