I’ve been struggling with CrushErrors.com messaging for years. A VC asked me for a 2 minute pitch. I only wanted to demo my amazing software. It does so much. It’s revolutionary. I couldn’t reduce it to a pitch. That didn’t go over too well with the VC.
I believed that the domain name, CrushErrors.com, was already broad and explanatory. While true, it's too hard to visualize. And what, specifically, does crushing errors really mean? I also tried to say that my software replaced the very old-fashioned “stare and compare.” While true, it doesn’t convey the full nature of the software either. It's visual, so I tried it anyway. I had many other ideas along the path, but nothing was perfect.
Meanwhile, I continuously had to add new functionality to the software. Why? Because it is shockingly hard to find needles in haystacks. And all of the new power forced me to add more artificial intelligence to reduce the complexity of implementing the new power.
Then I tried more messaging ideas. I tried to get specific. I explained how the software can be used. It reconciles. It finds fraud. It finds ghost accounts. It finds every kind of human error in data. While all true, it's too much detail. There is no emotional reaction. No visual.
I recently explained the software to an industry professional. For some subconscious reason, this time I blurted out “WE FIND NEEDLES IN HAYSTACKS.”
It felt perfect.
Why do I like it? It’s easy to visualize. It conveys the challenge of finding needles. It has proven itself as both powerful and memorable, as it has been an expression since 1532.
Bottom line is that “WE FIND NEEDLES IN HAYSTACKS" is my new message.
*The asterisk.
As I'm a stickler for precision, I feel compelled to reveal that I should asterisk the “WE FIND NEEDLES ...” message. In most cases, we actually scan TWO haystacks. We compare them using many AI algorithms. The difference reveals the needles.
**A second asterisk.
Sometimes it is not perfectly clear that hay is really hay. Sometimes hay is absolutely, definitively hay. Sometimes it is not 100% certain, so that is flagged. Users evaluate flagged items and apply human insight to confirm the AI.
Who is the "WE" in “WE FIND ...” ?
The WE could be (A) me and my experts, (B) the users, or (C) some combination. We could teach users how to find their own needles or it can be full outsourced.
Next Steps
Visit CrushErrors.com to schedule a demo. Give us the opportunity to prove ourselves with some of your sample data.
Security
All data and calculations remain local. Nothing is transferred over the Internet.
Enjoy
Although CrushErrors is not as fun as watching the following video, please watch it to see how it may have the best messaging of all. Even though a user told me that my software is a little bit like playing a video game, it doesn't come close (https://goo.gl/QVWBCe):
Thanks for reading, Doug
I believed that the domain name, CrushErrors.com, was already broad and explanatory. While true, it's too hard to visualize. And what, specifically, does crushing errors really mean? I also tried to say that my software replaced the very old-fashioned “stare and compare.” While true, it doesn’t convey the full nature of the software either. It's visual, so I tried it anyway. I had many other ideas along the path, but nothing was perfect.
Meanwhile, I continuously had to add new functionality to the software. Why? Because it is shockingly hard to find needles in haystacks. And all of the new power forced me to add more artificial intelligence to reduce the complexity of implementing the new power.
Then I tried more messaging ideas. I tried to get specific. I explained how the software can be used. It reconciles. It finds fraud. It finds ghost accounts. It finds every kind of human error in data. While all true, it's too much detail. There is no emotional reaction. No visual.
I recently explained the software to an industry professional. For some subconscious reason, this time I blurted out “WE FIND NEEDLES IN HAYSTACKS.”
It felt perfect.
Why do I like it? It’s easy to visualize. It conveys the challenge of finding needles. It has proven itself as both powerful and memorable, as it has been an expression since 1532.
Bottom line is that “WE FIND NEEDLES IN HAYSTACKS" is my new message.
*The asterisk.
As I'm a stickler for precision, I feel compelled to reveal that I should asterisk the “WE FIND NEEDLES ...” message. In most cases, we actually scan TWO haystacks. We compare them using many AI algorithms. The difference reveals the needles.
**A second asterisk.
Sometimes it is not perfectly clear that hay is really hay. Sometimes hay is absolutely, definitively hay. Sometimes it is not 100% certain, so that is flagged. Users evaluate flagged items and apply human insight to confirm the AI.
Who is the "WE" in “WE FIND ...” ?
The WE could be (A) me and my experts, (B) the users, or (C) some combination. We could teach users how to find their own needles or it can be full outsourced.
Next Steps
Visit CrushErrors.com to schedule a demo. Give us the opportunity to prove ourselves with some of your sample data.
Security
All data and calculations remain local. Nothing is transferred over the Internet.
Enjoy
Although CrushErrors is not as fun as watching the following video, please watch it to see how it may have the best messaging of all. Even though a user told me that my software is a little bit like playing a video game, it doesn't come close (https://goo.gl/QVWBCe):
Thanks for reading, Doug
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