Messaging That Converts Starts With Emotion, Not Logic

Your pitch is tight.
Your deck is clean.
Your team knows the value prop.

But when you talk to customers, it doesn’t land.
This is the messaging gap.

Here’s how to build resonance, not just clarity:
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1. Logic convinces. Emotion converts.​
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​Customers don’t act because you’re right.
They act because you made them feel seen.

→ What emotional pain are you solving, not just functional pain?
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2. Sell the tension, not just the solution​
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​Founders love to jump to “here’s how we help.”
But tension builds interest.

→ Instead of “We simplify reporting,” try:
“Founders waste 12 hours a month chasing dashboards. We stop that.”
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3. Use their words, not yours​
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​Your customer has already written your best copy.

→ Dig through sales calls, reviews, and support chats.
→ What phrases come up again and again?

That’s your headline.
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4. Your messaging should polarize​
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​If everyone thinks your positioning is “fine,” you’ve already lost.

→ The best messages make some people say “That’s exactly what I need.”
And others say, “That’s not for me.”
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That’s how you get attention and velocity.​
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Ask yourself:​
​Would a prospect say “finally” when they read your headline or just nod?