CXL - 'Me too' messaging

Your host today is Peep Laja, Founder at CXL

Banner blindness. Ad fatigue. Known established concepts.

The same is true for messaging. If you use words that everyone else uses, you get messaging mediocrity.

Website visitors might see it, but they skim right over it with minimal recall and interest. Just like cover bands don't play arenas, me-too messaging won't generate pipeline.

"Events that drive growth"
"Content that generates revenue"
... and so on.

Anything that "drives growth" or "generates revenue" are examples of messaging mediocrity.

It results in blindness+fatigue. You get eye rolls instead of curiosity.

That's the opposite of what you want your messaging to do.

Instead of copying others - and thus going leaning into averages and mediocrity - go for novelty, guts and pattern interrupt.

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. CXL Live

Hypergrowth companies have one thing in common: experimentation.

And there’s no better way to learn about experimentation than from the man that built optimization programs and research frameworks for so many of those companies.

This October, you have the chance to meet Ben Labay and the Speero team, plus all the absolute best in B2B, at CXL Live.

CXL Live is the place to be for people in experimentation, growth and demand gen. Experts who have the exact same goals as you, and who have already figured out the solutions to problems you’re facing today.

Three days of partying too. Time to start packing.

As a bonus, we're also giving you 3-month access to CXL courses for free along with your ticket (just this bonus is worth around $650).

Get your tickets here.

2. Marketing playbooks

Your Google Analytics account keeps breaking and sending errors?

This is a normal thing - but imagine how much better you could understand your customers if you improved data accuracy and your analytics.

This playbook, made by one of our Talent members, teaches you exactly that - how to fix pageview error collections so you only gather relevant data.

Get Bruno's playbook on how to fix pageview collection errors here.

3. Ecommerce Marketing Minidegree

Your product, fulfilment, and customer support are table stakes. It’s the minimum your customer expects, not a way to build a competitive moat.

In ecommerce, marketing is your last true competitive advantage.

To help you build a proper moat for your business, we've teamed up with top 1% ecommerce marketers and created the most in-depth ecommerce marketing training out there.

With it, you will master all key areas required for building a profitable, hypergrowth ecom business:

• Strategy

• Customer Acquisition
• Customer Retention
• Measurement

We are launching it next week on Product Hunt.

Get notified first when it goes live here.

4. CXL talent program

Go through a 12 week marketing training with CXL for a one-time $100 fee, get matched with US based companies looking for marketers of your profile, land a remote job and experience the true freedom of remote work while being paid more than you ever were.

• Upskill through a 12 week world class program
• Get matched with US-based companies
• Land a remote job that opens the door to the US market
• Earn more than you ever did, starting at $40,000/year
• Enjoy the true freedom of a remote role
• Experience the stability of being paid in USD

US companies are finally opening their doors to you. Learn more about the Talent program here.

If you are a US company interested in growing your team with CXL certified and vetted professionals, fill out this form or contact us.

5. Experiment results vs actions blueprint

A winning test is not the goal. The goal is action, change.(either behavior or perception)

FYI, the goal of science is only to know truth. But we don't do science do we. We do APPLIED science. We thus can't stop at knowledge. Put your knowledge into action.

The mental model here is: "Knowing is not enough" (Johann Wolfgang von Goethe)

It would be like opening the door for someone when they're 100ft away. You have to SHOW that you know. We need to implement changes, faster.

On a tactical level, separate your tags for 'result' and 'action'. This will let you have a metric called 'Agility' which is hard go get but at the heart of your process efficiency.

• how long does it take to go from idea to change?
• how many actions are we taking as a program?

We are working on these frameworks, these 'blueprints' for change. Expect more to come every week, and 20 of them on our site by the end of the month.

Get results vs actions blueprint here.

6. Experiment Nation: The Conference

Running from September 26 to 30, with sessions from 34 CROs from around the world, you're sure to learn something new every day.

It's virtual, on-demand, and free. Register now to get access.

First time here? You can get these weekly by subscribing here.

Ognjen Bošković
Growth Lead at CXL

Let's connect on LinkedIn.

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