Fractional CMO Show

Why Prospects Don't Care About Your Pitch?

Jan 13, 2026
Prospects aren’t interested in your generic pitch; they want to feel understood. Casey shares a personal story where a terminology slip cost him a lucrative deal and highlights the importance of deep audience knowledge. He emphasizes that becoming fluent in the specific pains of a niche beats broad labels like 'B2B SaaS'. Genuine connection comes from direct outreach and mastering industry intricacies. Focus on understanding real issues, sell outcomes, and position yourself as the precise solution that clients seek.
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INSIGHT

Know Their Language And Pains

  • Prospects ignore your pitch because you don't know their pains or speak their language.
  • Casey Stanton warns that showing up as an outsider makes you look fake and untrustworthy.
ADVICE

Narrow Your Niche Specifically

  • Stop saying broad niches like “B2B SaaS” and get far more specific about who you serve.
  • Narrowing makes your message interesting and prevents you from sounding weak or generic.
INSIGHT

Pains Are Emotional, Not Technical

  • Real business pains are visceral: embarrassment, failing first-to-market, bad FDD results, or burnout.
  • Address these specific emotional pains rather than bland marketing problems.
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