User-generated content
What it means
Different people influence the purchase in different ways. Messaging should match the role, risk, and outcome each person cares about.
The useful version of this topic is not theoretical. It should change something visible: the customer you choose, the words on the page, the offer in the email, the onboarding step you remove, or the metric you watch every week.
A good test is whether a founder could use this page and do something before lunch. If the answer is no, the topic is still too abstract.
Actions
Start with the smallest action that creates contact with reality. For early distribution, reality usually means a buyer, a user, a search result, a conversation, or a payment.
- Identify what this person wants from the product.
- List their objections and proof needs.
- Create copy and sales material for their role in the deal.
Measure
Measure the signal closest to customer progress. Vanity numbers are allowed only if they predict something better later.
- Persona reply rate
- Deal progression
- Internal referral rate
Template
Search query: [what the buyer types] Intent: [learn, compare, buy, replace, template, troubleshoot] Page promise: [what this page will help them do] Proof: [example, data, screenshot, benchmark, or case study] Next step: [related guide, template, demo, or signup]