The Content-Creation Traffic Jam

How Founders Unclog Their Messaging

Author

Nick Purchio
June 18, 2025 • Estimated Reading Time: 4 minutes

You’re a founder.
You love your product.
And if you’re anything like the rest of us... you’ve probably tried to say 10 things at once.

Because how could you not? Your product is:

  • effective

  • safe

  • clean

  • easy

  • well-designed

  • different

  • founder-led

  • beautiful

  • sustainable

  • [insert 17 more good things here]

And every time you try to narrow it down, your brain goes:
“But wait! This one’s important too!”

So you keep adding.
You keep explaining.
You keep tweaking the homepage and the Amazon bullets and the social bio…
...and somehow the message still feels clogged.

If you’ve ever been stuck in this spiral, here’s the shift that finally broke it open.

🧠 The Real Problem Isn’t That You Don’t Know What to Say

It’s that you’re not sure what should come first.

And that means your primary and secondary selling points aren’t actually sorted.

🔓 What This Shift Looked Like

A group of founders (myself included) got together recently to talk through this.

The best thing someone said was:

“You’re trying to go from 10 things to 1. That’s impossible.
You need to go from 10 to 2… then 2 to 1.”

This was the unlock.

You don’t start by picking your #1 selling point.
You start by dividing your list of 10 into:

✅ Primary – What gets the click
✅ Secondary – What justifies the purchase

📊 The Framework

Primary gets attention.
Secondary builds belief.

Here’s the difference:

Selling Point Layer

Primary

Secondary

The first thing you say

✅

❌

Hooks attention

✅

❌

Solves the customer’s pain

✅

❌

Belongs in your hero line, ads, title

✅

❌

Builds trust

❌

✅

Supports their decision

❌

✅

Belongs in bullets, FAQ, UGC, packaging back

❌

✅

Gets the click

✅

❌

Gets the rebuy

❌

✅

🎯 The Messaging Filter

Here’s where to lead with primary vs. layer in secondary:

Asset / Channel

Lead with Primary?

Layer in Secondary?

Homepage Hero

✅ Yes

❌ No

Paid Ads

✅ Yes

✅ Yes

Amazon Title & Bullets

✅ Yes

✅ Yes

Packaging Front

✅ Yes

✅ Yes

Packaging Back

❌ No

✅ Yes

Product Video

✅ Yes

✅ Yes

Social Bio

✅ Yes

❌ No

FAQ / About Page

❌ No

✅ Yes

UGC & Reviews

❌ No

✅ Yes

👤 Who Is Your Best Customer?

Another lightbulb moment:

“You should be building your messaging for your best customer—not for everyone.”

So who qualifies?

Your best customer is the overlap of:

  • 🧨 Problem Intensity → They feel the problem every day

  • ✅ Product Satisfaction → They got relief and said so

  • 💸 Lifetime Value → They left a review, rebought, or told a friend

That person doesn’t just need your product.
They get it. They use it. They talk about it.

That’s the person your primary selling point should speak to first.
Everyone else can follow.

🧠 Key Takeaways (So You Can Steal This Framework)

  • Start by dividing 10 into 2 (Primary vs. Secondary)

  • Primary = solves pain fast. Secondary = builds belief over time

  • Lead with primary. Sprinkle in secondary. Never the other way around

  • Messaging should serve your best customers, not average ones

  • The order matters more than the words

🛠️ Want to Do This for Your Brand?

I turned this whole conversation into a free interactive workbook you can fill out in 30 minutes or less.

✅ Define your primary & secondary selling points
✅ Map where to use each (ads, Amazon, packaging, website, and more)
✅ Works for any founder or early-stage team with a messaging traffic jam

Ready to unclog your messaging?
Go from 10 to 2.
Then 2 to 1.
Then scale with clarity.

Cheers,

Nick & Mozzarella

Founders of DozzlePets