Applies to: All
Problem: Messaging doesn't resonate with audiences
During brand development, messaging is developed for a general audience and this drives everything from subject lines to copy that moves people to fill out a form or book a meeting. Because the messaging is so broad, it doesn't speak to the identified personas or align with targeted industries and verticals.
Solution: When defining personas and verticals, write out benefit statements, pain points, and outcomes that the segment cares about, and rewrite value propositions in their language.
Indications: Emails, social, ads and content don't drive engagement, form fills or meetings booked/attended