GTM Series Part 2: Can Customers Understand Your Value?

Last month, we started with a simple question:

Are you solving the right problem?

This month, we're tackling the next question:

Can Customers Understand Your Value?

Founders spend months, sometimes years, building remarkable products. Naturally, they become experts.

The challenge is that customers aren't experts. They're busy. They're distracted.

And they're trying to answer one question:

"How does this make my life better?"

If your marketing answers a different question, you've already lost them.

"Your words ARE your strategy. Your message IS your strategy."
— Erin Braford, Dreamboat

Stop Talking Like You're Pitching Investors

Erin shared something that immediately clicked for me: many startup founders become incredibly good at explaining their company to investors. They know how to discuss:

• market size
• growth projections
• product roadmap
• competitive positioning
• fundraising milestones

Those conversations are essential when you're raising capital. They're much less effective when you're trying to win customers.

Customers aren't asking about your Total Addressable Market.

They're wondering: "Will this solve my problem?"

That shift, from founder-centered language to customer-centered language, is where many companies struggle.

Features Aren't Benefits

This is especially true in technology. As new features roll out, it's tempting to make them the headline.

More integrations. New dashboards. AI-powered automation. Better reporting.

Those things matter. But customers rarely buy features. They buy outcomes.

Instead of explaining how your platform works, explain what changes because it exists.

• Will someone save time?
• Reduce risk?
• Increase revenue?
• Sleep better at night?

That's the story customers remember.

"Rather than describing how the tool works, talk about what it changes for the user."
— Erin Braford

Your Best Copywriter Might Already Be on Payroll

One of my favorite insights from Erin had nothing to do with writing. It had to do with listening.

She encouraged founders to pay closer attention to product demos, onboarding calls, customer success meetings, and support conversations.

That's where your messaging lives. Customers naturally describe:

• why they bought
• what they were frustrated with
• how they explain your product to coworkers
• what success looks like

Those exact words often become your strongest marketing assets.

If you're struggling to explain your value, chances are your customers already have.

Don't Market to Everyone

Cameo Hanlon sees another pattern repeatedly with startups. They try to say too much to too many people.

Her advice? Focus on your niche.

The more specific your audience becomes, the more compelling your message becomes.

Trying to appeal to everyone usually results in messaging that resonates with no one.

She also recommends choosing the three ideas you want your market to remember and repeating them consistently.

Founders often feel the need to constantly introduce new messages.

Customers usually need to hear the same message several times before it sticks.

"Startups have a tendency to try and do everything... you're getting one millimeter of progress while going in a million directions."
— Cameo Hanlon, Best Marketing Co.

Consistency often beats creativity.

A quick note on trends

Trend chasing doesn’t count as consistency.

Think about the recent “Power of Love” daredevil moment. Hundreds of brands recreated the visual with their own message dangling from the Empire State Building. How many do you actually remember?

Attention is not the same as traction. If a trend has nothing to do with your brand, forcing it rarely builds recognition. Relevant, repeatable messaging wins every time.

What This Means for Founders

If your product isn't gaining traction, don't assume the product is the problem. Ask yourself:

• Are we talking about features instead of outcomes?
• Could our ideal customer recognize themselves in our messaging?
• Are we repeating a clear message or constantly changing it?
• Have we actually listened to the language our customers use?

Sometimes the fastest way to improve growth isn't building something new.

It's explaining what you've already built more clearly.

Tangerine Takeaway

One thing I've noticed working with startups is that recruiting and marketing aren't as different as they seem. The same questions apply to both.

• Who are we trying to reach?
• What do they care about?
• Why should they choose us over another option?

Whether you're attracting customers or attracting talent, clarity wins.

As your company grows, your messaging doesn't just shape your brand. It shapes the people who want to work there, the candidates who apply, and the culture you're building.

If you're looking for a messaging strategist, branding expert, or startup marketing partner, I’m always happy to make an introduction to people I know and trust.

And when your growth leads to hiring questions—whether you're making your first GTM hire, building out your team, or navigating the HR side of scaling—I’m here to help. Reply to this email, schedule a conversation, or download our capabilities guide to learn more about Tangerine's Recruiting and HR services.

Next month we'll wrap up the GTM Series by exploring how to measure what matters, choose the right growth partners, and know when it's time to build your internal team.