Dear Chloe & Charlotte,

We run an ed-tech platform, but people don’t really understand what we do. We've rewritten our messaging and iterated on our sales deck multiple times to make it clearer and more concise, but people just don’t get it. We have multiple stakeholders within an organisation—from HR to finance to the individuals using our platform—so it’s challenging to create messaging that fits everyone.

How do we get people to understand what we do?

Thanks!
Sarah

Hi Sarah,

Your product might be fantastic, but if people don’t understand it, they won’t buy it. The issue likely stems from jargon, unclear messaging, or assuming your audience knows more than they do. Here’s how to fix it:

1. Test the “Mum Rule” – Can you explain what you do in one simple sentence to someone outside your industry? If not, simplify.

2. Focus on the Problem First – Instead of leading with features, start with the pain point you solve.

3. Use Customer Language – Pay attention to how customers describe their problems and mirror that in your messaging.

Additionally, don’t be afraid to tailor messaging for different audiences. Most successful tech platforms do this—whether it’s separate pages for different solutions or sections dedicated to enterprise clients. People are used to finding the information they need in a way that resonates with them.

We hope this helps!

All the best,
Chloe & Charlotte

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