Focus on the Problem, Not the Category

This is a great example of how to do messaging in a new product category. Focus on what the customer cares about: The problem you solve and the outcome you deliver. Most marketers and founders default to focusing on their new category. Naming the new thing that buyers don't understand or use in their vocabulary. They're "trying to make fetch happen". Instead, Profound focuses on the use case: “Get your brand mentioned by [insert AI here].” I have no idea what product category they fall into — but I don't think that matters. I still know exactly what it will do for me.