• Save
Stephanie Hay - Lean Startup Conference 2012
Upcoming SlideShare
Loading in...5
×
 

Stephanie Hay - Lean Startup Conference 2012

on

  • 16,143 views

 

Statistics

Views

Total Views
16,143
Views on SlideShare
7,244
Embed Views
8,899

Actions

Likes
25
Downloads
0
Comments
2

27 Embeds 8,899

http://learni.st 4335
http://www.scoop.it 4115
http://jthcurated.wordpress.com 114
https://twitter.com 82
http://www.jamroo.ms 65
http://taghuddle.com 48
http://leancontent.scoop.it 32
http://freethinker.addinq.uy 27
http://kred.com 20
http://speakerrate.com 12
http://staging.learni.st 8
http://sprmario.tumblr.com 6
http://source.sportngin.com 6
http://twitter.com 5
http://localhost 4
http://www.taghuddle.com 3
https://twimg0-a.akamaihd.net 3
http://flavors.me 3
http://tweetedtimes.com 2
https://www.facebook.com 2
http://www.diffbot.com&_=1358493780781 HTTP 1
http://www.diffbot.com&_=1358493771371 HTTP 1
http://0.0.0.0 1
http://www.facebook.com 1
http://www.diffbot.com&_=1354818682515 HTTP 1
http://www.diffbot.com&_=1354818668857 HTTP 1
http://www.pinterest.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Stephanie Hay - Lean Startup Conference 2012 Stephanie Hay - Lean Startup Conference 2012 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