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We're guessing our messaging

By
Mukund Kabra

Messaging is a guess until it is tested on real buyers. Take the words customers use for their problem, write a few distinct messages from them, and test them on ads or landing pages before committing.

Category:
Positioning
Reading time:
2
min read
Published on:
October 24, 2026
Resources
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Positioning
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We're guessing our messaging

We're guessing our messaging

Problem

Your messaging came from a workshop, not from customers.

Headlines and value statements were agreed in a meeting room and changed whenever someone senior had a new idea. Nobody knows which version actually persuades buyers.

So the message keeps changing, and none of it is proven.

Insight

The best messages use the customer's own words.

How customers describe their problem in calls, reviews and support tickets is usually clearer than anything written internally. Messages built from that language, then tested on real traffic, quickly show what lands.

Testing turns opinions into evidence.

How we approach it

We build messaging from customer language and prove it with tests.

  1. We collect how customers describe their problems and what they value.
  2. We write a few clearly different messages from that material.
  3. We test them on ads and landing pages with real buyers and keep the winner.

Your messaging rests on evidence, and it stops changing with every opinion.

Tags:  
CRM Product Data Integration; Customer Data Platform; Data Stitching; User Journey Mapping; Funnel Integration; Data Unification
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