It’s easy to think that having a stellar product or service to sell and a market ready and willing to buy is all you need for sales success.

Yet there are times when, despite a fantastic product/market fit, the sales just don’t click.

The most likely reason? Your messaging.

How you communicate your solution to the customers who need it is everything.

Your messaging is THE connection point with your customers. It’s your sales pitch, your objection overcomer, and, possibly even your closer.

Nail it, and you’ve got a quick and easy yes.

Miss it, and you’ve got a seal-tight product/market fit that’s leaking water left and right.

The #1 thing you want your messaging to accomplish is to convey to your prospective customers that you understand them.

You want to speak to them so directly and so pointedly about their need (the one that your product or service is solving) that they stop to wonder if you’ve been living inside their head.

When your prospects have that type of experience with your messaging—whether through your website, sales page, or email copy—you’re doing two major things:

1. Developing a connection with them that goes deep, fast—like those special friendships where after ten minutes of meeting someone you feel like you’ve known them forever because they just “get you”? Yep, same thing here, just on the internet. 😉
2. Agitating their pain to the point where they want it to STOP—right now, with you, please take my credit card.

So, how do you feel your messaging is helping to solidify and take advantage of your product/market fit?

Hopefully, it’s working like the customer-closing partner it should be, but if it’s not, the best place to start is by conducting some customer research.

Speak with a few of your past clients (or people who are a part of your target market) and ask them to tell you the needs they had that brought them to your product or service. What pain did they feel they needed your solution to solve? How have things been different for them now that their pain has been resolved?

Let them talk for as long as they like and ask as many follow up questions as you can. You want to deeply understand their pain from an operational and emotional level, as well as the aspirational vision they have of their life without that pain. Once you do, you’ll be able to create messaging that speaks directly to both of those things and deeply connects with your prospects.

Some other ways to improve your messaging?

Make sure that your messaging speaks to the results your product or service provides, such as through customer stories, anecdotes, and/or testimonials. This builds prospects’ confidence in your offering and shows social proof that it’s worked for others just like them.

Lastly, double-check that you’re marketing in the right places, such as the social media channels where your target market hangs out. There’s no point having a laser-sharp accurate message if you’re throwing darts at the board (AKA wrong crowd).

Dialing in your messaging is so worth it. Nail it, and you’ll see that it’s the one key thing that makes an offering with solid product/market fit become an offering that has clients lining up to pay for it. Read more: Share on X

Dialing in your messaging is so worth it. Nail it, and you’ll see that it’s the one key thing that makes an offering with solid product/market fit become an offering that has clients lining up to pay for it.