Your market is talking in three voices.

The first is the one they use with you.

Through surveys, interviews, and focus groups. It’s polite, it’s practiced, and it’s usually safe. They tell you enough to answer your questions but rarely enough to reveal what really matters.

The second voice is what they use with others.

The voice of social proof, reputation, and results. It’s what they share on their terms, and with their own filters firmly in place.

The third voice is where the truth hides.

This is what they tell themselves when no one’s listening. It’s vulnerable, unpolished, and painfully honest. It’s the voice that wonders if they’re making the right choice or confesses, “I need this because I don’t want to fall behind.”

Most marketing fails because it never speaks to that voice.

But that’s where message market fit is.

And once you find it, everything changes.

Your message gets flagged, highlighted, and pushed to the top of their mental inbox.

Your market stops seeing features and starts seeing futures.