Focus your messaging on your target audience
The saying goes, “If you stand for everything, you stand for nothing.” Trying to appeal to everyone with your content probably won’t yield the results you’re looking for.
Nik says thinking about your target audience as specific customers can help you hone in on your message. He even uses this strategy when writing his weekly newsletter, aiming at specific personas with his prose. “I think of three people,” Nik says. “One is a founder who has no money, but needs to make moves in marketing. One is the CMO of a company that’s doing $50 million or more in revenue. And the third is an investor of an early stage company.”
The litmus test for the copy on your Shopify landing pages or ads is simple: Would your grandma get it? Nik’s agency uses the grandma test germany mobile database frequently to determine whether the language about a product or business is short and comprehensible. “Your grandma should be able to go to a product page and fully understand, ’What does the product do? Why does it exist? How’s it going to benefit me?’” Nik says.
The “why” is the most important aspect of this. One exercise that Nik recommends is to brain dump everything you want to say about the product and then challenge yourself to distill the “why” into one sentence.
Test content with an organic-to-paid pipeline
Make sure your “why” resonates with your audience before you start pumping money into paid media. “I think that you should try to get the first thousand customers without using paid methods,” Nik says. “And the reason is because you’re really trying to understand what is the messaging or the positioning or the reasons that somebody’s coming to buy this product.”
Find product-market fit first and then use paid media to boost the visibility of content that is already performing well. Set milestones for your paid media strategy, like $5,000 or $10,000 per day in revenue with paid channels that are acquiring customers efficiently. “That first $5,000 a day in sales really forces you to think about how you are understanding what the customer needs or wants from you,” Nik says.