Use customer words in your messaging

You want to reflect them back to them. That is what is going to show them that you understand the problem that they have and that your product has exactly what it is that they need.

If you really don't fit into any other category, then you probably do need to figure out what the category is and package that. And that's going to be done mostly by continuing to talk to customers and listening to how they talk about things. It all comes from what you hear from them ultimately and what will resonate.

All of my best marketing and positioning literally comes from having a million conversations with customers and listening to how they solve problems and how our system helps them solve problems and what they're doing and how they talk about stuff.

When I was doing the support rotation, there were thematic things that kept coming up. People were asking, 'Hey, do you process subscription payments or recurring payments?' And I was like, 'Of course you could, but there's no reason you should know that because we don't tell you anywhere.'