The way to improve messaging is to break it down into five components, measure, and work on each separately:
↑ Clarity (I get it)
↑ Relevance (it’s for me, helps with my specific challenges)
↑ Value (I want the promises)
↑ Differentiation (I get how this is different)
↓ Friction (resistance, doubts, anxieties)
There are plenty of free training resources available, such as Wynter's B2B Messaging Course.
April Dunford's book Obviously Awesome is an affordable way to get the foundations in positioning right.
CXL and PMA also have paid courses on the topic but the free one is the 80/20 you get them up to speed.
Another way is to run an internal workshop in the topic, combined with an actual messaging exercise you guys are working on internally.
You measure it through message testing. An effective message resonates with the target buyer, and that's what you want to check: how it lands on the people you're trying to influence. Yes, you can wait for the full go-to-market cycle and eventually get some feedback from the market, or measure conversion rates - but only relying on this makes your feedback loops extremely slow and inefficient.Message testing is a form of qualitative research, hence you don't need large sample sizes. You need to ...Read More
Use a messaging evaluation framework like Message Layers. The way to improve messaging is to break it down into five components, measure, and work on each separately: ↑ Clarity (I get it) ↑ Relevance (it’s for me, helps with my specific challenges) ↑ Value (I want the promises) ↑ Differentiation (I get how this is different) ↓ Friction (resistance, doubts, anxieties) When you conduct back-to-back message testing, you get to see how your copy scores on all of the above. You also see the improveme ...Read More
Posted video
A CEO once told me he stayed awake at night wondering how many ideal prospects visited his site, struggled to understand what his company could do for them, and bounced for good...never to return. As marketers, we can all relate to that fear: is our messaging actually grabbing people? 😱 So what can you do to stress test your messaging? To get some feedback and fine-tune? To give you back that good night’s sleep? 😉 On this episode, the one and only Peep Laja takes us through his philosophy on messaging and copy testing, including: --- Aiming for excitement (and not boring buyers to death) --- Being specific and clear above all else --- Finding the balance between too little copy and too much --- Avoiding subjectivity --- Honing hierarchy and story structure https://wynter.com/
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