How do you craft problem messages on your startup's website...

↳ When the problem you solve is VERY complex?

😠😫😨 Use struggling moments.

Think of these as the symptoms of the larger problem your product solves.

The common mistake marketers make with their problem messaging is they try to land a message on the ROOT CAUSE of the problem.

Root cause messaging doesn't work for 2 reasons:

❌ They aren’t tangible enough.

Check out the example for Gong.

They could argue their root cause problem as “Your data is siloed” or “Your systems are disconnected”

👉 But no one actually experiences these problems.

↳ They experience the symptoms of them!

❌  They are too complex.

Big problems are often a web of connected problems.

And you can’t message on the nuances of all these underlying problems...

Especially because different prospects will have different interpretations of what is creating these struggling moments.

____

So instead of trying to message these complex and intangible problems...

🔥 Use specific moments that are relatable.

For Gong, this could look like the following:

😠 “I listened in to one of my rep’s sales calls, and he’s not using the latest pitch.”

😫 “I’ve read the meeting notes in our CRM, and I still have no idea what’s happening with the deal.”

😨 “I’m asked by my Product leader to provide input on our roadmap, and I don’t have a clear answer.”

These messages are easier to connect with.

💬 And great for starting a conversation with a prospect.

Once you are in the conversation (Sales Meeting), then you can start to unpack the complexities of the problem for their specific situation.