Develop and use data-driven product messaging

Draw in and convert your audience by conducting a research-driven, audience-focused review and revision of your current sales page.

The sales page is a core piece of the buyer’s journey that must speak to your audience and clearly communicate your value proposition. Use a data-driven process to review your current sales page copy, mine messaging from your audience, craft a value proposition, and create a well-flowing sales page copy and layout designed to influence and persuade.


Score the persuasive power of your existing sales page copy, and flag areas that would most benefit from improvement, with a sales page copy teardown.

Mine the messages your audience is sharing about you and analyze them.

This will give you a foundation to build sales copy that will resonate with this audience.

Conduct customer research and design surveys to capture messages from customers and visitors.

Research will help you to develop a persuasive sales narrative and copy.

Build value propositions that you can use for online and offline sales messaging.

Create a messaging hierarchy and sales page flow, using your customer research and value proposition.

Write a first draft of your sales page, using your customers’ own words that you mined from audience messages.

Copy-edit your sales page, using conversion-focused editing principles.

Design an easily scannable layout for your sales page and a clickable page prototype to share with stakeholders.

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This is really well-written! But I think it misses the mark, because it doesn’t tell the reader why they should use these steps. What’s so good about data-driven product messaging?

In general, for these steps, the step explanation makes better step text. It’s clearer and gives the reader an idea of what they’ll be doing, without using jargon.

The hub format isn’t set in stone, and step explanations in particular can vary – I sometimes write them to explain the why of the playbook instead – but usually you can follow the summary step explanation format:

For example, a summary step explanation for the playbook we’re linking to in the first step might look like:

Don’t restate the business benefits, because this is already available in the preview.

Edits made to address feedback