The State Changers discussed the design of a landing page for a service aimed at smaller service-based businesses lacking deep data knowledge and resources. The service offers a data-driven approach to business coaching. Their discussion touched on refining the messaging on the landing page, with a focus on keeping things simple and relatable for the target audience. There was emphasis on identifying 'pain points', 'emotions', and focusing on one single problem and its solution. The concept of weaving a story in the marketing message was stressed, highlighting that the product was less crucial than communicating the bigger thesis or idea. The conversation turned into a critique session where specific suggestions on revamping the landing page were provided, like ‘social proof’ importance, moving from jargon to language understandable for prospective clients. The meeting concluded with the advice on refining the one main 'buy-in' point necessary for users to decide to utilize the service. No specific software or technical tools were mentioned in this transcript.
(Source: Guest Speaker - Mitch Van Dusen on Marketing 9/13/2023 )
