How U.S. founders use punchlines and metaphors to sell complex products in seconds - and how you can too.
Confused buyer? Say it simpler. Then punch it harder.
If you’ve ever said this in a pitch:
“It’s a bit hard to explain, but…”
You’re already losing.
Because here’s the thing:
If it’s hard to explain, it’s hard to buy.
And in the U.S., confused buyers don’t ask questions.
They just don’t call back.
But here’s the cheat code U.S. founders use all the time — and most European founders completely miss:
We sell with metaphors and punchlines.
Why?
Because they shortcut understanding.
They cut through the noise.
And they give your product shape in the buyer’s mind — fast.
What does that sound like?
Instead of:
“We’re an AI-powered data pipeline automation layer for BI teams.”
We say:
“We’re like Zapier for analysts — but with the precision of Snowflake.”
Or:
“We’re the Swiss army knife for messy spreadsheets.”
Boom. Now I get it.
Now I can picture it.
Now I can explain it to my team.
And if I can explain it?
I can buy it.
How to craft your metaphor
Start with what your buyer already knows
Use cultural references, big-name tools, daily annoyances.Anchor to the transformation you deliver
Make me feel the before and after instantly.Keep it under 10 words
If your metaphor needs a slide, it’s not a metaphor. It’s a TED Talk.
Steal these:
“We’re Google Translate for compliance docs.”
“It’s like Notion had a baby with Jira — but for sales.”
“We’re a GPS for startup ops teams.”
“Slack is where you talk. We’re where stuff gets done.”
“We’re the air traffic control tower for B2B onboarding.”
Notice the pattern?
Concrete. Visual. Relatable.
The more your buyer feels like they understand it,
the more they believe they’re ready to buy it.
Your homework this week:
Write 3 metaphors for your product.
Not slogans.
Not taglines.
Metaphors.
Then test them on someone who has no idea what you do.
If they repeat it back, you nailed it.
If they say, “Wait, what does that mean?” — try again.
The best founders in the U.S. don’t pitch like engineers.
They pitch like storytellers.
They make it simple.
They make it stick.
Then they shut up and let the buyer say:
“Oh sh*t — that’s exactly what we need.”
—
Paulius
Founder, Exported
Want help crafting a pitch that actually sticks in the minds of U.S. buyers?
👉 Head to exported.io — where vague messaging goes to die, and punchlines get deals.