Matt Lerner

What seems like a simple purchase decision sits within a larger context in the customers’ lives. And as marketers, that context is critical, because the words in their heads will reflect their situation rather than your product. Therefore, the better we understand that context, the more effective our product and marketing teams will be.

Matt Lerner

What’s in your prospects’ heads? If you could stop people in the middle of their day and snapshot-read their minds, what would you find? You would not find a list of product features or marketing platitudes. You would see anxieties, fears, doubts, hopes, dreams and struggles. Therefore the best way to get past the attention filter is to talk about the stuff that is in … [ Read more ]

Matt Lerner

When I hear that founders are looking to “educate the market,” I get nervous. In order to educate somebody, you need to fully capture their attention and get them to suspend their current beliefs and consider, adopt and master a new way of operating. I run an education business, and I must say that is a herculean task.

Matt Lerner

Language/market fit is the most under-appreciated concept for early-stage startups. For starters, most founders are focused on finding product/market fit, zeroing in on the right set of features to match their prospects’ needs. Moreover, fine-tuning language seems like “marketing,” which is usually seen as a later priority, not step zero. Lastly, people also don’t tend to like going out of their comfort zone — and … [ Read more ]

Finding Language/Market Fit: How to Make Customers Feel Like You’ve Read Their Minds

Language/market fit is the most under-appreciated concept for early-stage startups. For starters, most founders are focused on finding product/market fit, zeroing in on the right set of features to match their prospects’ needs. Moreover, fine-tuning language seems like “marketing,” which is usually seen as a later priority, not step zero. Lastly, people also don’t tend to like going out of their comfort zone — and … [ Read more ]