How Do You Claim to Solve Their Pain?

When speaking to your ideal user, you're trying to signal three things: you understand their pain, you know what they're going through, and you have an answer.

If you pull that off, you're ready to make your claim: the actual product or solution that relieves the pain and delivers the gain.

So what is the claim, exactly?

The claim is the middle of your message. Not the pain and not the gain: it's the "here's what we do" part. A unified dashboard. An email assistant. An electric car. A package of sliced bread. It states the offering clearly.

Most founders treat the claim as the boring part. The easy part. And yes, you just need to state what you do, but it still requires saying it in a way your audience actually understands. If you can't do that, the whole message breaks down.

Phrases like "ultra-hyper-multi-level-super-retargeting solution" don't help. Only one word in that string tells you what the product does. The rest adds noise, not clarity. Your audience won't stop to decode it. They'll just move on.

Simplify the claim. Make it clear. Then multiply.