When James launched his startup, he was convinced it would be a hit. It solved a real problem, had a sleek design, and, according to his friends and family, was “exactly what people needed.” He poured months into perfecting every detail—obsessing over the logo, tweaking the website, refining the tagline.
Then launch day came.
Crickets.
No flood of customers. No viral buzz. Just a few polite congratulations from his LinkedIn connections and a slow trickle of traffic that barely moved the needle. Reality hit hard: No one cared.
And James isn’t alone. Most businesses experience this at some point—whether they’re launching a startup, releasing a new product, or trying to get people to pay attention to their brand. The common mistake? Assuming that having a great product is enough.
It’s not.
People don’t wake up thinking about your product. They don’t spend their day searching for your new feature or obsessing over your branding. They’re busy—distracted by a hundred other things competing for their attention.
So how do you make them care?
The answer isn’t in more ads, bigger discounts, or another round of fancy branding. It starts with understanding why people buy—and why they ignore.
The Shift: People Buy Stories, Not Features
James made the mistake most brands do: he thought people would care about his product because of what it did. The reality? No one buys a product because of its features. They buy because of how it makes them feel.
Think about it—when was the last time you bought something purely because of its specs?
Apple doesn’t sell iPhones by listing megapixels and processor speeds. Nike doesn’t push shoes by talking about rubber quality. Instead, they tell stories. Apple makes you feel innovative, creative, ahead of the curve. Nike makes you feel like an athlete, part of something bigger.
And that’s why people buy.
Your product might be the best in the market, but if your messaging reads like a technical manual, it won’t stick. People don’t connect with features—they connect with emotion, identity, and transformation.
Take two different pitches for the same product:
❌ Feature-focused: “Our running shoes have a triple-layer foam sole and carbon fiber plating for enhanced performance.”
✅ Story-driven: “Crush your next run with shoes designed to make every step feel lighter, faster, and unstoppable.”
See the difference? One talks about what the product does. The other makes the customer feel something.
If your marketing isn’t working, it’s probably because you’re selling the thing instead of the story. And until you change that, people will keep scrolling.
Stop Selling. Start Solving a Real Problem.
Most businesses talk about their product like it’s the main event: “We have the best [X] on the market!” “Our new feature is a game-changer!” But here’s the truth—people don’t care about what you’re selling. They care about what’s frustrating them right now.
If you want people to notice, stop telling them why your product is great and start showing them how it fixes something they actually struggle with.
Look at Slack. When it launched, the team didn’t go around saying, “We built an innovative, cloud-based messaging platform with seamless integrations.” They positioned it as “the end of endless emails.” They didn’t sell a product—they sold relief.
This is where most businesses get it wrong. They assume people will connect the dots between their product and the problem it solves. They won’t. You have to spell it out.
A quick test:
- Can you describe the exact frustration your audience feels before they discover your product?
- Does your messaging clearly link that frustration to the solution you provide?
- Would a complete stranger instantly understand why your product makes their life better?
If the answer isn’t a clear yes, that’s why no one’s paying attention.
The “So What?” Test: How to Make People Care
Most marketing is filled with fluff. Phrases like “industry-leading,” “state-of-the-art technology,” and “seamless integration” sound impressive—until you realize they don’t actually mean anything to the customer.
This is where the “So what?” test comes in.
Every time you make a claim about your product, ask yourself: So what? Why should anyone care?
Let’s break it down.
❌ Bad messaging: “Our software uses AI-powered analytics to optimize workflow efficiency.”
🔹 So what? What does that actually do for the customer?
✅ Better messaging: “Get back hours of your day with an AI assistant that handles the boring stuff for you.”
🔹 Now it’s clear why it matters.
Most brands make the mistake of talking at their audience instead of speaking their language. Your customer isn’t walking around thinking, “I need a state-of-the-art solution.” They’re thinking, “I need this to be easier.”
If your message doesn’t instantly answer what’s in it for them, they’ll keep scrolling.
Make Your Audience the Hero, Not Your Product
Most brands tell their story like this:
“We built this amazing product. It’s innovative, cutting-edge, and changes everything.”
Sounds great—except customers don’t care about your story. They care about theirs.
The best brands understand that their product is just a supporting character. The real hero is the customer.
Think about the most compelling stories. Luke Skywalker needed Yoda. Harry Potter needed Dumbledore. In both cases, the mentor didn’t steal the spotlight—the hero did. Your product should be the Yoda, not the Luke.
Take a look at how brands position themselves:
❌ Product as the hero: “Our marketing software uses advanced AI to help businesses scale faster.”
✅ Customer as the hero: “Get more customers without spending hours on marketing. Here’s how.”
The difference? One makes the brand sound smart. The other makes the customer feel empowered.
If your messaging puts all the focus on your product, shift the lens. Make your audience feel like the main character—someone who wins because of your product, not someone who exists to admire it.
Cut the Noise: The Power of Simplicity
Most marketing sounds like a college thesis. Overcomplicated, stuffed with jargon, and impossible to remember.
The best brands? They keep it simple.
Take Apple. When they launched the iPod, they could have said, “A 5GB MP3 player with a user-friendly interface and high-fidelity audio playback.” Instead, they said:
“1,000 songs in your pocket.”
