A harsh reality I had to learn is that no one cares about your product or service. We love our products or client’s products and all of the features, research and work behind them.

The problem is…

The customer or user does not care. So, you may be asking…

“Well, why does anyone buy? What do people care about?”

What they care about is what your product or service can do for them. What problem can it solve? What pain can it take away?

I’ve seen this in service businesses, product/ecommerce businesses, and I would say Saas companies are the worst at doing this.

They talk about their features or attributes rather than simply telling the potential user or customer what problem they can solve.

If you figure this out for your company, two things will happen:

1.) You well sell/convert people at a higher rate

2.) You will find new ways to market and scale

Let me explain better with two examples.

I recently helped a Saas company in the visual coding/no code space. They were using bland ad copy and buying ads to the homepage.

The first problem is that within 2 minutes of looking at the homepage, I still didn’t know exactly what their product did. Saying things like “secure no code tool” is not appealing.

Instead, I figured out that there were a few key things people were using the product for.

One of them was to build an API. So, we set up specific landing pages with language targeting people looking to build an API fast.

Then, we set up ads targeting people looking to build an API.

I should also note that the ad called out potential problems that this company could solve. Headlines were things like:

“Need to build an API fast?”

“Stuck building out an API?”

The idea is to call out the pain or problem that you can solve, target those people properly, then use a landing page to explain it accurately to them.

I kid you not, this brought their paid ads cost per acquisition from $250 to $12 for a user.

Then, we just did the same for the top main problems that they could solve for users and built out pages and ads for each.

So, we improved conversion rate and created multiple new angles to scale rather than just sending broadly targeted people to a broad speaking homepage.

It’s the same thing with ecommerce…

With Tile, another client, the language in ads and on the page were “Bluetooth tracking device.” Well, that is confusing especially because at the time, it was new and no one knew what it was.

So, I changed it to, “Stop losing your keys with this simple device.” That turned it into a campaign spending 5 to 6 figures per day in ad spend and they went 0 to $1 million/month in one month.

Later we expanded to new angles.

How can you use this?

Think about, research, or ask actual customers about how your product or service can help them. What are the specific problems that your product or service can solve for them? Then, go create marketing, branding, videos, whatever assets that you use around this problems that you can solve and pains that you can take away for a customer.

I’ve seen businesses go from 0 or flat to exponential growth by implementing this.