Don’t be cute

A follow-up post to Your baby is ugly

As a startup, your natural tendency will be to complicate what you are selling. Through copy on your website, emails, paid ads, everywhere. I’ve fallen into this trap many times. Your head is in the right place, you want to build a brand and establish a key differentiator in a saturated market, but your expectations are off. The problem is that no one will give you the time of day to explain yourself. So, especially at the top of your customer journey, you need to keep it short and direct. Once your customers join your email lists or show other signs of wanting to learn more, then you can open up the storytelling gates.

The depth of your storytelling should complement the marketing funnel. At the top of the funnel, you talk to the masses, so keep the message broad and to the point. At the bottom of the funnel, you are talking to a small segment of qualified customers, that’s where you can get specific because you have earned their attention. Another way of thinking is at the top of the funnel no one has an attention span. How can you communicate as quickly as possible how your products will make your customers’ lives better?

The depth of content pyramid