Article · 13 min read

What is Message Testing in Marketing and How To Do It

Peep Laja · Wynter Free Intermediate

The actual method: which five dimensions to score, the open questions that get useful answers, and why you test section by section instead of judging a whole page. Laja's claim that a third to half of your messaging is not landing is a good reason to start.

• Assume 30 to 50 percent of your messaging is not landing with the audience at all.
• Test five components: clarity, relevance, value, differentiation, and brand.
• Score each on a 1 to 5 Likert scale plus open-ended questions, so you get the why alongside the rating.
• Done manually, one message test takes a week or two, which is why most teams skip it.