Instant Crush analysed 340+ public conversations from SME founders across Reddit, Indie Hackers, and public founder discussions. We clustered the triggers by buying context, not by keyword frequency.

The top 3 category entry points for marketing tools were not what we expected.
#1 was not "I need better marketing." It was "I just lost a deal to a competitor with a worse product."
#2 was "My referral pipeline dried up."
#3 was "I hired someone for marketing and they have no idea what to do."

This changes how we talk about Instant Crush entirely. We've been positioning around 'better marketing thinking' — but our audience doesn't wake up wanting better marketing. They wake up having lost a deal, or watching referrals slow down, or realising their new hire is guessing. We need to enter the conversation where they already are, not where we wish they were. Starting today, we're rewriting our homepage hero copy and our LinkedIn hooks to lead with these triggers instead of our features.

Rewrite the website hero copy around competitive pain. Test 3 new LinkedIn hooks based on each entry point this week.