👀 The #1 Reason Your Customers Choose Your Competitor (Even When You’re 10X Better)

Hi friends 👋

This week, I’ve been researching and analyzing a lot of startup websites. And there’s one mistake I’ve been seeing throughout the years that I wanted to bring to your attention too.

A lot of these startup websites have a messaging problem.

They talk about what they’ve built, not what it does for the customer.

And that’s a huge miss.

Because when your audience lands on your site (or reads your post), they shouldn’t need to scroll, re-read, or guess to understand what’s in it for them.

They should know instantly.

Here’s a quick visual example so you understand what I’m talking about.

One website I came across said:

Looks sharp at a glance, sure.

But as a potential customer, I’m still not sure what pain point it solves for me.

I’d had to scroll down to understand what said revenue agents can do for a customer.

Now compare that with another one:

This startup said it directly that their AI helps you identify hidden drivers of your revenue growth.

I understand what signing up to this tool will give me in the first couple of seconds.

And if my pain point is that I don’t know what drives my revenue growth, I’m gonna keep exploring the website, check its features, and sign up for a trial.

See the difference?

So, before you publish any messaging on your website or social, ask yourself:

“Can someone who’s never heard of us read this and know what our product changes for them?”

If the answer is no, you’re asking your audience to burn too many mental calories. 

And most of them won’t do that. They’ll scroll away your post, or leave your website and spend money with your competitor that quickly made the benefit of working with them clear.

The painful truth is, you can have the stronger product, the better service, even the better team. But if your competitor paints a clearer picture of what life looks like with them, they’ll get the client.

Whether it’s a LinkedIn post, blog, or short-form video, your message should always answer one question fast:

👉 What changes for your audience once they engage with you?

How to find what your audience actually cares about

No matter how hard you brainstorm, the best messaging comes from listening to your target audience.

There are a few ways to do that:

1. Go to Reddit and open your niche-related subreddits. Read what people are actually saying about their challenges.

2. Join industry-specific groups on Facebook and Slack and follow the discussions.

3. Use a social listening tool like Brand24 to quickly surface what people are saying about your brand, your competitors, and your niche across the internet. Like on X, Reddit, YouTube, podcasts, and more. 

I’ve been testing Brand24 for a while now, and one of its highlights is that it helps you find the exact words your audience uses when describing their pain points or wins. Which is a real content goldmine. Use that language to create clear message that resonates with your audience.

If you want to try and see how it works for you, Brand24 has a 14-day free trial.

See you next Friday,

Kate 🌟