Honestly, most crypto marketers kinda suck at explaining products. If you think about it, it makes sense: 1. People coming from Web2 have the frameworks and execution chops, but don’t really get crypto products. 2. People who started in Web3 know the products and community side, but lack the fundamentals of marketing itself. So how can both sides get better at explaining products? I came up with a simple framework. Nothing fancy. But if you’re curious, 👇...

Earlier this year, I ran a workshop with a bunch of crypto marketers. My biggest takeaway was that it's better to forget the company-approved one-liner. People understood way faster when we focused on how we’re different from existing competitors, so focus on that. Instead of vague buzzwords like intuitive, easiest, or seamless, the real win is explaining your unique strength plainly and directly. Here’s the simple 3-part approach I use: 1. A common term that’s widely used in your sector 2. A literal feature only you have 3. How you deliver that feature differently For Elfa, the official line is: “social listening tool for traders and all”. But the line that actually lands is: "Elfa is the most human-readable market intelligence platform, powered by insights pulled directly from social data." Because it’s true, Elfa gives insights that anyone can understand without deep reasoning, regardless of skill level. The depth of insight just scales with the user’s knowledge. Now, try making your own one-liner using this method, if you think it makes sense!