But do they even understand?
The Messaging Fundamental is defined as: the communication to potential customers that explains the value of your service in a way that resonates with their pain. This demands that you know your customer and understand what category the customer puts you in.
The components of great messaging
You have a beautiful product, you know who your ideal customer is and where to reach them. You are ready to go to market, but your ideal customers isn’t biting.
There can be a number of reasons why your awareness and acquisition efforts are not as effective as you had hoped.
Let’s make sure the messaging itself isn’t it.
To first identify great messaging, we can investigate the existing messaging with the five components coined by Peep Laja from Wynter in mind.
The key components of great messaging are ☟
Clarity. Does the customer get it? Is it even clear what your product or service is?
Relevance. Does the message align with the problems the customer experiences? And do the words we use align with terminology ideal customers use about the problem themselves? You need to know your buyer and how they talk about the problem you are solving.
Communicating value. A promise that this product or service will be of great value to the potential customer.
Differentiation. Why should the customer spend their time and money on this exact service instead of another similar one? Focus on communicating your uniqueness and know what category you are in today. To differentiate yourself and attract your ideal customer, your messaging needs to repel someone else.
Brand. Your brand and design communicates either upbeat, serious, fun, corporate, heavy - a tone of voice has to align with your copy, product and the problem you’re solving for ideal customers.
You can follow the newsletter from Peep Laja for more messaging tips, stories and learnings.
Don’t take our word for it - test it!
There are many ways to test your messaging. Which of the many value propositions really resonates with the situation ideal customers are in? What creates ripples of positive reactions among this group of decision makers? And are you really nailing the way you describe the pain that they feel?
First, you can implement five second tests on your primary pages, product descriptions and even sales material. We’re looking for the comprehension rate - do they even understand what your product or service offers or do for them?
Run at least 4-5 variations of the landing page value proposition
Allow your test group to be as broad as possible - we want everyone to understand
Ask 2 questions; 1) What does this service do or offer? and 2) What is special about this offering?
You can use a platform like Usabilityhub for quick results; 10 responses in 10-15 minutes
There is really no reason to not start this process today.
Follow serial entrepreneur Peep Laja, who co-founded CXL, Speero and Wynter.
Deep dive into positioning with mastermind April Dunford.
How to run a five second test - and why
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