How do you approach messaging for things that might not excite the customer?

Honesty is the best policy, as they say. Be direct, don't get creative, and don't sugarcoat the message. The key is to show empathy for the customer's perspective.

• Explain clearly why an update is being made and be clear about the trade-offs involved.

• Communicate the change early and often across multiple channels.

• Always provide an opportunity for customers to provide feedback and feel heard.

• Be human and avoid marketing jargon.

First, is there product market fit? Does the product solve a big enough pain point customers are willing to pay for it? If not sure, it's time to talk to some potential customers and find out. Second, assuming there is PMF, look at how competitors are messaging. You don't want to be like them. But, it might give you ideas. It is about understanding what product features and benefits excite customers. Third, test out different messaging. A low cost test might be running some social or search ads and seeing if there is any clickthrough. Assume you want to get 100% correct the first time.