Ever heard any of these messaging rules?
- "Lead with the benefits, not the features."
- "Sell the problem, not the solution."
- "Start with why."
Of course you have.
These snappy soundbites sound smart...and, they’re platitudey crap.
“Zach, how can you say that?! Simon Sinek is a genius!!”
I’ll tell you how. Your potential buying audience isn't a monolith:
→ They may have the same problem.
→ They may have the same characteristics.
→ They most certainly do NOT have the same perspective.
At least when it comes to the purchase.
In other words:
→ Some don't know they have a problem.
→ Some are comparing potential solutions.
→ Some are ready to buy, right here, right now.
Different messages work for different people at different times.
Lookit. Anyone spouting "always do this" messaging tips hasn't spent a day thinking about how real people actually buy stuff.
These “tips” always ignore where buyers are on their path to purchase (that's the buyer journey to the cool kids). And there’s the rub.
Where your prospect is on their path to purchase has a HYUGE say in whether your message sticks or gets ignored.
For example…Let’s say you're hawking software to someone knee-deep in vendor research. You hit ‘em with a problem-focused talk-track. What do you think their internal monologue is?
"Yeah yeah, I know all that…(eyeroll)...Just tell me how this is different!"
Ditto the opposite. Try pushing deep feature messages on someone who doesn't know they have a problem? Total disconnect.
“This isn’t for me.”
How buying really works (at least for complex sales).
Here's a simplified view of how people move through buying decisions:
- Unaware: Not looking for anything new; happy with current solutions
- Aware of Opportunity: Uncomfortable with status quo; recognizes potential problems
- Defining Problem: Actively researching to understand the problem causing pain
- Evaluating Options: Considering alternative strategies to solve the defined problem
- Establishing Preference: Ready for deep dive into specific vendors and offerings
- Validating Decision: Final scrutiny before pulling the trigger
The biggest messaging screwup?
Using stages 4, 5, or 6 talk with stage 1, 2, or 3 people.
Here's how to match the message To the mindset.
For the Unaware
Hit them with: Wrap the problem in emotive context.
Why it works: No one gives a shit about your solution until they recognize their problem.
This is what "sell the problem" tries to do. But as I wrote in this rant, context beats just pointing at problems. It’s a fine line between selling the problem and stoking fear. Context shifts that.
For the Aware of Opportunity
Hit them with: Problem validation and scope.
Why it kills: They sense something's off, but haven't defined it yet.
This crowd knows something could be better, but hasn't framed that as a clear problem yet.
Without a clear problem, no one's buying a solution.
Show them you understand their fuzzy sense of unease and help them give it a name and shape. Back it up with data that shows the scope and impact of what they're feeling. This is about as close to “sell the problem” as you can get!
For the Problem Definers
Hit them with: Solution categories and urgency.
Why it works: They're using solutions to understand their problem better.
This is a crucial insight many miss: these peeps aren't shopping yet. They're exploring solutions to better define their problem.
They might book discovery calls, download comparison guides, even book a demo...not to buy, but to understand what's possible so they can frame their issue more clearly.
For this crowd, urgency is key. Emphasize why solving this problem matters now rather than later.
For the Option Evaluators
Hit them with: Benefits, outcomes and your unique approach.
Why it works: They wanna see how specific solutions deliver results.
NOW, they're comparing methods.
Show how your approach solves their specific problem, focusing on real results and outcomes more than detailed features.
One exception to this? If you have a truly differentiating feature, shine a light on it. You wanna be seen as different as much or more than better.
For the Preference Establishers
Hit them with: Your specific features, differentiators and proof.
Why it works: They're comparing vendors and need specifics.
This audience is down to comparing specific options.
Now's when feature lists, specs, and how it works details matter in granular detail.
For the Validators
Hit them with: Risk reduction and decision validation, but tie back that emotion from the start.
Why it works: They need to defend their choice to others; we all make decisions on emotion and validate those with fact….but emotion is always remembered.
They've chosen you but need ammunition to defend that choice.
