How do you measure success of your messaging?

There are many different ways to test the success of messaging. A few common best practices include:

• A/B testing different messaging - this can be done in product, via email communications, or even on different versions of a product landing page

• Talking to your customers directly - focus groups and 1:1 interviews can often be a great way to get more detailed feedback on whether you are saying what you think you are.

Recently I have started leveraging AI tools like ChatGPT to pressure test whether the messaging we have out in the wild across multiple surfaces is accurate. Start with a simple prompt like "What are the top 3 value propositions of Product X"? If the response you get is aligned with your framework - great! If not, you might need to dig into why there is misalignment and where it is stemming from.

Messaging success can be hard to measure directly but some helpful proxies I recommend are:

• Website performance metrics - including bounce rate, time on page, video views, CTR

• Direct to consumer purchase rates (no live seller involved)

• Performance on analyst reviews

• Views/usage by sales of approved pitch decks

I also look to qualitative feedback from sales teams and customer calls as they will always be honest about what is working/not working.