The Power of Messaging #8
The Key Learnings from the CXL Conference continue from our "Greatest Hits album."
On this week's episode we discuss...
MESSAGING !
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Powerful Messaging for Growth
Emma Stratton is the founder and CEO of Punchy helping brands improve positioning and messaging.
Messaging is CRITCAL to what we do.
TLDR: Messaging is one of the most important and underutilized levers in growth, critical to CRO/UX as well as any paid media. Emma outlines some pillars 1) give context, 2) be compelling, 3) make it clear, as well as cuts jargon with a ginzu!
How to Strengthen Your Messaging
- Give context
- Be compelling
- Make it clear
In our work with e-commerce brands in paid ads and in CRO we have sign lifts of 20-50% when copy friction confusion is removed and clarity, pain points, and customer value is increased.
Additional Key Points to Improve Messaging for Users
- Give context so people get it FAST
- Show not tell
- Customers do not care about your technology, specs, as much as they care about pains
- Solve a pain & Highlight a gain
- Jargon = empty calories. Words like...
- Agility
- Robust
- Breakthrough
- Paradigm shift
- Unleash
- Empower
- Seamless
- Transform
- Modern
- Optimize
- Market-leading
- Operational excellence
- Best-in-class
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Some before afters to illustrate the improvement in clarity:
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Conclusion
We are frequently leveraging brand guidelines, reviews, competitor data, customer service info, qualitative research, heatmap and analytics (GA) data, AI, in-house copywriters, CRO + Paid team to review and improve copy iterations and ensure messaging is as impactful as possible.
Without testing we cannot see the learnings and make the right decisions.
A Always
B Be
T Testing
What is in your messaging tool kit?
Big thanks to CXL, Peep Laja, and Emma Stratton. We met so many great folks at the conference and it was great to spend some time in person with Gary Marx!
See you next year!
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The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Why it matters: As you devise your landing experiences, make sure you ask questions of your customers to drive better conversion. You can do this through:
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- Ordered list item 1
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That's it! 👊 we'll add some stuff in the weeks to come. Thanks for taking this journey with us and sharing your inbox with us!
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5 reasons why affiliate marketing for B2B and 5 questions to see if you are ready.
Affiliate Marketing Attribution & Incrementality.
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