Hi Reader,

Marketers, salespeople, and founders share a common goal: understanding what customers really think. We’re all looking for the key to persuading them to love our brands and products. There’s plenty of neuroscience, psychology, and expert advice from successful entrepreneurs. But sometimes, the most effective approach is the simplest—learning to read between the lines. With practice, we can sharpen this skill and get closer to what really matters to our customers.

If you're going to read anything this week:

Most customer feedback only scratches the surface of the real problems they’re facing. They might complain about small issues, but those are just the tip of the iceberg. To nail your messaging, you need to go deeper and uncover the bigger problems hiding underneath. When you can do that, your product goes from being a nice-to-have to a must-have solution.

The truth is, people don’t always know how to explain their biggest struggles. They’ll talk about the minor frustrations, but often don’t realize what’s really bothering them. That’s where you come in.

Your job is to dig deeper, listen between the lines, and translate their surface-level complaints into deeper pain points that actually drive their decisions. It’s these deeper issues—often emotional in nature—that make or break whether they act, buy, or stay loyal.

And here’s why this matters for your business growth: solving customer problems isn’t just about improving satisfaction—it’s a direct lever for revenue. Studies show that increasing customer retention by just 5% can boost revenue by 25% to 29%. When you nail your customer service and make people feel truly understood, they’re far more likely to stay loyal, make repeat purchases, and refer others. Great retention fuels long-term growth, making every customer interaction an opportunity to drive revenue.

As Rory Sutherland brilliantly puts it, "The problem with logic is that it gets you to the same place as your competitors." Customers often express their needs logically, but their real motivations—what actually drives them—are emotional.

If your solution speaks to their worries and anxieties, you’re not just offering a fix—you’re offering peace of mind. And that’s something people will gladly pay for.

Let’s break it down with a few common customer complaints for consumer brands—and how you can translate them into the deeper problems they’re really facing:

• Customer says: “The shoes are cute, but they’re not very comfortable.”
  ​What they mean: “I’m afraid I wasted my money on something that won’t last or let me down when I need it most. Am I sacrificing style for quality?”
• Customer says: “The delivery took way too long.”
  ​What they mean: “I don’t feel valued as a customer. If you can’t get this right, how can I trust you for bigger purchases? Are you going to disappoint me again?”
• Customer says: “The skincare product didn’t give me the results I expected.”
  ​What they mean: “I’m frustrated because I’m putting effort into self-care, but it feels like nothing’s working. I’m worried I’ll never find a solution to my skin problems.”

The secret to great messaging? Speak to both their logical and emotional needs. It’s not enough to solve a problem—you need to relieve the fear behind it.

When you make someone feel understood, validated, and supported, they’ll see your product as essential. You’re not just offering a tool; you’re offering them control over their future, their success, and their peace of mind.

So next time you hear feedback, don’t stop at the surface. Ask yourself: What’s really going on here? And how can you position your solution as the answer to both their practical and emotional struggles? When you connect with them on both levels, that’s when you’ll see real results.

P.S. Stuck on a business challenge? I’m opening a few free slots this week to offer advice on whatever’s holding you back—whether it’s messaging, marketing strategy, or something else. Let’s solve it together.
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I'll see you next week!

All my best,

Justin Bridges 2x Founder, Startup Marketer, Plant Dad🌱