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🧬 The secret to crafting messaging that resonates

 

Remember what you’re really selling.

Date: February 25, 2025

⏰ Read time: 2 mins

Wondering how to craft marketing messaging that actually resonates with your target buyer?

Here’s the secret: Meet them where they are today.

Empathize with their pain. Show customers that you understand what they’re going through – that you GET them – by joining the conversation already happening in their heads.

In his bestselling book, Gap Selling: Getting the Customer to “Yes”, Keenan writes:

“Every sale starts with a problem.

If a problem doesn’t exist, there is no sale.”

Your job is to clearly identify the problem your prospects are struggling with and the impact it’s having.

And position your product as the bridge that takes them from the pain state they’re in today to the dreamstate they want to be in tomorrow.

Let’s take a look at a couple of examples to see this in action.

1. DAYE’S HOMEPAGE

Daye homepage hero with the headline “Let’s end the era of ‘just deal with it’”

Daye nails this concept by immediately signaling to visitors: We’re on your side.

They call out a shared frustration (women’s health symptoms being ignored) and position themselves as the brand that actually listens.

I love their banner copy “AT DAYE OUR PAIN TOLERANCE IS 0.”

Just below the hero section, they reinforce their message with video stories of women talking about how their symptoms were dismissed, with a CTA “Get Answers” that leads to their new period & pelvic pain clinic (smart).

Daye video stories featuring women discussing dismissed period and pelvic pain symptoms

2. ROSY’S LANDING PAGE

Rosy landing page explaining the barriers women face when seeking healthcare

^ Here’s some copy I wrote last year for a page that converted at 10x the industry-standard rate 👀. See the case study here.

Putting messaging like this at the top of a page (or the beginning of an email) instantly makes your argument more compelling.

But where do you find messages like these?

I didn’t pull this out of thin air. It came word-for-word from customer surveys and Reddit threads.

In copywriting, this is what we call “agitating the problem” using the “voice of the customer”.

Agitation is how you bring customers’ real, lived experiences to light and get them to feel something so they keep reading.

There are two ways to approach this:

  1. Agitate the problem that brought them here → Highlight examples of how it shows up in their day-to-day life.
  2. Agitate failed solutions → Call out competitors or inferior methods they’ve tried (and why they didn’t work).

Agitation isn’t about beating customers over the head with their problem, or blaming them for not solving it yet. It’s about empathy.

When you agitate well, your audience will feel that you understand them. And once they do, they’ll be more open to seeing your solution as the answer they’ve been searching for.

THEN, once you’ve laid the groundwork, show why your solution is the obvious choice 👇

Rosy landing page promoting its women’s health app with the headline “Get All Your Health Questions Answered In Rosy”

KEY TAKEAWAY

If you want messaging that converts, start by listening.

Founders often worry about coming off too salesy. But when you use your customers’ own words and meet them where they are (the problem state), it won’t come off as a pitch.

Don’t think of it as selling a product.

What you’re really selling is a way out.

Want to dive deeper into this topic? Check out this article on Eleos Health’s painkiller messaging strategy.

Want more from your marketing? Here’s how we can help

Get stronger positioning and messaging in just 4 weeks

Product Marketing Hub helps B2B tech companies nail their positioning and messaging, then turn it into copy that drives pipeline. 

Here’s how it works:

STEP 1: Uncover the real reasons buyers choose you

STEP 2: Align marketing, product & sales teams

STEP 3: Get your positioning and messaging strategy

Then we’ll turn it into high-converting copy across your website, landing pages, and emails. 

Reach out to schedule a free 30-minute discovery call. 

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Binge-worthy reads:

🧬 The #1 thing missing from health websites

How Bloomlife gets the “yes”.

Eleos Health painkiller messaging strategy

🧬 Eleos Health’s painkiller messaging strategy

A playbook to rally people around the problem you solve.

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