🔆 "It's very easy to use…"

Yesterday evening, I caught up with an ex-Unit4 colleague who had recently started working for a German software vendor in the accounting space. 


“It’s a great company, Ton!” she said.

“What makes it so great?” I asked.

“Nice people to work with and a pretty good product,” she replied.

“Why do you think it’s pretty good?” I continued.

“Customers tell me it saves them lots of time,” she answered.

“But many software can make that claim…,” I replied.

“What’s unique about it?”

Then it got quiet. 

“Well…,” she continued, “they tell me it’s very easy to use.” 


Let’s pause here. 


Obviously, everything she said is factually correct.

But that’s not enough. 


Virtually every software product will save you time.

And virtually every product is easy to use – when you’ve learned to use it.


It doesn’t matter how loud you scream, “But we’re REALLY user-friendly.”

No one will care.


They will care if you explain what this means.

And for that, you have to be specific.


  • 50% faster Month-end close without working overtime
  • Cut days sales outstanding by weeks without having to call anyone.


Unique value creates a deep desire – because they know it’s rare.

It sits at the intersection of two valuable ingredients that, when combined, make people realize they’d be stupid not to choose you.


Figure that out.

Super fun exercise.

Massively valuable.


Question for you to reflect upon:

What makes people realize they’d be stupid not to choose you?


Be Remarkable


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About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.