Keep Digging, You're Not There Yet

Remember when you came up with that tagline and could easily tell me WIIFM?

I did think you really nailed it with that one...

...but unfortunately, it didn't land. You need to dig some more.

It happens.

Sometimes we come up with great copy and we're stoked, proud, and feel on top of the world. We've cleared one of the most crucial hurdles: conveying our value easily and efficiently...

...but our audience doesn't see it as clearly as we do.

It happens.

So we go back to the drawing board, research some more, and start digging: learning, listening, and asking more questions so we can fine-tune our message, copy, and offering.

Your audience will appreciate it, because they'll finally understand it :)

How Do You Dig Further?

Go back through your notes and see if you missed something you dismissed too quickly. Revisit the co-founders and reignite areas that aren't clear to get a few more thoughts and directions. Listen to another podcast, read another article, watch another video, and keep going until the message is cleaner, simpler, and better.

Yes, it happens, and it is OK...and much needed.

This is your value proposition we're talking about. If it isn't clear and straightforward, your audience doesn't understand how much they need you.