Enhancing Marketing Messaging for Innovative Human Behavior Technology: A Call for Expert Insights
As a marketer who has recently transitioned into a CEO role, I am currently navigating the complexities of refining our marketing strategy for an innovative product idea. I am reaching out to the professional community for guidance on an ongoing challenge I am facing with our messaging approach.
Our product centers on a desire-based value proposition, rooted in core human psychological principles. Unlike need-based solutions that address explicit problems, our offering aims to tap into subconscious drivers—leveraging the way individuals perceive and are perceived by others. This approach aligns with a concept that feels somewhat ahead of its time, making the messaging nuances particularly critical and challenging to communicate effectively.
During our A/B testing efforts, we’ve observed that certain messaging angles either lead to confusion—where users ask, “What is this?”—or result in dismissive responses, such as “I don’t need this.” While the latter might raise red flags from a traditional sales perspective, from a strategic marketing lens, it indicates a fundamental gap in the storytelling framework.
To clarify, our internal explanation of the technology is as follows: It is a sophisticated tool designed to analyze and reveal how individuals are perceived—how they are being judged, judged, and perceived—so they can harness this knowledge to enhance their influence and presence. By utilizing advanced intelligence, our product detects subtle micro-signals present in human behavior—including expressions, tone, psychological cues, word choices, and contextual signals—that unintentionally undermine one’s power and impact in various settings, such as meetings, negotiations, personal relationships, and daily life.
Since the core value proposition is desire-driven and addresses an aspirational outcome, it’s inherently challenging to communicate the necessity of understanding these micro-signals, as most people do not naturally recognize their influence or feel the need to explore it. This disconnect in messaging is the core obstacle I am seeking assistance with.
For instance, a potential framing might be: “Empower yourself with intelligence that uncovers the hidden micro-signals subtly influencing your power, presence, and impact in any situation.” However, this formulation still struggles to resonate strongly and clearly convey the product’s unique value.
I am keen to hear your expert perspectives on how best to craft compelling, desire-based messaging for such an abstract, future-oriented technology. What language, framing, or storytelling techniques might bridge the gap between the product’s innovative nature and user perception, ultimately fostering curiosity and engagement?
Your insights would be immensely valuable as we continue to
