Consulting / Stage 03 of 04
Your market has just told you what it wants, in its own words. Usually you already sell it. What changes is how you say it.
The distinction
Says something about you: I looked you up. Answers a question nobody asked.
Says something about the offer. Specific enough that a competitor couldn’t put their own name on it.
The thing your market says it wants is usually already on your site. Three tabs in, described in your own vocabulary, filed under features.
A new product is eighteen months. Saying the existing one properly is a fortnight, and you've got the market on hand to test it on.
Put a competitor's name on your copy and read it again. If it still works, it was never yours.
Saying outbound works for everyone convinces nobody. Being willing to turn business away is what makes people remember you.
In practice
The original line, the rewritten line, and what each one did
What runs it
Several versions of the promise, written out of the transcripts rather than out of a workshop.
Matched samples, one thing changed at a time, so you know what caused what.
Enough per version to tell a real difference from a fluke. Most message testing skips this bit.
Reply rate picks the winner, not whoever talks loudest in the meeting.
Reply rate by message version across matched samples
Evidence
Next step