Stop talking about your product—start solving problems

I’ve crafted more marketing strategies than I can count and revised a ton of product and sales copy. Sometimes, it’s been as an investor with Emilia Capital, sometimes as an advisor and sometimes as a founder, like with Progress Planner. Through it all, there’s one common, persistent mistake I see: people tend to get wrapped up in their product. They’re caught up in what they offer, why it’s so incredible and why people should be thrilled to buy it. But often, this approach does more harm than good. In this blog post, I’ll explain why writing too product-focused copy will not help sell your product.

It’s only natural to want to share every brilliant detail of your product—you worked hard to make it and it’s something to be proud of. But the hard truth? Customers often don’t care about the product details. When I was at Yoast, we launched features like the redirect manager, which we found thrilling. Surely, everyone would be just as excited! But what customers wanted wasn’t necessarily a redirect manager—they wanted more traffic, fewer broken links and higher search rankings. They cared about results, not the technical tools to get there.

Instead of focusing on features, talk about the problems your product solves. Problem-first marketing is a way of talking about your product by focusing on the problems or needs of your customers. Unlike product-focused marketing, which explains the product’s features, problem-first marketing starts with understanding customers’ common issues and showing how the product can help solve these issues.

Here’s why this shift is powerful:

1. People search for solutions, not products

Think about it—when was the last time you Googled “best redirect manager”? Probably never. But you have looked up “how to increase website traffic” or “fix broken links on my site.” When you frame your product as the answer to these kinds of problems, you align with what people are actually looking for.

2. A customer-centric approach builds trust

Problem-first marketing shows that you understand your audience and genuinely care about their struggles. You’re not just pushing a product; you’re offering them a relevant and beneficial solution. That trust will lead to more satisfied customers and more return visitors.

3. It leads to better product development

When you view your product through the lens of your customer’s problems, you gain a clearer understanding of their needs. This insight allows you to adapt and improve your product in ways that truly serve your users.

Sometimes, people aren’t aware of the core problem they’re facing. Maybe they know they need more sales but haven’t connected the dots to issues like broken website links or poor SEO. In these cases, it’s helpful to start by addressing symptoms. Talk about the pain points they’re
familiar with: maybe it’s a lack of traffic, decreasing conversion rates, or customer drop-off.

An excellent example of a problem that people are often unaware of is inflamed gums or gingivitis. Just talking about it in those words doesn’t resonate with people. However, talking about bleeding while brushing your teeth could well make people aware that they might have inflamed gums and need treatment. By speaking the language of your audience, you guide them to the solution you offer in a way that resonates.

In today’s crowded marketplace, putting problems before products is more than a marketing technique—it’s a way to connect with customers. When you shift your focus from what you’re selling to what your customer genuinely needs, you can communicate with them in a way that builds trust. By helping customers solve real problems, your product becomes an essential part of their solution, naturally leading to increased satisfaction, loyalty and growth.

So, next time you write copy, ask yourself: are you talking about the product or addressing the customer’s needs? And don’t feel bad if you make the product-focused copy mistake again. I’m still making that mistake. Be aware that every product owner makes those mistakes. Just make sure to correct them as soon as you notice them!

Aim to meet people where they are, speak to the challenges they’re facing and show them how you’re here to help solve them. That’s where true value—and effective marketing—begins!

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