Honestly, every time I work with founders on a launch, I end up spending more time on the messaging than any other part of sales. why? Because in sales, messaging has one job: to push the prospect to take action - to buy.
One of the first things I ask is: is the message framed exactly the way the prospect talks about the impact online? The mistake I see most founders make is thinking messaging should speak to pain points. That works for awareness, but if you want conversion, you need to speak to the impact the problem has on the business - and do it in the exact language the prospect uses.
Example: Customer says, "I'm tired of my finance team wasting 15 hours a week manually fixing invoice errors."
Message 1: "We help finance teams automate invoice processing."
Message 2: "We help finance teams process invoices faster and reduce manual errors."
Only one of those triggers action, and it's not the first one.
Another one: "I want to stop straining my voice during high notes and sing confidently during solos."
Message 1: "I offer classical voice training for choristers."
Message 2: "I teach choristers how to sing high notes without straining their voice."
Same offer. Different messaging. It's not rocket science - it's just rarely applied.
When I clearly understand what a problem is costing me, I act faster. When I can vividly see the outcome, objections drop naturally. The right messaging handles about half of the sales objections before you even start pitching.
