Clarity of Message

3 min read

Like most marketers, I have spent much of my career studying storytelling and how to sell products effectively.

  • You need to choose an enemy
  • Your customer should follow a hero's journey
  • Present your product as a magic pill to fix your customer's biggest problem
  • Slay monsters!

You've probably heard stuff like this—and it certainly isn't wrong. There are tactics and aspects of buyer's psychology that are effective in all of these things. But when every company out there is trying to slay monsters, I've found that it's kind of exhausting. And all too often what the company actual does gets lost in the mix.

As a buyer, I just want to know "Is this product for me?"

With that objective in mind, swapped out what we previously called our "Sales Pitch" page on our website for a much more simple and direct page that outlines who Outseta is for in very plain language.

The page answers a few simple questions as concisely as I was able to:

  • What is Outseta?
  • Who uses Outseta?
  • What do people build with Outseta?
  • What are the benefits of using Outseta?
  • What are signs that Outseta is the right fit for me?
  • What are signs that Outseta is NOT the right fit for me?
  • What technologies are a great fit for Outseta?
  • Where can I learn more?

While questions #3 and #7 are pretty specific to what we offer, the rest are applicable to almost any product. You can check out the page here:

Is Outseta for me?

The response to this page so far has been overwhelmingly positive. It's clear to me that a lot of people appreciate this level of directness and this no-nonsense tone when it comes to selling.

I don't have enough data yet to report on how this page is / isn't influencing our conversion rates, but my gut tells me this page is a big win and will be around for a long time.

More than anything, I share this hoping that you'll consider...

  • Are there instances where you're overusing common tactics and trickery? Are you getting too cute trying to mind-fuck customers into buying your thing?
  • What can you do to create more clarity for buyers in terms of what your product offers and when it's a good fit for them?

It's tough to overdose on clarity of message!