You know the problem that users are coming to in hopes of solving (I want to be healthier, I am sick of resetting my password, I have acne, etc), but that is the tip of the iceberg. Diving into the internal desires or concerns a user has surrounding solutions to their problem is core to developing your brand.
For example, in the instance of being healthier, a user might look for a fitness program online. What they are thinking while looking for it is "I want to be healthier, but I don't want to be known as a douchey gym rat. The intensity of most fitness programs makes me feel anxious."
Boom. Now you know that you can position this brand to be something more approachable and less "shredded" if you catch my drift.
What are some other things users might think of when considering a solution to a problem?
Password Management Software: It is daunting to put so much trusted information with one company, it needs to be legit. This let's you know that your brand has to err on the side of professional/trustworthy when marketing the product. You have to, at the very least, appear secure.
Skincare Programs: I'm concerned about the chemicals used on my body, the more natural this is, the more I'd be comfortable using it. This could be accomplished through visuals and language detailing the natural ingredients of a skincare product.
Investment Apps: I'm not even sure where to begin in creating a portfolio, it would be great to be educated from someone approachable. Through voice and tone and branded imagery, some awesome videos giving a walkthrough of how to use the product could be used in a campaign to get more users.
It's not just about the product, but about the user's feelings surrounding the decision to purchase it.
Giving startups confidence is my mission. While this is related to design because that's the medium I've experienced these phrases through, it's applicable in other areas like pitching and sales.With that in mind, here are two phrases that make your startup sound desperate.
I just need...
This is a red flag as it implies that you are unaware of the gravitas needed for whatever you're asking for, or that you are aware and are trying to belittle the investment needed from whoever you're asking.
What to say instead:
I need to (task goes here), how can make it happen?
Damn, look at you and your confidence. This phrase is what would come from someone who is ready to partner up. They know what their goal is and they aren't trying to make it seem insignificant. Because if it was insignificant, they wouldn't care.
It's a simple site/logo/brochure/investment/whatever...
If it was simple you'd do it yourself. Don't bullshit. The truth is that simplicity is the greatest form of sophistication. Making something simple is hard and the fact that you're asking for help shows it.
What to say instead:
I need to (task goes here), how can we make it happen?
Notice a pattern forming here?
Look, the point is that asking for stuff is hard and it takes courage. But trying to belittle what you're asking for makes the results you want to achieve seem far fetched and not worth the effort.
Ask for things with confidence and be ready to accept answers you don't like. It will get you to the good ones.
My roommate made some shrimp last night and offered me some. After my first bite I could tell this wasn't gonna be something that made my stomach feel good, so I scrapped the rest. Waking up this morning, it was even clearer that something wasn't right. I didn't feel like eating anything else, as if my body was illuminating a "no vacancy" sign over my stomach.
So, I listened. My body was feeling sick and needed to (putting it euphorically) expel or fix everything that was making it feel bad. If I'd tried cramming more food in my belly to ease the gurgles, it wouldn't have ended well and I'd have a bigger mess to clean up.
It leads to the question, are you treating your product the same way?
Are you forcing more features to make up for those that are making your product sick?
Are you trying to gain more users when the ones you have aren't close to satisfied?
Are you trying to expand your brand without first solidifying it?
Take time and make your product healthy before you starting filling it with more.