Lean Content: Testing Marketing Copy (Instead of Spinning Your Wheels)
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Stephanie Hay, FastCustomer, Lean Content: Testing Marketing Copy (Instead of Spinning Your Wheels) @ The Lean Startup Conference 12/3/12
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Lean Content: Testing Marketing Copy (Instead of Spinning Your Wheels)
- 1. @steph_hay Lean Content Using words to acquire users 12.03.12
- 2. @steph_hay Utilizing messages to orient & engage users, increase conversions, & promote retention
- 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. Innovative. Most. Powerful. Beautiful. Fast. Affordable. Intuitive. Efficient. Effective. Secure. Award-winning. Cross-platform. Simple.
- 8. @steph_hay Everything is not “the best” Disappointing. Buggy. Cancel. Refund. Cluttered. Overwhelming. Crap. Incompatible. Doesn’t work. Unusable. Impossible. Frustrating. Difficult. Spammy.
- 10. @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
- 11. @steph_hay BUSINESS GOAL: Be chosen
- 12. @steph_hay Lean content speaks to the first-time user (not to you)
- 13. @steph_hay
- 14. @steph_hay “Sounds weird, but it’s accurate.”
- 15. @steph_hay Having an understandable message makes you easier to choose
- 16. @steph_hay MARKETING GOAL: Be understood
- 17. @steph_hay 3 things you can do to get your content understood
- 18. @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
- 19. @steph_hay http://goo.gl/1pnPZ
- 20. @steph_hay TAKE MY MONEY $$ http://goo.gl/1pnPZ
- 21. @steph_hay 2. Apply “The Mom Test”
- 22. @steph_hay 2. Apply “The Mom Test” If you’d feel like a tool saying it your mom, you likely sound like a tool Prioritize clarity, always
- 23. @steph_hay
- 24. @steph_hay 3. Ask users these questions (a) Why did you [sign up]? (b) Why [do] you keep coming back?
- 25. @steph_hay
- 26. @steph_hay GROWTH GOAL: Get found
- 27. @steph_hay 3 things you can do to get your content found
- 28. @steph_hay 1. Test messages in AdWords Write user-oriented messages to test for clicks (not conversions)
- 29. @steph_hay Specific, real-person problem Generic, product marketing
- 30. @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
- 31. @steph_hay
- 32. @steph_hay
- 33. @steph_hay 3. Look at Entry Points and Top Content in GA Write more of what visitors are looking at ... attract more people
- 36. @steph_hay DROP THE CRAP Be proud of what’s real
- 37. @steph_hay Learn (and use) the real-person words that make you easier to find, understand, and choose
- 38. stephaniehay.com http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg