Read time: ⏰ 2 mins

Wondering how to craft marketing messaging that *actually* resonates with your target buyer?

Here’s the secret, Reader ↓

Meet them where they are today.

Empathize with their pain. Show customers that you understand what they’re going through – that you GET them – by joining the conversation already happening in their heads.

In his bestselling book, Gap Selling: Getting the Customer to “Yes”, Keenan writes:

Your job is to clearly identify the problem your prospects are struggling with and the impact it's having.

And position your product as the bridge that takes them from the pain state they’re in today to the dreamstate they want to be in tomorrow.

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Let’s take a look at a couple of examples to see this in action.

1. Daye's Homepage

Daye nails this concept by immediately signaling to visitors: We’re on your side.

They call out a shared frustration (women’s health symptoms being ignored) and position themselves as the brand that actually listens.

I love their banner copy “AT DAYE OUR PAIN TOLERANCE IS 0.”

Just below the hero section, they reinforce their message with video stories of women talking about how their symptoms were dismissed, with a CTA "Get Answers" that leads to their new period & pelvic pain clinic (smart).

2. Rosy's Landing Page

Putting messaging like this at the top of a page (or the beginning of an email) instantly makes your argument more compelling.

But where do you find messages like these?

I didn’t pull this out of thin air. It came word-for-word from customer surveys and Reddit threads.

In copywriting, this is what we call "agitating the problem" using the "voice of the customer".

Agitation is how you bring customers’ real, lived experiences to light and get them to *feel something* so they keep reading.

There are two ways to approach this:

1. Agitate the problem that brought them here → Highlight examples of how it shows up in their day-to-day life.
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2. Agitate failed solutions → Call out competitors or inferior methods they’ve tried (and why they didn’t work).

Agitation isn't about beating customers over the head with their problem, or blaming them for not solving it yet. It's about empathy.

When you agitate well, your audience will feel that you understand them. And once they do, they'll be more open to seeing your solution as the answer they've been searching for.

THEN, once you've laid the groundwork, show why your solution is the obvious choice 👇

The Takeaway:

If you want messaging that converts, start by listening.

Founders often worry about coming off too salesy. But when you use your customers’ own words and meet them where they are (the problem state), it won't come off as a pitch.

Don’t think of it as selling a product.

What you're really selling is a way out.

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