Your SlideShare is downloading. ×
Content for Startups
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Content for Startups


Published on

Published in: Technology, Business

1 Comment
  • Awesome presentation, Stephanie. The burger metaphor doesn't resonate for me, though. I would have choose Iowa's best burger over McDonalds every time.
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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
  • 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
  • 7. @steph_hay Everything is “the best” Easy, New, Faster, Better, Simpler, Quicker, Stronger, More Powerful
  • 8. @steph_hay
  • 9. @steph_hay Everything is not “the best” Confusing, overwhelming, hard to use, buggy, frustrating, wtf
  • 10. @steph_hay
  • 11. @steph_hay
  • 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...”
  • 20. @steph_hay The “You” Orientation
  • 21. @steph_hay
  • 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
  • 25. @steph_hay TAKE MY MONEY $$
  • 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
  • 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
  • 41. @steph_hay DROP THE CRAP Be proud of what’s real.
  • 42. @steph_hay Learn (and use) the real-person words that make you easier to find, understand, and choose
  • 43. @steph_hay COMMON MISTAKES That work against clarity.
  • 44. @steph_hay Lacking specifics or missing the “why”
  • 45. @steph_hay Buried “A-ha” or “Why?”
  • 46. @steph_hay Not capitalizing on customers selling for you!
  • 47. @steph_hay Prioritizing sign-up over the UX
  • 48. @steph_hay Go read how TechCrunch describes you:
  • 49.