What's the best way to rapidly test if your messaging is working as intended? Related question - how do you know if your messaging is working or not?

The best way to rapidly test whether your messaging is working as intended is to deliver it to your sales reps or other collaborators and see whether it helps them or not. Ideallly, you'd equip a few of them with a beta of your new pitch deck, or messaging artifacts and either get their gut reaction right then and there, or have them pilot it on a few conversations. Of course, if we're talking about digital channels than quick a/b tests via tools like Optimizely on the web, or tweaks you make to ...Read More

The simplest here is if you're moving awareness, pipeline, close rates, revenue, etc. But I know that's not always immediately available. So I have a simpler answer. PITCH YOUR MESSAGING TO PEOPLE, IN PERSON. This might seem too basic but I've seen the success over and over. Pitch your messaging to customers, key stakeholders, your sales team, anyone that will listen. It's really easy to write bad messaging when you never see a human face react to it. Pitch it, iterate, pitch it, iterate, keep g ...Read More

Getting messaging into the market is the best true test. Depending on the key channel you wish you utilize the messaging this may come in the form of marketing or sales initiatives and varies based on the investment. You could start with a landing page to A/B test conversions or with a little budget a webinar covering the new messaging, promoted by digital ads, with open Q&A and a feedback survey. Alternately you get gut reactions from a few sales executives, and request they use it in an up ...Read More

For rapid message testing, I'll rely on channel metrics that we've set baselines for in the past. Ideally you're able to identify message tests as experiments with explicit goals, for example, to increase demo request conversion. Cross-posting an answer to your related question: To measure market messaging, I focus on resonance, clarity, and differentiation. Whenever possible, I use a mix of qual and quant strategies to get data, but in my experience, even a handful of qualitative interviews wit ...Read More