Instantly clear. Instantly compelling.
If your messaging is cluttered with buzzwords and technical details, people will tune out. Simplicity wins because:
- It’s easy to remember. If someone can’t repeat your message after hearing it once, it’s too complicated.
- It sticks. The shorter and clearer your message, the more likely people are to engage.
- It removes confusion. Customers don’t have time to decode your marketing. They need to know, at a glance, why your product matters to them.
A quick test:
- Can you describe what your product does in one sentence—without using jargon?
- If you asked a stranger to explain it back to you, would they get it right?
If not, trim the fat. The clearer your message, the louder it stands out.
The Fix: A Step-by-Step Way to Rework Your Messaging
Now that we’ve uncovered why your product isn’t getting the attention it deserves, it’s time to fix it. Here’s a simple, actionable exercise to rewrite your messaging and make people care.
Step 1: Start with the pain
Before you talk about your product, talk about your audience’s frustration. What are they struggling with? What keeps them up at night? Understand the problem at a deep level.
Step 2: Offer the solution
Once you’ve nailed the pain, introduce your product as the solution. But don’t just say, “Our product solves [X].” Instead, show how it makes life easier, better, or more exciting.
Step 3: Make it clear why they need it
This is where most brands fail. Don’t assume your audience knows why they should care. Make it obvious why your product is the answer they’ve been looking for.
Here’s a simple framework:
- What problem does your product solve?
- Why does that matter to your audience?
- How does your product make their life better?
Step 4: Test it with the “so what?” test
After writing your new messaging, ask yourself: So what? Does it pass the test? If it doesn’t, simplify it further.
Step 5: Make your audience the hero
Revisit your messaging and ask, “Is my customer the hero of this story?” If it’s all about you and your product, flip the script. Your customer should always take center stage.
The Takeaway: Building a Message That Resonates
At the end of the day, your product isn’t going to speak for itself. People don’t care about your features or your shiny new update. They care about how your product fits into their life, solves their problems, and makes them feel like they’re getting ahead.
The best way to stand out in a crowded market is to shift your focus away from what you want to say about your product, and instead focus on what your audience needs to hear.
Here’s the formula:
- Solve a real problem. People don’t buy products; they buy solutions.
- Tell a story that connects emotionally. Make them feel something—whether it’s relief, excitement, or empowerment.
- Keep it simple. The clearer and more direct your message, the more likely it will resonate.
- Make them the hero. Let your audience feel like they’re the star of the show, with your product helping them achieve their goals.
If your message can pass the “so what?” test, speak to real frustrations, and highlight why your product is the key to overcoming them, people will start to pay attention. And when people care, they’ll not only listen—they’ll buy.
The Next Step: Put It All Together
Now that you understand the key elements of crafting a message that resonates, it’s time to put it all together. Here’s your actionable, step-by-step approach to rework your messaging:
Step 1: Reframe your elevator pitch
Can you describe your product in 30 seconds or less—and make your audience care? If not, rewrite it. Focus on the pain you solve and how it makes life easier for your customer. Remove any jargon or fluff. Here’s a template to follow:
- Problem: Start by addressing the struggle your audience faces.
- Solution: Introduce your product as the solution, but don’t focus on features—focus on outcomes.
- Benefit: Wrap it up by showing how life gets better for them after using your product.
Step 2: Refine your key messaging
Now that you’ve nailed the elevator pitch, go deeper. Create 2-3 key messages that you want your audience to remember. These should be short, punchy, and focused on emotional impact. Here’s where you answer the “so what?” question:
- Why does your product matter?
- What problem does it solve, and how does it improve their life?
- How does it make them feel?
Step 3: Test your messaging with real customers
Talk to real people—whether it’s your customers, prospects, or strangers—and test your messaging. Ask them questions like:
- “What problem do you think this product solves?”
- “How does it make you feel?”
- “Would you use this product?”
This is where you get the truth about whether your message is landing or falling flat.
Step 4: Simplify, simplify, simplify
Finally, if your messaging still feels complex, take a red pen to it. Get rid of anything that doesn’t serve the core message. The more you simplify, the stronger your message will be.
Remember, great marketing isn’t about shouting the loudest—it’s about connecting with your audience on a real, human level. When you nail that connection, your product won’t just be another thing in their feed. It’ll be the thing they’ve been looking for.
The Final Word: Stop Selling, Start Connecting
When it comes down to it, selling isn’t about pushing a product—it’s about starting a conversation. It’s about understanding your customer’s world, connecting with their needs, and offering a solution that feels personal, real, and impactful.
Think about the brands you love. Why do you care about them? It’s not just the product. It’s the way they make you feel, the way they align with your values, and the way they speak directly to your needs.
If you want your product to make waves, stop trying to sell it. Start showing up for your audience. Understand their pain, speak their language, and offer a solution that truly makes a difference.
The next time you think about your product, ask yourself:
- Are you telling your audience why they should care, or are you just telling them what your product does?
- Are you making your customer the hero of the story, or are you focusing too much on your product?
- Are you keeping it simple enough to be understood in a single glance, or are you adding unnecessary noise?
If you can answer those questions with a confident “yes,” then your product won’t just be another blip in the market. It will be something people care about—and that is the secret to building real, lasting connections.
