Founders are a brutal audience to market to. Anyone else selling to them?

I do go-to-market for a product where the customer is a founder, and I keep running into the same wall.

Founders can smell marketing from a mile away. They've written the same emails, run the same ads, built the same funnels. So the usual playbook lands flat. Anything that sounds like copy gets skipped. Anything that sounds too clever gets skipped faster.

What seems to work better is being specific and slightly boring. Less "transform your fundraise," more "here is the exact thing this does and here is what it doesn't do."

But I'm not sure if that's a real insight or just the one thing that happened to work for us.

So if you sell to founders, developers, marketers, or anyone who does your job for a living:

What actually gets through to them?

And has anything worked that you'd have talked yourself out of a year ago? Would appreciate your opinions and advices.