Finding Product-Message Fit

I launched Norte with a clear mission: help people stop buying insurance they already have.

The message was true. I was solving that problem for my myself and friends, but it didn’t convert.

Week 1-4: Organic growth was solid. 70+ signups with just a few posts on LinkedIn.

Week 5: I wanted to scale distribution with a Google Ads campaign.

But 600 clicks later, and great CTR, no a single conversion...

I believed in Norte so I didn't give up. After talking with people, and reviewing my funnel, it was clear to me: The way I am framing the problem was the issue.

People don't want to be told what not to do. They want to discover what they already had.

So I changed the story from loss to gain:

“Find $2,000+ in hidden benefits you already own.”

I also showed the actual product instead of a lifestyle image in my hero section.

And within 24 hours, signups started to move again.

The next 100 clicks from the same Google Ads campaign? 4 signups.

Lesson learned:

• Sometimes you don’t need to pivot the product.

• You just need to rebuild the message.

New categories don’t need hype. They need education and clarity.

Still building. Still learning. Still Norte.