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Achieving Language Market Fit
Product market fit isn't the only fit to worry about
Language market fit to increase conversions
Insight from systm.co
Product-market fit? Sure, it's a familiar term.
Language-market fit? Now, that's a game-changer you might not have heard of.
A simple twist in your wording can be the key to converting potential users.
It's about striking a chord with their existing goals and challenges.
Imagine talking about your product and sparking an "Aha!" moment in their minds, making them think, "Yes, this is exactly what I needed!"
I've seen firsthand how language/market fit can skyrocket conversion rates.
I tested email copy with two groups for a product I pre-launched. With the first email, I went with a general "All-in-one" solution that we knew had previously converted users.
With the second email, I experimented with a hyper-specific problem that only a few users complained about.
Do you know what the difference between the first and second email was?
The first email had a 2% conversion. The second had a 15% conversion rate!
How does this happen?
Consider the variety of intents visitors bring to your app. Converting those with high intent is straightforward. But the real magic happens when you captivate the larger pool of low-intent visitors.
We don't engage with startup websites as we would a novel. Our attention flits and scans, rarely settling. Capturing attention is your first and most significant challenge.
By focusing on language, we capture the exact words customers use to describe their challenges and what they wish to achieve, including the emotional and social aspects of their needs.
Here's a breakdown of the four critical steps to unlocking language/market fit:
1. Uncover Goals, Struggles, and Language through Interviews
Pay close attention to the exact words customers use. Try to notice if there are any hidden meanings behind what they're saying.
Ask questions that don't have a simple yes or no answer. If they use words that aren't clear, ask them to explain more. This way, you better understand what they need and how they feel about things."
2. Draft Test Messages Based on Interview Insights
Use what you learned from talking to the customers to create copy to speak to what they said they need. Use the same kind of words they used to make it sound real and true to them.
Make your message sound like it's answering a wish or solving a problem they have, like starting with 'Now you can...' or 'I wish I could...'. This way, it feels like you're directly speaking to what the customer wants or needs."
3. Validate Comprehension Qualitatively
Show these messages to different kinds of people and see if they understand them immediately.
Just show them the message for a short time, like 5 seconds, and then ask them what they think it means. This helps you figure out if they get the message quickly and if it makes sense to them.
4. Test the Language Quantitatively
Check how well your messages work in real life to determine which ones are the best. Use websites like Facebook or Instagram to test out different headlines.
Monitor how many people click on them, how many take action after seeing them, and how much they interact. This helps you see which version of your message is doing a great job.
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