What makes your messaging stand out from competitors isn’t the simple task of stringing together a lovely sequence of words and putting pen to paper - it’s the constant evolution and iteration, rooted in testing and market research, that ultimately sets your marketing apart. In order to know how to reach your target audience, you’re going to have to get customer insights and collect the data and feedback necessary to prove why your product is valuable, how it differs from others on the market, and what language best resonates with your customer.