How To Explain Your Product to Hook Your Ideal Customer - Mitch Solway

Your GTM message has an incredibly difficult task: to speak to the people who will love your product and take them from a place of disinterest and zero context to a place of understanding and excitement.

When done well, it’s pure magic.

I think that every GTM and ops professional should be familiar with how to do this, and so I asked my old boss, Mitch Solway, to join me for a masterclass in messaging.

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About Today's Guest

Mitch Solway is a 5x VP of Marketing who has led teams at Lavalife, Freshbooks, Vidyard, and Clearfit, among others. Today he works as a Fractional CMO for startups.

https://www.linkedin.com/in/mitchsolway/

Key Topics

• [00:00] - Introduction
• [01:28] - How Mitch defines the hierarchy of messaging. He starts at the end, considering the outcome he’s trying to achieve. Then you can reverse engineer what you need to get to that point, starting with positioning, then copy, then messaging.
• [02:55] - The end result for Mitch is two stories: one broad, one narrow. The narrow story is targeted at your “Can’t Miss Customer.” This is your ideal customer. You need to understand everything about this person. Mitch calls this “Is this you?” marketing. You tell the prospect a story, and if you know them really well, your Can’t-Miss Customer will identify themselves in your message. Focusing on the person and their world vs. on your product.
• [04:55] - We don’t tell our customer’s story enough. We need to realize we are only 5% of the customer’s world - important to understand the other 95%. Interview your best customers, then translate those stories back to other prospects.
• [07:33] - The broad story. This is when you’re introducing something new to the market. You need to educate people to create a vision of an “inevitable future.” Getting the market to see the world the way you see it. Example of doing this with Vidyard using influencers to educate the market with a very low budget.
• [13:26] - Creating the “narrow story” for Vidyard. The litmus test for the narrow story is, can you get the person from no context to being excited in three questions. Mitch calls this the “context rollercoaster.” Examples of how this works in practices. If you can do this, you’ve found the “nerve center” that you need to touch on.
• [18:17] - Your product isn’t that important to the customer, most likely. Even if they use it, it’s just a fraction of their world. You need to show them that you understand their pain to spark interest. Example of why this is important in outbound. Example of how Mitch tweaked the messaging at Clearfit to better align with customer truths and how that message was conveyed in radio ads.
• [21:52] - Example of competing with ZipRecruiter on the radio. They had raised funds and were outspending 20:1. Mitch tweaked the messaging to turn the competitor’s strength into a weakness.
• [23:57] - Process for creating a messaging framework from scratch. Start with internal interviews with key stakeholders. 90% of that process is about internal alignment. For positioning, he uses April Dunford’s framework and conducts a workshop with key stakeholders. Prior to that workshop he interviews existing customers that the company wants to get more of. Example of doing this with Ourboro,
• [29:56] - Example of how customer insights also infuse the tone, language, visuals, and emotion of communication.
• [31:36] - Collecting customer insights is a deep process of understanding psychology and emotions. You need a special type of brain to conduct that research - not everyone can do it. It’s a superpower. But those who are expert in it can help the rest of the company receive those insights. Example of how we brought in a customer each month at Clearfit and the impact this had on the company.
• [33:59] - Discussion of interest vs. impact as work motivation. How to cultivate an impact orientation.

Resource Links

• Think Mitch Think - Fractional CMO for Startups - Mitch’s fractional CMO consultancy.
• Obviously Awesome, by April Dunford - Guide to positioning that Mitch uses with customers.

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