MEPX
Chapter 6 of 10All chapters
  1. 1What marketing is
  2. 2Positioning
  3. 3Understanding customers
  4. 4Channels
  5. 5Measurement
  6. 6Messaging and copy
  7. 7Brand
  8. 8Pricing as marketing
  9. 9Content and search
  10. 10Ethics and the law

Chapter 6 of 10

Messaging and copy

Saying it so it lands.

Benefits, not features

State what the customer gets, then support it with how. A specification list answers a question nobody asked until they already believe the benefit.

  • Use the customer's words, taken from real conversations.
  • Specificity beats superlatives: a number is more persuasive than best.

Clarity

Confusion loses more sales than disagreement. If someone cannot tell within seconds what this is and who it is for, nothing else in the page matters.