In almost every form on SaaSsy’s website and campaigns, we ask: “Which of these symptoms have you seen in your company”?

• Generic awareness campaigns

• Marketing to one stakeholder

• Sales and marketing misaligned

• Waiting for form fills

• Shallow lead-based attribution

Almost always, “Generic campaigns” and “Marketing to one stakeholder” are selected.

And these are actually symptoms.

The root cause is that, for years, doing more of the same worked:

• speaking to “everyone” was easier

• personas could be shallowly defined

• rarely going deep into the persona’s problems we can solve

Doing more of the same feeds an outdated culture that only deepens the issue:

1. The illusion of “awareness campaigns”

I’ve literally seen a company burn $1 million in awareness campaigns… TWICE!

And the report they got back was: reach, impressions, clicks.

Although millions of people read Forbes’ articles every month, how many are actually your ICP, personas, and have the problems you can solve?

2. Strategies become “channel-led”, instead of strategy-led

Not having an in-depth message guide for your marketing leaves you only with the logical features and benefits you can offer.

The result is that the same message is pushed everywhere to anyone…

… and becomes irrelevant everywhere to everyone.

Then we end up measuring which channels perform the least badly.

And channels, which should be used tactically, become “the strategy”.

Now let’s do an experiment.

Instead of me telling you how to create an effective message guide, we’ll reverse-engineer: from your ads to what matters.

I created the EdTech-specific Message Quality Score.

What it does?

It follows all 14 steps we use at SaaSsy to create our clients’ message guides to:

• Score your ad, email, landing page, post, etc

• Break down into 11 diagnosis criteria and suggestions

• Evaluate what’s working and what’s missing

• Give you full rewrite suggestions

And it literally only takes one minute to run.

It’s not a generic AI prompt anyone can do.

I personally worked on this for over a month to get it right and free for any EdTech to use.

Here’s what we scored an ELLUCIAN ad: (see the full non-gated result)

Here’s what we scored an INSTRUCTURE ad: (see the full non-gated document)

So here’s my offer:

Score your Ads, Emails, Landing Pages and see where your message is likely failing.

Fix them and re-publish.

Cheers!
Rod