Message-market fit is the benefit you describe matching the problem your target audience actually cares about. Even with the right product and the right audience, the advertising will not work if the message is wrong. When the fit lands, click-through rate, conversion rate and repeat purchase rise at the same time; these are not independent improvements.
The fastest way to find the fit is to ask the customer: a one-question post-purchase survey, support conversations and product reviews are the raw material of the message. Putting the customer's own sentence into the ad usually works better than a benefit written in agency language. The typical sign of a mismatch is high clicks with low conversion; the ad draws interest but the promise is not met on the page. The same product needs a different message for different segments; a professional salon and a consumer using it at home are not persuaded by the same sentence.
The fastest way to find the fit is to ask the customer: a one-question post-purchase survey, support conversations and product reviews are the raw material of the message. Putting the customer's own sentence into the ad usually works better than a benefit written in agency language. The typical sign of a mismatch is high clicks with low conversion; the ad draws interest but the promise is not met on the page. The same product needs a different message for different segments; a professional salon and a consumer using it at home are not persuaded by the same sentence.
The fastest way to find the fit is to ask the customer: a one-question post-purchase survey, support conversations and product reviews are the raw material of the message. Putting the customer's own sentence into the ad usually works better than a benefit written in agency language. The typical sign of a mismatch is hi…
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