Prioritize your messaging hierarchy
Rather than make guesses about the type of message that you think would be most resonant with your prospects, the Messaging Strategy and Personality Types section can give you a big head-start on multivariate testing. The data in both sections provide a “prescription” on the order and priority of the messaging your prospects are likely to respond to. Below are a few examples:
- “Comparison” contrasts the qualities and benefits of your product versus your competitors. This means it’s a good idea to do your homework and make sure that you can proactively answer any questions they may have.
- “Self-monitoring” indicates a prospect is keen to measure the magnitude and impact of your product. For example, you can create a costs savings calculator so prospects can calculate for themselves “how it works” and how much it will impact their lives directly.
- “Personalization” indicates that a prospect responds to being addressed by name and will appreciate familiarity with their past purchasing behavior. Incorporate content based on prospects' preferences and pain points, and make recommendations that align with them.