@steph_hay

Lean Content
Using words to acquire users
@steph_hay

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

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

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

People choose what
they understand
@steph_hay

http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg
http://4.bp.blogspot.com/_S7mRAnge4a8/S...
@steph_hay

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

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

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

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

http://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeg
http://blogs-images.forbes.com/johncl...
@steph_hay

BUSINESS GOAL:
Be chosen
@steph_hay

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

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

Having an understandable
message makes you
easier to choose
@steph_hay

MARKETING GOAL:
Be understood
@steph_hay

The “We/Me”
Orientation
@steph_hay
“We enable”
“We help”
“We are...”
http://www.platejoy.com/
@steph_hay

The “You”
Orientation
@steph_hay

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

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

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

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

TAKE
MY
MONEY
$$

http://goo.gl/1pnPZ
2.
Apply the mom test

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

3.
Ask users these questions
(a) Why did you [sign up]?

(b) Why [do] you keep coming back?
@steph_hay
@steph_hay

GROWTH GOAL:
Get found
@steph_hay

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

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

Specific, real-person problem

Generic, product marketing
@steph_hay

2.
Embrace the unsexy words
used in organic searches
Being found isn’t about selling or
educating or being cle...
@steph_hay

GOOGLE KEYWORD
PLANNER
@steph_hay
@steph_hay
@steph_hay

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

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

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

COMMON MISTAKES
That work against clarity.
@steph_hay
Lacking specifics or missing the “why”
http://en.bhuntr.com/
http://www.grata.com/
https://maillift.com/
https:/...
@steph_hay
Buried “A-ha” or “Why?”

https://beta.olset.com/
https://btcjam.com/
http://ubiome.com/
http://launchtrack.com/
@steph_hay
Not capitalizing on customers selling for you!
http://www.builk.com/
https://www.shopseen.com/
https://www.real...
@steph_hay
Prioritizing sign-up over the UX
http://www.weplann.com/
@steph_hay
Go read how TechCrunch describes you:
http://techcrunch.com/2013/10/29/500-startupsaccelerator-batch-7/
doodle.com/stephaniehay
http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg
Content for Startups
Content for Startups
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Content for Startups

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  • Awesome presentation, Stephanie. The burger metaphor doesn't resonate for me, though. I would have choose Iowa's best burger over McDonalds every time.
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Content for Startups

  1. 1. @steph_hay Lean Content Using words to acquire users
  2. 2. @steph_hay Utilizing messages to orient & engage users, increase conversions, & promote retention
  3. 3. @steph_hay http://bookofnorm.com/wtf.jpg
  4. 4. @steph_hay Using words that help people find you, understand you, and choose you
  5. 5. @steph_hay People choose what they understand
  6. 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. 7. @steph_hay Everything is “the best” Easy, New, Faster, Better, Simpler, Quicker, Stronger, More Powerful
  8. 8. @steph_hay https://populr.me/ http://www.3sourcing.com/ https://partender.com/ http://adespresso.com/
  9. 9. @steph_hay Everything is not “the best” Confusing, overwhelming, hard to use, buggy, frustrating, wtf
  10. 10. @steph_hay http://media.photobucket.com/image/recent/woofboy111/Food/meersstore5-15-09giantburger.jpg
  11. 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. 12. @steph_hay BUSINESS GOAL: Be chosen
  13. 13. @steph_hay Lean content speaks to the first-time user (not to you)
  14. 14. @steph_hay
  15. 15. @steph_hay “Sounds weird, but it’s accurate.”
  16. 16. @steph_hay Having an understandable message makes you easier to choose
  17. 17. @steph_hay MARKETING GOAL: Be understood
  18. 18. @steph_hay The “We/Me” Orientation
  19. 19. @steph_hay “We enable” “We help” “We are...” http://www.platejoy.com/
  20. 20. @steph_hay The “You” Orientation
  21. 21. @steph_hay http://sidelinesapp.com/ https://www.goodsplatform.com/site/landing http://equityzen.com/e/ http://wishplz.com/ http://www.zboardshop.com/
  22. 22. @steph_hay 3 things you can do to get your content understood
  23. 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. 24. @steph_hay http://goo.gl/1pnPZ
  25. 25. @steph_hay TAKE MY MONEY $$ http://goo.gl/1pnPZ
  26. 26. 2. Apply the mom test @steph_hay
  27. 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. 28. @steph_hay
  29. 29. @steph_hay Replace jargon with approachable, outcomeoriented language http://buzzstarter.com/ http://silvrpush.com/ http://www.viralgains.com/
  30. 30. @steph_hay 3. Ask users these questions (a) Why did you [sign up]? (b) Why [do] you keep coming back?
  31. 31. @steph_hay
  32. 32. @steph_hay GROWTH GOAL: Get found
  33. 33. @steph_hay 3 things you can do to get your content found
  34. 34. @steph_hay 1. Test messages in AdWords Write user-oriented messages to test for clicks (not conversions)
  35. 35. @steph_hay Specific, real-person problem Generic, product marketing
  36. 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. 37. @steph_hay GOOGLE KEYWORD PLANNER
  38. 38. @steph_hay
  39. 39. @steph_hay
  40. 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. 41. @steph_hay DROP THE CRAP Be proud of what’s real.
  42. 42. @steph_hay Learn (and use) the real-person words that make you easier to find, understand, and choose
  43. 43. @steph_hay COMMON MISTAKES That work against clarity.
  44. 44. @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/
  45. 45. @steph_hay Buried “A-ha” or “Why?” https://beta.olset.com/ https://btcjam.com/ http://ubiome.com/ http://launchtrack.com/
  46. 46. @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/
  47. 47. @steph_hay Prioritizing sign-up over the UX http://www.weplann.com/
  48. 48. @steph_hay Go read how TechCrunch describes you: http://techcrunch.com/2013/10/29/500-startupsaccelerator-batch-7/
  49. 49. doodle.com/stephaniehay http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg
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