How to test messaging properly and convince leaders to change messaging that is not resonating?

Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?

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2 Answers

Message Testing

Polomi Batra

Zendesk Director of Product Marketing • 2y

Ah, if you're going through this right now, I feel you. This one is tough and it's because messaging can be so subjective sometimes. If you can, try to take the conversation back to two things: 1. Data-driven insights: Emphasize the importance of data-driven decision-making. Use concrete data from A/B testing, customer feedback, and performance metrics as much as you can to showcase how the two options are performing. 2. Customer-centric focus: Highlight the significance of aligning messaging wi ...Read More

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Jeff Rezabek

Workyard Director of Product Marketing • 1y

One of my favorite ways to test messaging—where ever it came from—is to partner with the growth team to run ads with the messaging. If your personas and ICP are on point, when you run ads to these people you should get good feedback if the messaging works.

Use this data to build your case, then interview customers or listen to sales calls and listen for patterns and themes.

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