A product or solution’s messaging can make or break its success in the marketplace.

Great messaging will instantly capture a potential buyer’s attention and inspire them to learn more. It highlights the relevant pain points that the solution can solve, embodies the voice of the customer, and includes a clear call to action.

Conversely, poorly constructed messaging can alienate a potential buyer. Bad messaging may be filled with buzzwords, vague descriptions, and terminology that doesn’t resonate. These mistakes can instantly repel a prospective client.

Poor messaging is an especially acute problem in B2B technology companies. Inside these organizations, a typical messaging framework is filled with buzzwords, look-alike phrases that mirror competitor’s language, and hyperbolic statements about capabilities.

To set your messaging on a firm foundation, it is vital to test it. Message testing research helps companies develop content that resonates with potential buyers and inspires them to take action. Without it, companies risk losing out on potential sales by delivering messaging that fails to connect with buyers.
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