A common messaging mistake that kills trust

🏴 Messaging Benefits at a High-Level 🏴

In other words → making big promises on the value of your product.

❌ These promises are NOT BELIEVABLE

Instead, it’s far more effective to message benefits that are:

✅ Realistic

✅ Closer to what your product actually does

Take

Vidyard

for example (see image)

⚫️ Their promise → “Close more deals”

🤔 Wait, what?!

How does a video recording chrome extension close more deals?

💢 It’s just too far from what the product actually does!

It would be far more impactful to start closer to the product…

🔵 And then tell the connected story of how a user might reach that big outcome:

1st Order Benefit

↳ Improve prospect engagement on your messages

👉 If you improve engagement on messages you get…

2nd Order Benefit

↳ More chances to influence prospects

👉 If you influence more prospects you can…

3rd Order Benefit

↳ Generate more opportunities

👉 If you generate more opportunities you might…

4th Order Benefit

↳ Close more deals

____

So remember, when you are crafting product messaging…

→ Keep your benefits realistic

→ Aim for believable value over a big promise