The swap test for your homepage headline
Put a competitor's name in your headline. If it still works, you are competing on price. How to run the swap test, read the four bands, and fix a generic line.
Why your website isn't converting
Most quiet sites fail the five-second test and the swap test. Diagnose conversion with coverage, consistency, distinctiveness and resonance, then fix the lowest reading first.
How to write a brand promise statement
One dated sentence: benefit, audience and how. Run the swap test, place it on every key surface, then score fidelity to it.
Message-market fit vs promise-market fit
Message-market fit is about cold buyers understanding your pitch. Promise-market fit is about belief in a dated promise scored on the Promise Index. How they differ and what to fix first.
What is promise-market fit?
Promise-market fit is the stage after product-market fit, where the market believes your promise, not just your product. Definitions of market fit, purpose-market fit and promise-market fit.
Product-market fit vs brand market fit
Product-market fit means the market wants what you built. Brand or promise-market fit means the market believes what you stand for. How they differ, how to tell which you have, and what to fix first.
How to measure market fit for a small business
A practical way for small businesses to measure market fit from public evidence: write the promise, score coverage, consistency, distinctiveness and resonance out of 25 each, then pick one move.
Market fit audit checklist
A free market fit audit checklist: promise sentence, coverage, consistency, distinctiveness, resonance, the four whys and your one move. Printable and downloadable.
How personal brands find market fit
For a personal brand, the person is the asset, not the role. Five lenses to find personal brand market fit, and how to score whether the market believes your promise.
Free market fit self-score
Twelve questions, two minutes, a rough number out of one hundred. Runs in your browser; nothing is sent anywhere.