Your messaging isn’t just a bunch of words on your website. It needs to talk directly to your target audience by clearly defining the problem you solve for them.

Stewart Butterfield, founder of Slack — the messaging platform — said this to his team just before Slack’s public preview launch in 2013:

“We are unlikely to sell ‘a group chat system’ very well. That’s why what we’re selling is organizational transformation.”

That’s why when Slack launched, their headline wasn’t:

“Group messaging app for remote teams”

It was:

“Where work happens”

Rather than describing what you make, describe what changes for the customer.

Read your homepage out loud. Would your ICP hear it and think “they get my problem”? Or would they have to translate it first?

Drop your “what we do” line below or if you want to discuss yours, join the Growth Engine Office Hours, Thursday 10am. https://meet.google.com/wwk-zdgj-eke

Sandip