Landing page A/B tests take too long unless you have a lot of traffic, so it may be quicker to test messages in ad impressions, for example on Facebook or Instagram. Create several copies of a simple ad design, and run that same ad with different headlines, and see which one performs best with your audience

One final warning: Your agency will hate thisYour marketers and your agency will call these messages boring, derivative and functional. Because every marketer wants to write the next “Just Do It” or “Think Different.” (And who can blame them?) But here’s the problem: Nike and Apple already built ubiquitous awareness and comprehension, so their ads... See more

Avoid vague platitudes or anything that sounds like marketing, such as “all in one,” “faster,” “revolutionary” or “convenient.” These platitudes engender cynicism, and people will not infer what they mean. It forces prospects to either guess at what you do or take your word for it that you're awesome — which they’re unlikely to do, given that your

... See more

If your headline completes the sentence “Our product is...” You’re not using their words. If your headline completes the sentence “Now you can ______” or “I wish I could _____” or “Someday I hope to _____” then your language might resonate

Starting with language/market fit brings three other big advantages:

1. Speed - Product build-measure-learn cycles, even just prototyping, can take weeks. But you can iterate language 5X in a single day.

2. Traction - A pre-launch lead-capture site (that markets the product to validate demand) with 25% conversion is a strong signal to potential... See more

It’s language/market fit at work — when you find the exact right words to explain your product or service to prospective customers, words that resonate with goals and struggles that are already in their brains. When you talk about your product, a lightbulb in their heads switches on that says, “That is EXACTLY what I’m looking for” — they feel like... See more