Sasha Barrie@Kapuster
The Bootcamp Diaries #3
You're talking out of your a$$ half the time.
Because you're not talking to your customers enough.
It's a product problem in the making.
It's a comms problem already.
It's Week 3 of @HypeBootcamp. We are delivering and discussing Comms Playbooks with participants this week, and this is what came out of that.
Founders are too focused on shipping and can't make the time for proper customer interviews.
You don't know why anyone would really want your thing. Not your idea about it, but the reality of customers' lives.
You might send your customer a feedback form on occasion, and while you think you're getting the data, nothing can compare to the depth that you get from an actual, well-structured interview.
Product aside, there are several opportunities that you are missing comms wise:
1. You need to hear the pain.
Not in an abstract way, but in a real way - does the problem you're solving actually cause people significant pain? Are you picking up a real emotion there?
The moment you find that pain - your messaging will click right in place.
2. Build relationships. Before you sell. Before you build even.
It's important for B2C, but even more so for B2B. When you initiate a conversation from the position of researching the problem instead of selling something - people are much more willing to have a conversation. You get to build relationships with your future clients before you even have a product.
3. Content.
Every conversation will give you not only ideas for content but actual quotes that you can ground your messaging in. You can include them in your fundraising deck. You can use them in your content.
User conversations should be part of your routine as a founder - both for product and for comms. Schedule them into your life - at least two per month. Doesn't have to be long. 20-30 min is plenty.
It will change how you build and how you talk about your product.
You will finally not be talking out of your a$$.
And trust me, you will feel better too.