Give them ROI models, customer proof, and validation that removes any lingering doubt.
BONUS TIP: make sure your customer stories paint THEM as the hero, not your solution. Remember, you want you buyer to see themselves in those customer examples.
Flying blind? Try this.
When you don’t know where your audience is on their path to purchase, start with problem, wrapped in context.
Context is showing you get the problem, instead of simply naming it.
It’s wrapping the problem you address in its real world circumstances.
Using context adds emotional resonance, showing you (as the seller) have been there. You get it. You really get it.
For example, consider software testers who waste hours on some mysterious error messages:
Another merge day, another disaster.
You're hunched over your keyboard while Slack notifications keep piling up.
“Any update on that fix?” The deployment's stalled again.
Your product manager keeps asking for timeline updates while you dig through thousands of lines of code looking for that one misplaced bracket or parameter. You can feel your real work—you know, that innovative stuff that really moves things forward—piling up while you're stuck debugging someone else's mess.
What could debugging all that code with obscure error messages really be costing you? Not just the wasted hours, but the missed opportunities, the delayed releases, those innovative features that never get built."
Now, how do you turn a narrative like this into a killer headline?
Pull out the most emotionally-charged question that connects to your audience's pain point.
In this case:
"Could debugging all that code with obscure error messages actually be costing you?"
This works because it:
→ Poses a question (which engages the brain)
→ Uses loss aversion
→ Speaks directly to a pain they feel daily
→ Hints at hidden costs beyond the obvious time waste
AND, when you share that narrative it all ties together.
SPECIAL NOTE ON LOSS AVERSION: We all respond more to avoiding loss mpore than achieving gain. Look up Amos Tversky and Daniel Kahneman's propsect theory work from 1979. It still plays...and will forever.
Emotion works everywhere.
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Maya Angelou got it.
Emotion isn't only for early-stage buyers.
Brain science shows decisions start with gut reactions, even for logical business buys.
And while, sure, emotion hits hardest early (Unaware through Define Problem)...but that thread runs through the entire buying process. Emotion is never forgotten.
Remember that.
Feature-first CAN work. Here's exactly when.
The Feature-Benefit crowd isn't completely wrong. They're just missing nuance.
Here are specific cases where leading with features absolutely makes sense:
For solution-aware audiences who've done their homework. They know their problem, they know solutions exist, and now they want the deets.
For technical decision-makers like engineers or IT pros who instinctively distrust flowery benefit statements. These folks value concrete capabilities over marketing-speak. Just don't forget EVERYONE buys on emotion. You just gotta figure out how to articulate it best for your specific audience.
When your feature is a true standout. If your competitors can't match a specific capability, why bury that stuff? Still lead with emotion, but point out what makes you different.
When a specific feature directly addresses a major pain point. If your audience is screaming about a particular problem, and your feature fixes exactly that, put it front and center. Just be sure to tie it to the problem.
Here's a quick win for your homepage.
With all this in mind, try this for your website:
H1 (main headline): Hit them with emotion that shows you know their world.
H2 (subhead): Tell them exactly what your thing is and/or does.
This combo WORKS.
People deep in the buying cycle can confirm they're in the right spot, while newbies get hooked by that emotional gut-punch.
Some examples:
Tech:
Gomocha:
H1: Reveal hidden service efficiencies and win in a service-first world.
H2: Gomocha is the field service platform for forward-looking field service operators.
Ringlogix:
H1: Build Your Business. Not Theirs.
H2: Stop settling for small commissions. Work with RingLogix and achieve up to 70% margins for your MSP.
Coaching & consulting:
Me! zachmessler.com:
H1: Be perfectly understood.
H2: What you sell is amazing. Help your audience see that, too.
And hey! Want more...sign up to talk. 👇👇👇
Drop The Cookie-Cutter Crap
Next time you hear "always lead with benefits" or "always sell the problem," remember, there is no always.
Instead, meet your audience where they are.
Want help picking the right message for your specific crowd? Let's chat.
Often, one small tweak makes an oversized difference.
🤘👊💥😎
