I run Growth Clarity Sprints to help founders translate what they built into what customers actually care about. This teardown shows how Wishlyr—a wishlist app for joyful gifting—can move from feature-focused to feeling-driven messaging.
This isn’t a critique; it’s a clarity map. The goal is to surface what’s already great about Wishlyr and make it instantly resonate with people looking for stress-free, meaningful gift moments.
Ideal Customer Persona (ICP)
The Default Gift Organizer — usually a 28–40-year-old sibling, partner, or friend who is always the one remembering everyone’s birthdays, buying group gifts, and coordinating presents.
Enduring problem: Constant cognitive load and last-minute gifting scramble that leads to stress, missed dates, or duplicate gifts.
Why Focus on One ICP?
When you try to appeal to everyone who “gives gifts,” your message becomes generic. Focusing on one vivid persona lets you write copy that mirrors their lived experience. Every headline, feature, and CTA should sound like it’s speaking directly to that over-stretched, thoughtful person who just wants to make gifting easier and more meaningful.
Where to Find This ICP
You’ll find Default Gift Organizers in online spaces where planning, family, and lifestyle overlap — Reddit threads like r/giftideas or r/Parenting, Facebook event planners, and productivity communities where people trade Notion templates for birthdays or Christmas planning. These are people already seeking systems to offload mental clutter.
The Hero Section: Too Functional, Not Emotional Enough
Current headline: “Organize everything in your life”
This headline is broad. It could apply to Notion, Airtable, or Google Sheets. It doesn’t capture the *emotional reason* people use a gifting app: to make others happy without the mental load of remembering dates or scrambling last minute.
Better headline:
“Never forget a gift again.”
Build wishlists that make giving feel thoughtful, not stressful.
The new version connects to a real fear (forgetting birthdays, disappointing someone) and reframes it as ease and thoughtfulness—an emotional hook.
The Subheadline: Add a Personal Payoff
Current: “Build collaborative wishlists, stay on top of every occasion, and create joyful gifting moments without the scramble.”
Good verbs (“build,” “create”), but the benefit is implied, not stated. What does this actually mean for the user?
Rewrite:
Keep track of every birthday, wishlist, and surprise—so your friends think you planned it weeks ago (even if you didn’t).
This turns a feature (organizing) into a benefit (looking thoughtful). It connects organization to social reward.
The Value Proposition: Missing a Clear “Why Now”
Wishlyr’s audience isn’t searching for “wishlist software.” They’re searching for ways to make gifting easy, fair, and fun. The copy should signal *when* they need this (before birthdays, holidays, or weddings).
Better positioning:
Wishlyr is your secret weapon for thoughtful giving—never double-buy, miss a date, or send a last-minute Amazon card again.
Now it’s clear what problem Wishlyr prevents and what transformation it enables.
Feature Section: Translate Each to an Emotional Gain
Feature 1: Create Wishlists Easily
Current: “Add items from any store online with just a few clicks.”
Rewrite as a benefit:
Add anything you love—from small treats to big dreams—in seconds. No more screenshots or text threads lost in group chats.
This shifts from technical capability to emotional relief—“no more chaos.”
Feature 2: Organize for Any Occasion
Current: “Sort your items into different lists for birthdays, holidays, and more.”
Rewrite as a benefit:
Keep every occasion in one place—so you can relax knowing nothing’s forgotten, even months ahead.
This introduces *peace of mind*, not just structure.
Feature 3: Share with a Single Tap
Current: “Easily send your wishlists to friends and family.”
Rewrite as a benefit:
Share your wishlist once—and skip the awkward “what do you want?” messages forever.
This speaks to a social benefit: removing friction from gifting conversations.
The CTA: Too Passive for a Feel-Good Product
Current: “Join our waitlist.”
There’s no clear promise for what’s waiting. You’re asking for an email before showing a reason to care.
Stronger CTA ideas:
“Get early access and start stress-free gifting.”
“Join the waitlist—never miss a moment that matters.”
Final Takeaways
- Lead with the emotion of gifting, not the task of organizing.
- Replace verbs like “build” and “organize” with outcomes like “relax,” “remember,” and “delight.”
- Every line should answer: “How does this make the user’s life easier, warmer, or more joyful?”
Next Steps
If I were advising Wishlyr, I’d test:
- A hero line around “Never forget a gift again.”
- Social proof: screenshots of shared lists or real stories of how it saved someone’s holiday.
- Early access hook: “Be the first to bring calm to the chaos of gifting.”
Once these updates go live, I’d track:
- Waitlist sign-up conversion rate
- Scroll depth (to test if benefits keep users reading)
- CTA click-throughs after “Join Waitlist” changes
Good products make life easier. Great messaging makes that ease obvious.
If you want a teardown like this for your product, contact Growth Pigeon on X and I’ll pick a few founders each week for a free Growth Clarity Map.