Messaging That Matters: Scaling Your Startup to $1M and Beyond

You’ve poured your heart and soul into building an amazing product. You’re convinced it’s going to change the industry. But here’s the cold, hard truth: no one cares about your product. At least, not yet.

This reality check is crucial for every founder aiming to hit that coveted $1 million revenue mark. In a recent episode of Launch Today, messaging expert Zack Mesler shared invaluable insights on crafting compelling messaging that resonates with customers and drives growth.

This article breaks down what Mesler said. We’ll look at how to talk about your startup in a way that gets people excited. Whether you’re just starting out or trying to break through to $1 million in sales, these tips will help.

Cutting Through the Noise

The biggest mistake Mesler sees? Founders who can’t clearly explain what their product does. Your homepage headline must instantly convey what your product is, what it does, and who it’s for. You have mere seconds to grab attention, so ditch the jargon and buzzwords.

Mesler advises founders to answer three key questions: What is it at its core? What does it do in one word? Why does it matter to your target customer? By distilling your offering down to its essence, you’ll gain clarity that makes everything else easier.

Stop talking about yourself. Your messaging should focus entirely on your customer. As Mesler puts it, “Flip the message. It’s not about you.” Your headline needs to be emotional, customer-centric, and focused on outcomes rather than features.

Ask yourself: What does your product enable customers to achieve in 90 days? That’s your headline. This shift in perspective will dramatically improve your messaging’s effectiveness.

Finding Your True Audience

Counterintuitively, good messaging attracts the right people and repels everyone else. Don’t be afraid to alienate those who aren’t a fit. As host Trevor Landau notes, “A good headline should discourage way more people than it encourages.”

Be specific about who you serve. It’s equally important to define who you’re not for. This clarity will help you attract ideal customers and avoid wasting time on poor fits.

If you’re experiencing slow growth, it might be time to test messaging for entirely new customer segments. Mesler shared an example of a client who’d plateaued at $250k in annual revenue. By experimenting with messaging for a different audience, they unlocked massive growth potential.

Don’t be afraid to pivot. Your initial customer base may not be the one to take you to $1 million and beyond. Be open to exploring new markets and adjusting your messaging accordingly.

Aligning Your Team

New messaging is worthless if your sales team won’t use it. Mesler offers several tips for getting buy-in:

Build relationships with top sales reps. Test messaging together on real calls. Let successful reps evangelize to their peers. Adapt messaging to different sales styles.

Remember that salespeople will default to what’s comfortable. Give them new tools that demonstrably improve results, and they’ll be more likely to adopt them.

Mesler’s background as a sports announcer taught him valuable lessons about engaging audiences. Keep it high-energy, be quick and clever, pull in emotion, use cultural references, and make it interactive.

These principles apply equally to startup messaging. Captivate your audience and make them part of the story. This approach will make your messaging more memorable and effective.

Crafting Compelling Messages

Whether you’re announcing a volleyball game or writing product copy, the customer is the star. Not you. Not your product. Focus relentlessly on their pain points, desires, and outcomes.

This customer-centric approach will resonate more deeply with your target audience and drive better results.

For inspiration, look to B2B companies with killer messaging. Slack’s “What it feels like to sit in 25% fewer meetings” and Coda’s “Enough of this sheet” are prime examples.

These headlines work because they speak directly to customer pain points and desired outcomes. Analyze successful competitors and learn from their approaches.

The most effective messaging often comes straight from your customers’ mouths. Mesler shared an example where simply switching from “Have a great experience” to “I had a great experience” in an ad tripled conversions.

Mine reviews and testimonials for compelling language. Your customers know how to sell your product better than you do. Use their words to craft authentic, resonant messaging.

Mindset Matters

Mesler’s personal brand revolves around the phrase “Boom Shakalaka” – a combination of excitement, calculated risk-taking, and winning. The lesson? Inject enthusiasm into everything you do.

When you truly love what you’re building, that energy is contagious. It will shine through in your messaging and attract customers who share your passion.

Mesler credits “The 4-Hour Work Week” by Tim Ferriss with a transformative mindset shift. Identify the worst possible outcome, create a plan to deal with it, and list out all the amazing possibilities.

This exercise makes risk-taking far less scary. For founders, it’s essential. You need courage to try new things and test bold ideas. Remember: In marketing, the worst outcome is usually just that no one cares. And that’s not so bad.

The Road to $1 Million and Beyond

Crafting effective messaging is a crucial skill for any founder aiming to scale their startup. By focusing on the essence of your offering, flipping the script to center on customer outcomes, and finding your true audience, you’ll lay a solid foundation for growth.

Align your team around consistent messaging, draw inspiration from successful companies, and always use the voice of the customer. Cultivate enthusiasm for what you’re building and take calculated risks.

Remember, no one cares about your product. They care about what it can do for them. Craft messaging that speaks directly to your ideal customer’s pain points and desired outcomes. Be clear, concise, and compelling.

With the right message, you’ll attract the perfect customers to fuel your growth to $1 million and beyond. Now get out there and make some noise. Boom Shakalaka!