How To Find Your Startups Killer Message & Market Positioning

Saturday, December 09, 2023


But how you can find your killer message? Here’s how.

Here are some steps you can take that I used.

There are 4 channels that I like to use for B2B early stage companies, #1 Google Ads, #2 Google Display Ads, and #3 Cold Emails and #4 could be Facebook/Instagram Ads

Step 1:

Is to place very small budgets like $5-$50 per day testing different messaging. So for Google Display, Facebook ads, and Google Ads the key metric is click through rates. Meaning what percentage of people that searched or saw your ad clicked. Because if they clicked that message resonated more than the other messages.

Step 2:

Is to test cold outbound emails to executives with the winners of the PPC ads to see what resonates with them and books you the most meetings. I recommend a/b testing the different cold email messages so you can get data and look at different metrics like open rate, response rates, and booked a meeting rate.

I also recommend dumbing down your message and making it as simple as possible. A good format is a simple problem and simple solution. You can always make your message more sophisticated later. And think about it from a use case perspective. What is your use case? What is the exact problem you’re solving? Why is it a problem? Who does the problem effect? What is the financial cost to not solving the problem? Who benefits from solving the problem? Is it a certain role? Is it the clients' customers? Is it going to increase revenue? Is it going to save them money? Is it going to improve the customer experience? What is the financial gain to solving the problem? These questions will help you think of some initial ideas to test.

And this exact strategy was also used by Matt Epstein who was the VP of Marketing and Zenefits and helped them scale from $0-$4B valuation and then he used it again as the CMO of Rippling and have helped them scale from a $0-$10B valuation using this. Once you find a killer message it’s off to the races and demand generation won’t be a problem for you.

Now if you want more help with this and you want step by step instructions on how to do this. I have a free resource for you you can grab my Message Market Fit Cheat Sheet" for free by just clicking the link below and find your killer message today. ">

Product market fit isn’t the most important thing for a brand new startup.

It’s message market fit.

Message market fit is coming up with a message that actually resonates and creates demand from potential customers. If there is no demand there is going to be no customers.

Your message needs to be short, simple and clearly explain the problem you solve and explain what makes you different. A huge problem startups or early stage companies face is their message isn’t clear and know one understands the problem that they are solving and therefore their marketing doesn't create any demand.

So who cares if your product is great but if you can’t clearly communicate why it matters and and sell it you’ll never get to product market fit.

You might not realize this but executives don’t like to admit that they are confused. So this gets masked into other objections like it’s not a priority, we have another vendor in place, or it’s a bad time.

This could simply because your message doesn’t resonate and its confusing. And a confused mind never buys.

I’ve founded two fast-growing companies and have learned how important it is to nail your messaging if you want to scale and build a big company.

The more your message resonates with your client avatar the more demand your marketing will create.

For example with LiveVoice our messaging was pretty simple "Most companies don’t call their leads back for 24 hours; we call them back in 60 seconds." Imagine how much we can more revenue we can bring to you from just calling every lead within 60 seconds. My other company OrderSolutions message was Most restaurants miss 50% of their phone orders. Across 1,000 stores imagine how much missed revenue that is per year.. Our team ensures that you can capture all of it.

But how you can find your killer message? Here’s how.

Here are some steps you can take that I used.

There are 4 channels that I like to use for B2B early stage companies, #1 Google Ads, #2 Google Display Ads, and #3 Cold Emails and #4 could be Facebook/Instagram Ads

Step 1:

Is to place very small budgets like $5-$50 per day testing different messaging. So for Google Display, Facebook ads, and Google Ads the key metric is click through rates. Meaning what percentage of people that searched or saw your ad clicked. Because if they clicked that message resonated more than the other messages.

Step 2:

Is to test cold outbound emails to executives with the winners of the PPC ads to see what resonates with them and books you the most meetings. I recommend a/b testing the different cold email messages so you can get data and look at different metrics like open rate, response rates, and booked a meeting rate.

I also recommend dumbing down your message and making it as simple as possible. A good format is a simple problem and simple solution. You can always make your message more sophisticated later. And think about it from a use case perspective. What is your use case? What is the exact problem you’re solving? Why is it a problem? Who does the problem effect? What is the financial cost to not solving the problem? Who benefits from solving the problem? Is it a certain role? Is it the clients' customers? Is it going to increase revenue? Is it going to save them money? Is it going to improve the customer experience? What is the financial gain to solving the problem? These questions will help you think of some initial ideas to test.

And this exact strategy was also used by Matt Epstein who was the VP of Marketing and Zenefits and helped them scale from $0-$4B valuation and then he used it again as the CMO of Rippling and have helped them scale from a $0-$10B valuation using this. Once you find a killer message it’s off to the races and demand generation won’t be a problem for you.

Now if you want more help with this and you want step by step instructions on how to do this. I have a free resource for you you can grab my Message Market Fit Cheat Sheet" for free by just clicking the link below and find your killer message today.

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