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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 !
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
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
Emma Stratton
Some before afters to illustrate the improvement in clarity
Emma Stratton
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!