a single source, nothing corroborates it
Keep the market's vocabulary even if you dislike it
When buyers already have a framing for the thing you are launching, adopt it rather than inventing your own, however imprecise theirs is. Coining new vocabulary hands the reader a translation exercise before they reach anything you wanted to say.
The method
- 01
Keep familiar language for a new data feature even when you dislike the framing, because inventing your own vocabulary makes users do translation work.
What it returned
Fishkin kept the left to right political framing despite disliking it, on the grounds that marketers, advertisers and researchers already know it.
Sources
- Analyze Your Audience's Political & Media Behavior in SparkToroRand Fishkin · sparktoro.com · How Does SparkToro Determine Media and Political Account Affiliation? · 2020-10-30
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected