How do you go beyond basic messaging to create messaging that converts and wins?

It all leads back to business goals but also the where/why of your messaging. What I mean by that is messaging plays a key role in a multitude of assets, resources, and content. It would be unfair to ask your sales enablement messaging to 'convert' whereas you absolutely would have that expectation when it came to demand generation right? I think what spans any 'use' is something that is compelling, intriguing, thought provoking but relevant enough to have an end consumer/customer want to take t ...Read More

It depends how many cycles you can afford to spend, but my ideal flow is a five-step process: Draft positioning strategy and possible positioning angles Draft creative copy with the support of AI tools, colleagues, and copywriters Test different succinct messages against each other in a market survey, ideally using a methodology like MaxDiff Revisit your Strategy and Messaging Framework, with the full marketing funnel in mind Test messages in product or in ads I covered most of these steps in ot ...Read More

Your messaging should always aim to influence and shape the market's perception of your product. Good messaging accelerates trust between your company / product and your buyer, which in turn leads to demand, adoption, revenue, etc. Your audience is multi-faceted and so your messaging should be as well. Strong messaging addresses the following points in a clear and compelling way: Persona: Who is the target audience? Job to be done: What is their "job to be done"? Pain points: What's their challe ...Read More

Identify the problem you're aiming to solve (their pain point), discuss the ideal state (what could it be like if it were solved), and how you can solve it. Then distill this down and down and down until you have a short statement that you can use in marketing. When thinking about your marketing as a whole, it's helpful to think about the key questions your customers may ask and need to have answered before buying your product. Make a list of these and break them out into groups: 1) essential an ...Read More

Make sure your messaging is tailored to the needs of the buyer. It should be specific, concise, and direct. Make it very clear what it is that you are selling and what the value will be for the buyer. Then introduce what could happen if they don't address that challenge. Add a timeliness to the offer - ie. X number of seats remaining, one day left to register, etc. Recognize that "conversion" looks different at different stages of the funnel. Getting someone to watch a video or register for a we ...Read More