Jonathan Pipek 🔱

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most marketers think they're doing "messaging" when they're actually just rearranging adjectives on a landing page

and let me tell you, pal, that's why your conversion rate is in the basement

𝗿𝗲𝗮𝗹 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 isn't about being clever. it's about being right. it's about knowing the exact words your customer uses when they're complaining to their boss at 4 PM on a Friday

if you don't know those words, you're just guessing. and guessing is expensive

1️⃣ 𝘁𝗵𝗲 𝘂𝗻𝗳𝗶𝗹𝘁𝗲𝗿𝗲𝗱 𝘁𝗿𝘂𝘁𝗵

go listen to five sales calls. don't look at the notes, listen to the actual audio. what are the prospects worried about? what makes them sigh? that's your hook.

2️⃣ 𝘁𝗵𝗲 𝗲𝗻𝗲𝗺𝘆 𝗼𝗳 𝘁𝗵𝗲 𝘀𝘁𝗮𝘁𝘂𝘀 𝗾𝘂𝗼

you aren't just competing against other startups. you're competing against "doing nothing." your messaging has to make "doing nothing" feel like a dangerous choice

3️⃣ 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲 𝘁𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗶𝗼𝗻

stop talking about features. nobody cares that your API is 10% faster. they care that they can go home an hour earlier because the data finally syncs correctly

the best PMMs don't fall in love with their own copy. they fall in love with the customer's problem. they're willing to kill a "beautiful" headline if it doesn't move the needle

because at the end of the day, you aren't paid to be a writer. you're paid to be a growth engine

if your messaging feels "off" but you can't put your finger on why, it's usually because you're talking to yourself, not the buyer

p.s. what's the worst piece of "corporate speak" you've seen on a website lately? let's roast some jargon in the comments! 👇

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