CXL - Specific > vague

I have 6 updates for you this week.

1. On my mind

Go through your home page and ask about every line of copy: "how could we make this more specific?"

Too often it's full of lofty, vague statements that excite no one.

1. Why companies use vague statements:
   curse of knowledge, they forget what it's like to be new to the business
2. They wrongly assume that's what great copy looks like
3. They optimize for trying to please various stakeholders

The point of messaging is to communicate to the customer: to make them first and foremost understand, and increase their motivation to take action.

As soon as you add more specificity, you're already doing way better in both categories.

Follow me on LinkedIn for more thoughts on strategy, messaging and optimization.

2. Marketing objectives for the product lifecycle growth stage

Groove’s customer service platform almost died in the introductory stage because they forgot to listen to their customers. They drew people in with a product they assumed would be a hit and pushed forward without taking in customer feedback. 

The result? People had a terrible experience using their product.

After turning their attention toward feedback and testing, letting the voice of their customers fuel their content strategy and product development, they took off. Three years later, they were a $5 million business.

Not revisiting your marketing objectives in the growth phase of your product lifecycle is the death knell of many startups.

In this article, you’ll learn how to develop a marketing strategy for the growth stage. We’ll also share how to achieve marketing goals at this stage, using your existing customers and experimentation to increase sales and loyalty.   

Read the entire article here.

3. Playbook community launching very soon

All these companies are known for their knowledge-sharing communities. Huge libraries of templates and SOPs designed to help their users get better at what they do.

After launching the Playbook beta, we've learned from user feedback and usage patterns that you want the same thing... For marketers.

Playbooks community will help you:

- Save time by having access to the best templates and an expert community.

- Get all your questions answered by the best in the business.

- Reference actionable instructions from CXL courses and blog.

- Become 2.5x faster at writing & updating SoPs.

- Delegate and forget. Send a link to your team members, VAs, freelancers and clients. We'll answer their questions.

- And finally...

Become the top 1% in digital marketing.

We're launching Playbooks community very soon. Stay tuned.

4. CXL job board

Some great new job offers on CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free. 

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

5. Wynter Product Marketing Mastermind sessions

Exchanging ideas with other like-minded product marketers can be challenging.

So Wynter’s hosting a series of monthly casual meetups for product marketers at B2B SaaS companies to discuss strategies, what's working/not working, and other GTM-related topics.

Join the monthly chats with the best product marketers.

6. How to find optimization opportunities in analytics data

Experience and intuition can only take you so far, but when it comes to experimentation, nothing’s more important than data. Speero strategist Gertrud Vahtra provides a deep-dive guide in using analytics to find optimization opportunities for your website.

Check out the full article here.

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Peep Laja
Founder at CXL

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