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Messaging matrix for personalized landing pages
A messaging matrix lists, for each audience and stage, the pain, the promise, the proof and the call to action you are allowed to use. It is the source every personalized headline and CTA is written from.
When to use it: Use it before writing variants for several audiences, and as the reference legal, product marketing and sales agree on.
Matrix
| Audience | Stage | Pain in their words | Promise | Proof you can back up | CTA | Words to avoid |
|---|---|---|---|---|---|---|
| [Head of growth, B2B SaaS] | [Problem aware] | [Our ads are specific, our landing page is generic] | [Every visitor sees the message they clicked on] | [Product demo, integration list] | [Try it on your own page] | [Guaranteed, best, #1] |
| [Agency account lead] | [Comparing tools] | [Building a page per client campaign does not scale] | [Personalize client pages without rebuilding them] | [Client management features] | [Book a demo] | [Claims about other clients' results] |
| [Demand gen manager] | [Ready to buy] | [Need to justify the spend] | [Test against your original page before you commit] | [Free plan, A/B testing] | [Start free] | [Unverified numbers] |
How to fill it in
- Take pains from sales call notes, reviews and search terms, in the customer's words.
- Write a promise only if the product delivers it today.
- List proof you can link to or show. If there is none, leave the cell empty rather than inventing it.
- Agree the "words to avoid" column with legal and brand before anyone writes variants.
Automate this in GetIntent
GetIntent's brand voice settings hold your tone, preferred keywords and restricted keywords, and apply them to every personalization it generates. Rules add audience-specific instructions taken straight from the matrix.