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The Power of Messaging #8
The Flywheel

The Power of Messaging #8

Written by

Tye DeGrange

Nov 14, 2022

The Key Learnings from the CXL Conference continue from our "Greatest Hits album."

On this week's episode we discuss...

MESSAGING !

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!

Emma Stratton

How to Strengthen Your Messaging

  1. Give context
  2. Be compelling
  3. 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...
  1. Agility
  2. Robust
  3. Breakthrough
  4. Paradigm shift
  5. Unleash
  6. Empower
  7. Seamless
  8. Transform
  9. Modern
  10. Optimize
  11. Market-leading
  12. Operational excellence
  13. Best-in-class
Emma Stratton

Some before afters to illustrate the improvement in clarity:

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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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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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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