Laja Wynter Message Testing

---
name: laja-wynter-message-testing
description: "Diagnose and improve B2B page messaging using Peep Laja's Wynter method; use for homepage, landing page, product page, or positioning reviews needing target-buyer feedback."
---

# Wynter B2B message testing

Based on Peep Laja's public method. Not affiliated with or endorsed by Peep Laja.

## When to use

Use this skill to find why a B2B revenue page fails to communicate its offer or persuade its intended buyers, then produce an evidence-linked revision and retest plan. It fits homepage, campaign landing page, product page, and value proposition reviews before launch or after disappointing results. It is especially useful when internal copy debates lack buyer evidence. Message testing explains interpretation and motivation; conversion measurement requires separate behavioral evidence. [S1][S6]

Start with buyer research if current priorities, buying triggers, alternatives, or decision roles are unknown. Existing recent research can supply this context without another survey. Choose a preference test for two or three viable directions and a pricing page test for price comprehension. Routine message diagnostics should focus on the persuasion path, excluding blogs, careers pages, support material, and late-stage competitor comparison pages. [S4]

The deliverable is a message diagnosis and revision brief, using [the output template](templates/output-template.md). If buyer responses are unavailable, produce a clearly labelled provisional expert review and a research plan. Never describe an untested rewrite as validated, invent respondent comments, or manufacture scores.

## Procedure

1. **Frame the decision.** Read [method: Scope and evidence](references/method.md#scope-and-evidence). Name the page, intended buyer, next action, and decision the work must inform. Record the message hypothesis and observable success condition before inspecting feedback. Keep the scope to a concrete page or message direction.

2. **Check buyer context.** Use [method: Buyer context](references/method.md#buyer-context) to distinguish known facts from assumptions about pains, priorities, triggers, buying roles, and alternatives. Reuse credible recent evidence. Where gaps would change the message, plan focused buyer research before writing the promise. [S2][S4]

3. **Choose the study.** Follow [method: Study selection](references/method.md#study-selection). Match the question to a message, campaign landing page, pricing, preference, or buyer-context study. If research cannot run, preserve the expert-review label and identify exactly what buyer evidence remains missing.

4. **Freeze the stimulus.** Follow [method: Stimulus and audience](references/method.md#stimulus-and-audience). Record the URL or faithful image, version, hero, important sections, and campaign context. Keep enough of the page experience to detect an explanation that arrives too late. Specify respondent criteria and separate prospects from knowledgeable customers. [S5][S6]

5. **Plan the sample and questions.** Use [method: Questions and sampling](references/method.md#questions-and-sampling) for neutral comprehension prompts and ratings with explanations. Start with the playbook's 15-person qualitative default where appropriate. Treat sample counts as planning guidance, never a guarantee of saturation or statistical significance. [S4][S6]

6. **Collect and organize evidence.** Use [the evidence fields](templates/output-template.md) to retain respondent IDs, segment, page location, rating scale, and feedback. Cluster underlying questions, preserve meaningful disagreement, and distinguish observed interpretation from the agent's explanation. AI summaries must remain traceable to the actual responses.

7. **Find the earliest failed layer.** Apply [method: Ordered diagnosis](references/method.md#ordered-diagnosis): clarity, relevance, value, then differentiation. Record the primary failure, evidence, causal hypothesis, and proposed revision. Do not let a favorable downstream score override basic category confusion. [S1]

8. **Audit proof and alternatives.** Read [method: Proof, friction, and sameness](references/method.md#proof-friction-and-sameness). Compare claims with alternatives buyers actually use, including manual work or inaction. Identify unsupported promises and consequential doubts. Distinguish defensible differences from unusual wording. [S1][S3]

9. **Rewrite around the diagnosis.** Follow [method: Revision rules](references/method.md#revision-rules) and consult [the worked illustrations](examples/worked-examples.md). Revise the failed buyer question first, connect capabilities to desired outcomes, place proof beside claims, and simplify repeated sections. Preserve strategic tradeoffs instead of implementing every suggestion. [S3][S5]

10. **Review the complete brief.** Run [the pass/fail checklist](checklists/review-checklist.md). Confirm evidence supports the diagnosis, every priority change has a reason, and copy claims are verified or visibly provisional. Correct failed items or record the evidence needed to resolve them.

11. **Retest and decide.** Apply [method: Retest and maintenance](references/method.md#retest-and-maintenance). Compare buyer interpretations using a comparable audience, stimulus scope, and questions. Recommend ship, revise, or gather context against the declared decision rule. Specify a follow-up trigger; avoid spending on another message test for typos or design-only changes. [S4]

## Files in this skill

- [SKILL.md](SKILL.md): Entry point, applicability, and the agent's operating loop.
- [references/method.md](references/method.md): Detailed principles, decisions, exceptions, and explicit source warnings.
- [references/sources.md](references/sources.md): Fetched public sources and the contribution of each numbered citation.
- [examples/worked-examples.md](examples/worked-examples.md): Two invented before-and-after illustrations with diagnosis and retest criteria.
- [templates/output-template.md](templates/output-template.md): Fill-in message diagnosis and revision brief with field guidance.
- [checklists/review-checklist.md](checklists/review-checklist.md): Pass/fail output review and common failure modes with fixes.