Sharpening your message
Write copy that answers the objections people actually raise, not the ones you assume.
Copy written from assumptions tends to answer questions nobody asked. This use case is about starting from what people really say, so the first thing a visitor reads is something they recognise.
The decision
What should your landing page, ad or email say first?
Start with their words, then test
A common mistake is to write the message first and test it afterwards. Testing only tells you whether the words you wrote work. It cannot tell you which words you missed. The better order is to collect the phrases customers use for the problem, the outcome they want and the doubts they have, then write from those, then test.
How Wisentry helps
Wisentry surfaces the objections and questions that come up repeatedly in public conversation, along with the words people use for them. You can write to those directly.
A walk-through (illustrative)
Suppose people keep asking whether a product will "actually last" and never use the word "durable", which is the word the founder planned to lead with. The founder could open the page with a plain answer to the question people really ask, and keep the other word out of the headline. Then they would try both versions against each other. The point is to start from the customer's phrasing, and to keep any claim you cannot back up out of the copy.
What a message has to do
A message works when a visitor quickly understands the offer, believes it, and wants it. If any one is missing, visitors leave. Objections matter for the second one: an unanswered doubt is a reason not to believe.
- Lead with the problem in their words.
- Answer the most repeated objection near the top, not in a footer.
- Back every claim with something you can show. Our blog post on keeping product facts clear covers why plain, consistent facts matter.
What you take away
- A ranked view of recurring objections
- Phrases customers use, which you can echo
- A list of claims you would need evidence for
Watch out for
- Quoting a phrase you cannot trace back to a real source.
- Writing for people who already like you. Prospects who chose something else need convincing too.
- Treating one round of testing as final.
Use the language as a starting draft and test it. What people say in public is not always what they do at checkout. Once you have two or three versions, picking your first experiments helps you order the tests.
Example only, not a customer story.
