Message Match throughout Lifecycle Communication

You need to ensure message match between ads and landing pages.

The same applies to automated journeys...

Here's how it feels when a company maintains message match, while being adaptive:

1. You have a dog, and you see a video ad for a new, customized dog food provider

2. You click the ad, because they seem legit, and offer free samples for a limited time

3. The page you land on has design, messaging and calls to action that match the ad

4. The form (below all the social proof) asks about your dog. Stuff like breed, name, age, activity level, taste preferences, diet restrictions, and health issues (if any)

5. After you fill out the form, you get a "thank you" email saying that your free sample is being formulated based the info provided and expert knowledge

6. Two days after, you get an email saying that *Fido*'s custom food sample has been shipped

7. A day later you get an email stating that the sample should be there any day now, along with the story behind the brand

8. You receive a well-designed package with the free sample, a custom feeding cup, and a nice bowl with *Fido* printed on it

9. You also get a list of key benefits you should expect after following the recommended feeding plan for x weeks / months

10. You feed Fido 1/4 of the sample pack as directed, and he loves it

11. Two days later, you get an email requesting *Fido*'s feedback on his new (hopefully) favorite meal

12. Because you give an amazing score on behalf of Fido, you are recommended to buy a month's supply

13. When you go the checkout, you see you can save money and the environment by buying 3 months of food at once

14. Once you jump on that offer, you find out you can save even more, and get a free annual vet-check-up at any partner location, to check the need for reformulation

15. Since you want to do what's best for Fido, and you can pause or cancel the subscription any time, you decide to pull the trigger

16. Shipments keep coming, and you pause if needed. On Fido's birthday you get a birthday card and a cool gift

17. At the free, annual Partner Vet appointment, you're told everything's perfect, so you keep going with the feeding

18. Now you're truly convinced this is your long term source of nutrition for Fido, so you sign up for the annual plan with full health check-ups and custom snack packs included

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This example shows how trust and interest gradually grows, and how commitment grows with it.

You need to maintain message match throughout your communication, so you don't get in the way of your customers.

Are you as relevant as customized dog food? 🐕