Problem · Startups
We are not sure anyone searches for what we sell yet.
You built something new enough that the buyer does not have a name for it. So when you type the product into Google, you get nothing, and when you type the problem it solves, you get companies solving a different problem. This is the one situation where our method may not be the right buy, and we would rather say that on this page than on an invoice. The good news is that the question has a two week answer.
How people search thisno search volume for our product · marketing a product nobody searches for · new category startup seo does not work · how to know if there is search demand for my product · nobody knows they need our product yet
Before any tier. Send us your best page and your three closest customer conversations, and we will tell you in about ten minutes whether people are already searching for the problem in words we can build pages for. If they are, Ground State or Excitation. If they are not, we will say so, and we will tell you what to do instead. Pricing is published.
The honest limit, stated first
Our method finds the buyer who is already searching for what you sell, in specific terms, and puts the right page in front of them. It works because the demand exists and is unclaimed. If the demand does not exist yet, no page can find it, and paid search on a term nobody types buys nothing. Category creation is a different playbook: it runs on founder writing, conversations, events, and a long patient loop of teaching a market its own vocabulary. It is real work, it is slower, and it is not what we sell.
How to find out in two weeks
Nobody searches for the product. Plenty of people search for the situation. Take your last ten sales calls and write down, in the customer's words, what they were trying to do before they found you. Not your category name, their task. Then check whether those phrases have searches behind them, whether the results are answering them well, and whether a page written for that task would lead a reader to your product. Usually two or three of the ten phrases have demand, and those become the first pages. Occasionally none do. Both answers are useful, and the second one saves you a year of spend.
What we do in each case
If the situational searches exist, we start on Ground State or Excitation and build for the situation, not the category. The page answers the task the buyer typed and introduces the product as the way to do it. That is how a new category gets discovered by people who never heard its name. If the searches do not exist, we tell you, and we will point you toward the founder led content and outbound motion that fits a category creator. We may still be the right team for the site and the outbound, but we will not sell you a search program that has nothing to search.
Questions on this problem
No. Paid search serves an ad to someone who already typed the term. If nobody types it, the campaign spends nothing and produces nothing, which is at least cheap.
Sometimes before they search Google for them, because a person can describe a problem to an AI without knowing the category name. Pages written for the situation are what those engines cite, so the answer is the same: build for the task.
Yes. A client who leaves in month four because the method could not work is worse for us than a call that ends with a referral. Sometimes the honest answer is that you are not ready for us, and we will say so and hand you back your afternoon.
George Stoff, Founder and Lead Engineer
Full-stack engineer with more than 30 years building the systems companies sell through. He built the seven-layer method Isovertic runs on and stays on every account as the standards owner and the escalation path. When the algorithm shifts or a compliance question comes up, you get his engineering judgment. The day-to-day execution runs on the team he trained.
LinkedInKristen Coughlin, Chief Operating Officer
Trained molecular biologist. Ten years selling translational research products, then institutional operations in the Department of Microbial Pathogenesis at the Yale School of Medicine. She reviews the life-science work before it reaches a client's MLR reviewer. She also built the delivery operation: took the method George engineered, wrote it down, trained the team on it, and turned it into a repeatable engagement so the same seven-layer system runs the same way on every account.
LinkedIn