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Changing a few words can make huge differences in conversion.
It is known as language/market fit - Using the right words to explain your product or service that resonates with prospective customers.
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%.
Once you get the language/market fit right, it makes everything easier.
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.
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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