“How do I create website messaging that resonates to both investors AND customers?”

Early stage startup founders ask us this question quite often. 

Like teenage boys that haven’t quite made it through puberty — they are in that awkward “in between phase.”

They want that deep booming voice that investors love…

(ie. articulating a breakthrough technology, ambitious vision, and a huge TAM)

…but also need that boyish charm to win over customers. 

(ie. articulating clearly what the product is, what it does, and why it’s better than what these prospects are already doing)

The mistake a lot of founders make in this situation is trying to appeal to both of these audiences at once.  

And what they end up with is messaging that is the equivalent of voice crack during a big school presentation — awkward, painful, and something everyone remembers for all the wrong reasons. 

The solution?

Keep these messages SEPARATE. 

Tome does this quite nicely. 

They use their homepage to speak to their ideal customers. 

And they use a separate page to speak to their investors (and employees) — They even label it their “vision” page.