How do you market something for a problem people have not named yet?
Watching the thread here about marketing a category defining product made me think about my own situation. Nobody searches for an AI executive chief of staff. They search for a project management tool or a CRM, or they search for nothing at all, because they have normalized carrying everything in their head and do not think of it as a problem with a name.
The angle that has worked best for me so far is not describing FounderFlow's features first. It is asking founders to describe the exact moment something got dropped, an invoice, a follow-up, a client message, and letting them realize on their own that the problem already has a name, they just never called it that.
FounderFlow is your AI Executive Chief of Staff. It watches your business, identifies what matters, protects your revenue, and tells you exactly what to do next. Right now we are onboarding the first 30 founding members personally instead of running a generic public launch.
For founders selling something people do not know they need yet, has naming the pain worked better for you than naming the product?
Comments (2)
Great question, Stacy. Naming the pain has always worked better for me than naming the product. When I talk about SaaS Hive, nobody searches for "launch and discovery platform." But they do search for "why is nobody finding my product" or "how do I get more visibility for my SaaS." Starting with the moment they feel the problem is what gets the conversation going.
Olga, that SaaS Hive example is a perfect parallel. Nobody searches for the category name, they search for the moment the pain shows up. I am starting to think the real copy test is simple: does this sentence still make sense if I delete the product name from it. If yes, I am probably describing the pain correctly. If it falls apart without the name, I am still selling a feature. Thank you for putting language to something I was circling around.
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