Â
Remember what youâre really selling.
Date: February 25, 2025
â° Read time: 2 mins
Wondering how to craft marketing messaging that actually resonates with your target buyer?
Hereâs the secret: Meet them where they are today.
Empathize with their pain. Show customers that you understand what theyâre going through â that you GET them â by joining the conversation already happening in their heads.
In his bestselling book, Gap Selling: Getting the Customer to âYesâ, Keenan writes:
âEvery sale starts with a problem.
If a problem doesn’t exist, there is no sale.â
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 theyâre in today to the dreamstate they want to be in tomorrow.
Letâs take a look at a couple of examples to see this in action.
1. DAYE’S HOMEPAGE
Daye nails this concept by immediately signaling to visitors: Weâre on your side.
They call out a shared frustration (womenâs health symptoms being ignored) and position themselves as the brand that actually listens.
I love their banner copy âAT DAYE OUR PAIN TOLERANCE IS 0.â
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).
2. ROSY’S LANDING PAGE
^ Here’s some copy I wrote last year for a page that converted at 10x the industry-standard rate đ. 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 didnât 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 customersâ real, lived experiences to light and get them to feel something so they keep reading.
There are two ways to approach this:
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 đ
KEY TAKEAWAY
If you want messaging that converts, start by listening.
Founders often worry about coming off too salesy. But when you use your customersâ own words and meet them where they are (the problem state), it won’t come off as a pitch.
Donât 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 Healthâs painkiller messaging strategy.
Whenever you’re ready, here are a few ways I can help you:
Turn more browsers into buyers with website copy that speaks directly to your audienceâs pains and desires (and makes them kick themselves for not finding you sooner).
Tap into the gold mine of your email list with strategic sequences that delight subscribers and fire up your conversions.
 3. The Copy Accelerator
In a rush to get this done yesterday? Get conversion copy for your website, landing page, or email sequence done and dusted within your tight timeline.
 4. Website Review
Give your site a quick win with low effort, high-impact, and ready-to-implement recommendations to increase conversions.
Binge-worthy reads:
How Bloomlife gets the “yes”.
A playbook to rally people around the problem you solve.
Join a growing community of smart marketers to get
healthtech messaging breakdowns & insights in your inbox.
Drive conversions. Grow your impact.Â
Join a growing community of smart marketers and get healthtech messaging breakdowns & insights in your inbox. Drive conversions.
Grow your impact.Â