The best companies all deliver a fast payoff and ROI to their customers and users. It's up to you to decide the most compelling payoff message you can prove and then consistently and creatively share it with your market. One way to zero in on your payoff is to consider the different buyers you could target and their motivations. Pick a functional pain point you solve; an economic one; and an administrative one. Work with your product and CX team to calculate the payoff to customers and then choose your best payoff message to focus on.
