TFT: Personalize the Problem or Get Ignored
Evangelize the leak, orchestrate your channels, and earn trust…no spam required.
Your buyer does not need another pitch. They need a guide who can name their leak, show the new way, and make it easy to say yes. In 2025, the teams winning are not louder, they’re clearer:
Deep personalization (of the problem, not the person)
Multi-channel orchestration (one story, many formats)
A trust-first posture (ethics and data respect baked in)
What that means for you and your business today? That’s what we’re are going to look at today.
Personalize context, not just {first_name}. Use discovery to diagnose system leaks and lead with a 1-line POV.
Orchestrate channels around one story. Email, LinkedIn, Loom, and Notes echo the same problem narrative.
Operationalize trust. Consent-first lists, plain-language privacy, and human tone.
The good news for lean small businesses and technical founders… you don’t need headcount, you need a lightweight system that adds force to your flywheel and removes friction from your pipeline.
A small ask first. Do you know someone struggling with personalizing their sales? Share this article with them so we can all win together.
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Flywheel-Powered Discovery
We’ve covered the Flywheel system in the past. Why it matters here is personalization that moves deals isn’t “Hi {first_name}.” In your outreach. You want to show you understand the system they run and where it’s leaking momentum. Use your Flywheel system you can focus on the right questions to ask to create discovery (pipeline mechanics):
What happens when a lead fills out your form?
Who owns follow-up?
How do you know when a deal is “hot”?
What do you wish was more automated?
For your team consider coaching / enablement questions to ensure their success.
What sales tasks take the most time?
Where are deals falling through the cracks?
How would your ideal system work?
A lightweight workflow idea.
Capture answers (first call or 3-question pre-call form). Store as CRM fields.
Label friction (tags: “No owner,” “Hot undefined,” “Manual follow-up,” “Leak at handoff”).
Write a 1-line POV (your personalized thesis):
“You’re losing speed between form submit and first reply because nobody ‘owns’ T+24h follow-up.”
Personalize the first 30–50 words of email/LI with that POV. Keep the rest modular.
Drop one proof (2-min Loom, mini-case, or metric) that addresses that friction.
Each answered question removes friction. Less drag = more momentum on the next pass. Thus your flywheel starts spinning faster!
Evangelize the Problem as a Story
Don’t just appear on more channels. Create a message that carries the same problem narrative everywhere so buyers feel you are the guide through the pain they already have. No matter where customers experience your message you want to ensure they understand the problem you are solving.
Build a reusable “Problem POV”
Start with a clear problem statement
Reflect this is your marketing material
Create content focused on finding people with this problem
Start intake calls with confirmation of the problem
If your potential customer does not agree with the problem statement the lead is cold.
Provide a service as a part of your sells process
Create a one-pager with key questions
Provide a sample of your solution.
Automate follow-up.
Use Reminders or AI tools to ensure leads stay warm.
Sample One-week r (no spam, one story)
Day 1 – Email: Personalized opener + POV + offer a 2-min Loom.
Day 2 – LinkedIn: Post the Problem POV + mini-metric; ask, “Where’s your biggest leak?”
Day 3 – Loom: Send the tailored clip; caption: “Define hot in 3 signals + route to owner in T+1h.”
Day 5 – Substack Note: 150 words on the cost of undefined ownership; link a 3-step checklist.
Day 7 – Community touch: Answer a thread with your checklist (no pitch), link to the Note.
Same story, different formats.
Consistency builds memory and trust.
Problem-evangelism adds force, while your discovery answers remove friction. This builds trust and again removes friction from the flywheel. Consider one of the following this week.
“Want the 3-signal hot definition we use? I’ll send it.”
“Prefer a 2-min Loom on assignment rules that recover ‘quiet’ leads?”
“If you want a checklist instead of a call, I’ll DM the PDF.”
Operationalize Trust, Ethics & Data Respect
Trust is the modern differentiator…especially for small brands. You have the ability to really connect on a human level, even in an AI world. You do not have the layers of management that get in the way of innovation and understanding your customers on a human level. Your message is clear and repeatable. That is how you will continue to win. The key is making trust visible in your pipeline:
Consent-first list growth
Referrals
Gated value adds
Waitlists
Plain-language privacy in your footer + one-click unsubscribe.
Human tone: “If this isn’t relevant, tell me and I’ll stop.”
AI transparency (internal): AI drafts research and first passes; humans approve before sending.
Trust cuts objections, shortens cycles, improves retention, and increases referrals, which is the compounding edge.
Trust reduces friction and increases flywheel momentum.
Quick Audit Checklist (score 0–2 each)
Personalization
We personalize around their system leaks, not just their name.
We store answers to the 7 questions as CRM fields and use them in follow-ups.
We can state a 1-line POV for each active account.
Orchestrated Channels
Email, LI, Loom, and Notes all tell the same problem story.
We have a 2-min Loom per ICP that demonstrates the new way.
We track “first positive reply by channel.”
Ownership & Speed
“Hot” is defined (2 of 3 signals).
Someone owns T+24h follow-up; SLA is visible.
We can ship a tailored Loom in under 24 hours.
Add up your score.
Score guide: 15–18 = humming flywheel; 9–14 = tighten one lane; ≤8 = start with “hot” definition + owner.
Action Step (do this this week)
Try one hyper-personalization on your next 10 emails.
Pull 10 leads with the same trigger
New funding, hiring RevOps, launched integration
Write 10 custom openers (30–50 words) referencing the trigger + your 1-line POV.
Keep the body modular (same CTA).
Send, then log reply rate, meeting rate, and “nice no’s.”
Keep the best opener structure; iterate for the next 10.
Optional AI assist (internal prompt):
“Summarize {Company} in 3 bullets (what they do, recent trigger, likely pipeline leak re: {problem we solve}). Draft a 40-word opener that names the leak and proposes a 2-min Loom. Human, respectful, no hype.”
Additional Readings
Personalization in the wild (measurable lift): Saks Global’s AI homepage
Ethics & consent are hot (and visible): Data brokers under fire
Multi-channel + AI enablement: Outreach adds agentic AI & cross-channel personalization
Are you looking to improve your sales process or hire your first sales professional?
Are you a technical expert ready to transition into sales and need guidance?
If so, we’re here to help! Reach out to us with your specific challenges, and we’ll schedule a time to discuss how we can develop a customized plan to meet your goals.
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