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Lean Content: Testing Marketing Copy (Instead of Spinning Your Wheels)
 

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

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) Lean Content: Testing Marketing Copy (Instead of Spinning Your Wheels) Presentation Transcript

    • @steph_hay Lean ContentUsing words to acquire users 12.03.12
    • @steph_hayUtilizing messages toorient & engage users,increase conversions,& promote retention
    • @steph_hayhttp://bookofnorm.com/wtf.jpg
    • @steph_hayUsing words thathelp people find you,understand you,and choose you
    • @steph_hayPeople choose what they understand
    • @steph_hay http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpghttp://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg
    • @steph_hay Everything is “the best”Easy. Innovative. Most. Powerful. Beautiful. Fast.Affordable. Intuitive. Efficient. Effective. Secure. Award-winning. Cross-platform. Simple.
    • @steph_hay Everything is not “the best” Disappointing. Buggy. Cancel. Refund. Cluttered.Overwhelming. Crap. Incompatible. Doesn’t work.Unusable. Impossible. Frustrating. Difficult. Spammy.
    • @steph_hayhttp://media.photobucket.com/image/recent/woofboy111/Food/meersstore5-15-09giantburger.jpg
    • @steph_hay http://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeghttp://blogs-images.forbes.com/johnclarke/files/2012/07/ronald_mcdonald_jumping1-1.jpg
    • @steph_hayBUSINESS GOAL: Be chosen
    • @steph_hayLean content speaks to the first-time user (not to you)
    • @steph_hay
    • @steph_hay “Sounds weird,but it’s accurate.”
    • @steph_hayHaving an understandable message makes you easier to choose
    • @steph_hayMARKETING GOAL: Be understood
    • @steph_hay3 things you can doto get your content understood
    • @steph_hay1.Pitch everyone who’ll listen(a) Watch for “a-ha” body language(b) Write down their questions(c) Iterate to get to (a) faster
    • @steph_hay http://goo.gl/1pnPZ
    • @steph_hay TAKE MYMONEY $$ http://goo.gl/1pnPZ
    • @steph_hay2.Apply “The Mom Test”
    • @steph_hay2.Apply “The Mom Test”If you’d feel like a tool saying it yourmom, you likely sound like a toolPrioritize clarity, always
    • @steph_hay
    • @steph_hay3.Ask users these questions(a) Why did you [sign up]?(b) Why [do] you keep coming back?
    • @steph_hay
    • @steph_hayGROWTH GOAL: Get found
    • @steph_hay3 things you can doto get your content found
    • @steph_hay1.Test messages in AdWordsWrite user-oriented messagesto test for clicks (not conversions)
    • @steph_haySpecific, real-person problem Generic, product marketing
    • @steph_hay2.Embrace the unsexy wordsused in organic searchesBeing found isn’t about selling oreducating or being clever --it’s about being found
    • @steph_hay
    • @steph_hay
    • @steph_hay3.Look at Entry Points andTop Content in GAWrite more of what visitors arelooking at ... attract more people
    • @steph_hayDROP THE CRAP Be proud of what’s real
    • @steph_hayLearn (and use) thereal-person wordsthat make you easierto find, understand,and choose
    • stephaniehay.com http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg