It’s the one simple rule that marketers make all the time (myself included).
Marketing is NOT about your company.
Marketing is about your CUSTOMER.
People don’t care about your company, your mission statement, or your Instagram account.
They care about solving their own problems.
As the old saying goes, someone walking into a hardware store looking for a quarter inch drill-bit doesn’t actually need a quarter inch drill-bit – they need a quarter inch hole.
So stop focusing on the drill-bit (your company/product/service) and start focusing on the solution your customer is looking for.
Here’s an example of a recent landing page split test I did for a client that offers sales training.
As you can see from the image below, the only difference in the landing page is the headline:
Headline A: “Canada’s Most Popular Sales Training & Sales Courses”
Headline B: “Looking for Sales Training to Help Exceed Sales Targets?”
Headline B had a 32.6% lift in conversion compared to headline A.
It’s because headline A is all about the company, and headline B is all about the customer.
The customer doesn’t care if you’re “industry-leading”, “best of breed”, or even “#1”.
The customer cares about having their problem solved.
In this case, their problem is that they need to improve sales.
How do they solve that problem?
With sales training and/or sales courses.
Of course I’m not going to say that this type of approach will win every A/B test for you, but give it a try.
Don’t sell your product or service, sell a solution to your customer’s problem.
Happy split testing 🙂
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