If your landing page names six audiences, is that positioning or is it hedging?
My landing page names six different kinds of customer. Six cards, each with its own headline and its own reason this is for you. The thing behind them does exactly one job, and it does it identically no matter which of the six you happen to be.
I wrote the six on purpose. The logic was that a stranger scrolling wants to see themselves on the page, and one generic line does that for nobody. Recognition is cheap to add and it feels like it ought to help.
I've started to think the six cards are doing the opposite. A page that speaks to six people can read like it was written for none of them, and the more specific each card gets, the more obvious it is that nothing underneath changes when you pick one.
Three moves I've looked at and not made.
Cut to one audience. Cleanest read, sharpest page — but I'd be turning away people who might be the best fit, and I don't have the data to know which one to keep.
Keep six and branch the product. Honest, and expensive. Weeks of work to build six paths that are mostly the same path.
Keep six and stop implying they're different. Say plainly that it's one tool and here are six things people do with it. Least impressive version, probably the most accurate one.
What I can't measure is which of the six the people who do arrive actually are. Nothing in the flow asks, and I'm not putting a question in front of someone who hasn't seen the thing work yet.
So: when your page names more audiences than your product distinguishes between, is that positioning, or is it a way of not deciding?
Replies
I wouldn’t build six paths until the data proves they're needed . Positioning should probably come before product branching, not the other way around.
Dial
the thing you said you can't measure is actually the cheapest of the three moves to go get, before committing to any of them. drop a single one-click question on the page itself - "which of these are you" with your six labels as options, no email required, just a click that logs which card resonated. you don't need to touch the product or rewrite the copy to run it for two weeks. if 90% of clicks land on two labels, you've got your answer on cutting to one audience with actual data instead of a guess. if they spread evenly across all six, that's your case for stop implying they're different, since nobody's self-selecting into a niche anyway. right now you're choosing blind between three expensive options when the missing input costs you almost nothing to collect.
Hi there!
It's hard to comment accurately on this without knowing what your product is.
As a copywriter, I'd say you're correct that if you're naming six different types of people, not only will it look like it's not written for anyone in particular, but you're audience will feel that. Doing so weakens the copy.
Understandably, you want to attract as many customers as possible, but I don't understand why you'd name more audiences than your product distinguishes between. If you've made a product for three different types of people, for instances, why would you name six?
Ideally, you want to target one type of customer so you can really tap into what their needs, emotions, etc.... really speak to them.
Would you be able to A/B test some landing pages, run some analytics and see which approach works best?