I'm under-doing by design, but forgot to say so

Hi all. This is my first post on IH ✌️

Yesterday, I released a new homepage for my product, Bucket. Then, this morning, I re-read the copy and realized that what I'm saying on there is different from what I'm saying IRL, when describing Bucket. Ugh!

The Bucket product is massively under-doing the competition in the product analytics category, but yet I ended up with copy like: "Feature engagement out of the box". While not false, what does this copy really mean? It sounds like something that could be on any incumbent product analytics company website. It's fluffy and generic. I don't want to sound like that. I want to be simple and to the point.

So, why did I write that copy?

I probably wanted to be relevant for more customers. By making the copy more generic, you can fool yourself into thinking that more customers - big and small - will find the copy relevant to them. But that's all wrong. When starting out, it's all about finding a few like-minded early customers, who believe in the same things as you do. Being small and opinionated is the strength, and it should be amplified - not played down.

This morning I re-wrote the copy. Here's a tweet with the copy before (left) and after (right). I like the updated version much better. It's more explicit and it's even highlighting the features that aren't there. It's under-doing!

Going forward, I'll remind myself to write copy that is true to my product vision and what I'm building. I thought I'd share if anyone has fallen into the same trap!