S3 Episode 1: Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja
The Marchitect
How to Test and Optimize Your Messaging
Austin: I'm not so much on the messaging side, but more on pure positioning. What I see all the time is that companies do the heavy messaging positioning work and they cook something up in their lab or whatever they are. And then we put it in front of the target customers. Every first iteration of messaging has a lot of problems either. So how to measure the quick ways that. Keep your first iteration; conduct message testing,. Have them rated in terms of some phone metrics and quant metrics. They'll get rich data back on how it lands on the people you actually trying to influence.
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