The letter A refers to action
Posted: Sun Jan 19, 2025 7:13 am
On December 5th and 6th, São Paulo hosted the largest product event in Latin America, Product Camp Brasil. One of the highlights was the talk given by Rafaela Vigo Pinto, Product Marketing Manager at Revelo, who addressed the topic “Messaging that converts: How to test messaging for customer acquisition”.
Rafaela began by explaining what messaging is – everything you communicate in the product, influencing conversion, activation, retention, recommendation and, ultimately, generating revenue. She highlighted the importance of positioning and copy, revealing that the right messaging has twice the impact on conversion than design.
Surprisingly, copy accounts for 65 to 70% of conversion, while design accounts for 30 to 35%. To ensure messaging is appropriate, Rafaela presented a framework called ANDRÉ.
asking whether the message encourages purchase. The letter N deals with need, connecting the message with the user's needs. The letter D, differentiation, explores what makes the pro why you should take our service duct unique. R for relevance checks whether the message is related to something important, and E for understanding questions what the user understood about the product.
Rafaela emphasized the importance of testing messaging in different contexts, such as sales websites, advertisements, and sales pitches. Messaging is dynamic and should be treated as a constantly updated document. To conduct testing, she suggested market tools and user interviews for quantitative and qualitative insights.
Rafaela's striking conclusion was that there is no Product Market Fit without Language Market Fit. The message needs to align with the audience's objectives, requiring careful choice of words.
She highlighted the need to use the audience’s language to describe the product, emphasizing that the right words are essential for success. In short, mastering the power of messaging is the way to achieve not only conversions, but a genuine connection with the target audience.
Rafaela began by explaining what messaging is – everything you communicate in the product, influencing conversion, activation, retention, recommendation and, ultimately, generating revenue. She highlighted the importance of positioning and copy, revealing that the right messaging has twice the impact on conversion than design.
Surprisingly, copy accounts for 65 to 70% of conversion, while design accounts for 30 to 35%. To ensure messaging is appropriate, Rafaela presented a framework called ANDRÉ.
asking whether the message encourages purchase. The letter N deals with need, connecting the message with the user's needs. The letter D, differentiation, explores what makes the pro why you should take our service duct unique. R for relevance checks whether the message is related to something important, and E for understanding questions what the user understood about the product.
Rafaela emphasized the importance of testing messaging in different contexts, such as sales websites, advertisements, and sales pitches. Messaging is dynamic and should be treated as a constantly updated document. To conduct testing, she suggested market tools and user interviews for quantitative and qualitative insights.
Rafaela's striking conclusion was that there is no Product Market Fit without Language Market Fit. The message needs to align with the audience's objectives, requiring careful choice of words.
She highlighted the need to use the audience’s language to describe the product, emphasizing that the right words are essential for success. In short, mastering the power of messaging is the way to achieve not only conversions, but a genuine connection with the target audience.