Finding Language/Market Fit: Introduction
Curated from: review.firstround.com
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Why some headlines convert 10X better
Changing a few words can make huge differences in conversion.
For example:
Popsa
- Old phrasing: Fast Easy Photo Books
- New phrasing: Photo books in 5 minutes
Peer Medical
- Old phrasing: Lung cancer treatment data personalised for you.
- New phrasing: "This is hope. This tool shows me other lung cancer treatments in case my current drug stops working."
It is known as language/market fit - Using the right words to explain your product or service that resonates with prospective customers.
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Language/market fit is under-appreciated
Early startups often underappreciate language/market fit. Instead, they focus on finding product/market fit as refining language seems like "marketing", which is usually left for a later priority.
However, not prioritising language/market fit can create difficulties, such as your ads can't pay for themselves, your marketers struggle to deliver results despite their previous success with other companies. Your salespeople struggle to sell your product.
On the other hand, companies with language/market fit usually get conversion rates of 8% - 40%.
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Language/market fit is the lead domino
Once you get the language/market fit right, it makes everything easier.
- It helps you to understand and size your market,
- it narrows on what to build,
- it validates demand and
- demonstrates traction.
The business impact is sharp, not gradual.
Founders should first find language/market fit before chasing product/market fit or focusing on AdWords or Facebook. Without it, nothing else will really work.
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IDEAS CURATED BY
CURATOR'S NOTE
If you’re struggling to find a product/market fit, figure out what “looks like food” to your prospects. Find the language/market fit first and everything else will be much easier.
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Nina Alvarez's ideas are part of this journey:
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