1. @steph_hay
Lean Content
Using words to acquire users

2. @steph_hay
Utilizing messages to
orient & engage users,
increase conversions,
& promote retention

3. @steph_hay
http://bookofnorm.com/wtf.jpg

4. @steph_hay
Using words that
help people find you,
understand you,
and choose you

5. @steph_hay
People choose what
they understand

6. @steph_hay
http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg
http://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg

7. @steph_hay
Everything is
“the best”
Easy, New, Faster, Better, Simpler,
Quicker, Stronger, More Powerful

8. @steph_hay
https://populr.me/
http://www.3sourcing.com/
https://partender.com/
http://adespresso.com/

9. @steph_hay
Everything is not
“the best”
Confusing, overwhelming, hard
to use, buggy, frustrating, wtf

10. @steph_hay
http://media.photobucket.com/image/recent/woofboy111/Food/meersstore5-15-09giantburger.jpg

11. @steph_hay
http://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeg
http://blogs-images.forbes.com/johnclarke/files/2012/07/ronald_mcdonald_jumping1-1.jpg

12. @steph_hay
BUSINESS GOAL:
Be chosen

13. @steph_hay
Lean content speaks to
the first-time user
(not to you)

14. @steph_hay

15. @steph_hay
“Sounds weird,
but it’s accurate.”

16. @steph_hay
Having an understandable
message makes you
easier to choose

17. @steph_hay
MARKETING GOAL:
Be understood

18. @steph_hay
The “We/Me”
Orientation

19. @steph_hay
“We enable”
“We help”
“We are...”
http://www.platejoy.com/

20. @steph_hay
The “You”
Orientation

21. @steph_hay
http://sidelinesapp.com/
https://www.goodsplatform.com/site/landing
http://equityzen.com/e/
http://wishplz.com/
http://www.zboardshop.com/

22. @steph_hay
3 things you can do
to get your content
understood

23. @steph_hay
1.
Pitch everyone who’ll listen
(a) Watch for “a-ha” body language
(b) Write down their questions
(c) Iterate to get to (a) faster

24. @steph_hay
http://goo.gl/1pnPZ

25. @steph_hay
TAKE
MY
MONEY
$$
http://goo.gl/1pnPZ

26. 2.
Apply the mom test
@steph_hay

27. @steph_hay
2.
Apply the mom test
If you’d feel like a tool saying it your
mom, you probably sound like a
tool. Unless your audience is
full of tools.
Otherwise, prioritize clarity,
always.

28. @steph_hay

29. @steph_hay
Replace jargon with approachable, outcomeoriented language
http://buzzstarter.com/
http://silvrpush.com/
http://www.viralgains.com/

30. @steph_hay
3.
Ask users these questions
(a) Why did you [sign up]?
(b) Why [do] you keep coming back?

31. @steph_hay

32. @steph_hay
GROWTH GOAL:
Get found

33. @steph_hay
3 things you can do
to get your content
found

34. @steph_hay
1.
Test messages in AdWords
Write user-oriented messages
to test for clicks (not conversions)

35. @steph_hay
Specific, real-person problem
Generic, product marketing

36. @steph_hay
2.
Embrace the unsexy words
used in organic searches
Being found isn’t about selling or
educating or being clever -it’s about being found

37. @steph_hay
GOOGLE KEYWORD
PLANNER

38. @steph_hay

39. @steph_hay

40. @steph_hay
3.
Look at Entry Points and
Top Content in GA
Write more of what visitors are
looking at ... attract more people

43. @steph_hay
DROP THE CRAP
Be proud of what’s real.

44. @steph_hay
Learn (and use) the
real-person words
that make you easier
to find, understand,
and choose

45. @steph_hay
COMMON MISTAKES
That work against clarity.

46. @steph_hay
Lacking specifics or missing the “why”
http://en.bhuntr.com/
http://www.grata.com/
https://maillift.com/
https://salesbeach.com/
https://www.cityblis.com/

47. @steph_hay
Buried “A-ha” or “Why?”
https://beta.olset.com/
https://btcjam.com/
http://ubiome.com/
http://launchtrack.com/

48. @steph_hay
Not capitalizing on customers selling for you!
http://www.builk.com/
https://www.shopseen.com/
https://www.realtyshares.com/
https://popbasic.com/
http://carreirabeauty.com/

49. @steph_hay
Prioritizing sign-up over the UX
http://www.weplann.com/

50. @steph_hay
Go read how TechCrunch describes you:
http://techcrunch.com/2013/10/29/500-startupsaccelerator-batch-7/

51. doodle.com/stephaniehay
http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg