Unfortunately, it’s true.
Just keep on being confusing. Keep on not having clarity and see what happens.
I mean, you can drone on for ten minutes about how great you are, or you can show a pain point, and follow it with how you can solve that difficulty for your custome.
X is hard. We help people solve X.
Or, sometimes you can use an identity:
Y kind of people use this. Be a Y kind of person.
This always reminds me of why I prefer Apple over Android.
It has nothing to do with function – and everything to do with simplicity.
Clarity of product, and clarity of message, can overcome many product deficiencies.
The reality is we aren’t just in a race to get our products to market; we’re also in a race to communicate why our customers need those products in their lives. Even if we have the best product in the marketplace, we’ll lose to an inferior product if our competitor’s offer is communicated more clearly.
-Donald Miller, Building A StoryBrand