Customers don't care about your product. They only care about...

It takes time to digest this as an early-stage founder.

What do you mean they don't care about the product? How do they choose among all the other alternatives?

Let's be clear on this:

Customers care about if your product can help them achieve their goals.

It's a noisy world out there. More than 10,000 Martech solutions in the B2B market compete with each other directly or indirectly.

There are dozens of direct or indirect solutions in the market for the problem you're solving; for the customer you're targeting.

How do you differentiate your product from others?

By focusing on your customer and their pain points, goals, and motivations.

Their first priority is not your product's feature set, pricing, or ranking in the competition.

All of these are pretty important. But their purpose in your messaging is to show "HOW your product does what it promises to do" - which should be the later stage in your messaging.

But first, your focus in product messaging should be addressing if your product can help them achieve their goals.

Then you can start proving your value proposition with your product's feature set and capabilities.

Let's have a look at this great ad by Apple with a focus on how they help their customers achieve their goals with the new iPhone.

Now, after watching this ad, wouldn't you be more interested in hearing how iPhone 14 makes this a reality?

Apple could have started by bragging about how amazing their new camera lenses are or how their new software does incredible things that no other product does.

Instead, they chose to focus on their customers' goals first (i.e: a mom recording his son running) and later start talking about their camera's megapixels, lenses, and other technology in later stages of the customer journey.

Whether it's a paid ad, landing page, email sequence, launch campaign, or social post... Focus on your customer's needs, and they will start listening to you.

Follow me on Linkedin for more ideas on product & content marketing for early-stage startups and how I can help your startup differentiate in crowded markets.