There can be no converting copy without messaging, and there’s no messaging without figuring out your positioning first. But how do they all work together – and how do storytelling and brand voice fit in?

On confidence, finding the best ideas, and running interviews that dig deep into customers’ “why”

In this post: 3 sets of questions that would help you solve these 3 common startup challenges:

• Coming up with a value prop that would work across ICPs

• Uncovering hidden objections that are stopping your prospects from converting

• Pre-launch sanity check (obvious, but frequently overlooked)

Trying to speed up your startup growth may be slowing it down. If you’re focusing on quick fixes and not pattern-finding.

When my prospects say: “We have no time for this,” “We already know everything about our customers,” “We’ll just A/B test it,” or “Can you just write it?” — what I hear is: “We’re flying blind and kinda like it that way.”

(I have yet to work on a project where all of the research data lined up neatly with assumptions and guesses about conversion drivers for a specific target audience. Never ever has it happened — which is why we need the research phase in the first place.)