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5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

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Get a behind-the-scenes peek at how HubSpot Sales tripled their revenue with copywriting and sales automation. You'll learn how Scott Tousley, Senior Marketer at HubSpot, leveraged psychological research to accelerate growth. You'll walk away with 5 copywriting frameworks to help you generate more leads, nurture leads into customers, and turn customers into promoters.

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5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

  1. 1. #INBOUND17 5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue Scott Tousley Head of Growth & Acquisition @ NEW HUBSPOT PRODUCT (!) San Diego, CA
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  3. 3. #INBOUND17 Jan 2015 Revenue Jan 2017
  4. 4. #INBOUND17 “Triple digit increase” Revenue Jan 2015 Jan 2017
  5. 5. #INBOUND17 “Triple digit increase” When we began experimenting with sales copywriting and automation Revenue Jan 2015 Jan 2017
  6. 6. #INBOUND17 DISCLAIMER Copywriting ≠ Growth
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  8. 8. #INBOUND17 Copywriting = Growth DISCLAIMER Product + UX + Sales + Copywriting + Academy + Support + Leadership + Recruiting + Training + many other things
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  10. 10. #INBOUND17 The Pareto Law of Copywriting1
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  14. 14. #INBOUND17 The Pareto Law (or 80/20 rule) Roughly 80% of output comes from 20% of input
  15. 15. #INBOUND17 80% results20% effort Image credit: https://upload.wikimedia.org/wikipedia/commons/b/bb/Timothy_Ferriss.jpg
  16. 16. #INBOUND17 80% results20% effort
  17. 17. #INBOUND17 How can we apply this to HubSpot Sales?
  18. 18. #INBOUND17 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort
  19. 19. #INBOUND17 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort
  20. 20. #INBOUND17 Qualitative Quantitative
  21. 21. #INBOUND17 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort
  22. 22. #INBOUND17 “I wish I could …” “It’s frustrating when …” “I’m concerned that …” DREAMS PAINS BARRIERS
  23. 23. #INBOUND17 DREAMS PAINS BARRIERS
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  25. 25. #INBOUND17 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort
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  28. 28. #INBOUND17 100%+ CVR Source: https://blog.hubspot.com/marketing/customer-driven-copy-conversions
  29. 29. #INBOUND17 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort
  30. 30. #INBOUND17 Challenge #1: Schedule one customer interview by Friday 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort DREAMS PAINS BARRIERS
  31. 31. #INBOUND17 The Zeigarnik Effect2
  32. 32. #INBOUND17 $630,710,000,000
  33. 33. #INBOUND17 $630,710,000,000 1 2 3 TV & Movie industry Live Events industry Software industry
  34. 34. #INBOUND17 $630,710,000,000
  35. 35. #INBOUND17 The Zeigernik Effect It’s psychologically uncomfortable to not finish something we’ve started.
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  39. 39. #INBOUND17Image credit: https://upload.wikimedia.org/wikipedia/commons/b/bb/Timothy_Ferriss.jpg
  40. 40. #INBOUND17
  41. 41. #INBOUND17
  42. 42. #INBOUND17
  43. 43. #INBOUND17
  44. 44. #INBOUND17 The Zeigernik Effect It’s psychologically uncomfortable to not finish something we’ve started.
  45. 45. #INBOUND17
  46. 46. #INBOUND17
  47. 47. #INBOUND17
  48. 48. #INBOUND17 + 20% DAUs (Daily Active Users)
  49. 49. #INBOUND17 How can we apply this to HubSpot Sales?
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  52. 52. #INBOUND17
  53. 53. #INBOUND17 2.3x CTR
  54. 54. #INBOUND17 Challenge #2: Run a “Zeigernik Effect” A/B test in next email Version A Version B Story Story Don’t share endingShare ending
  55. 55. #INBOUND17 F.O.M.O.3
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  58. 58. #INBOUND17
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  60. 60. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  61. 61. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  62. 62. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  63. 63. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  64. 64. #INBOUND17 What is my life purpose?
  65. 65. #INBOUND17 What is my life purpose?
  66. 66. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  67. 67. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  68. 68. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  69. 69. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  70. 70. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  71. 71. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  72. 72. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization
  73. 73. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization FEAR
  74. 74. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization FEAR
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  76. 76. #INBOUND17 Trigger Action Reward
  77. 77. #INBOUND17 Trigger Action Reward Fear of loss
  78. 78. #INBOUND17 Trigger Action Reward Fear of loss Purchase
  79. 79. #INBOUND17 Trigger Action Reward Fear of loss Purchase Peace of mind
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  83. 83. #INBOUND17 Fear is humanity’s most powerful motivator.
  84. 84. #INBOUND17 Fear = Survival = Evolution Image credit: https://creativesocialblog.com/evolution-man-computer
  85. 85. #INBOUND17 Loss Aversion The fear of loss is more powerful than possibility of gain. Image credit: https://www.princeton.edu/~kahneman/
  86. 86. #INBOUND17 Scenario #1 Scenario #2
  87. 87. #INBOUND17 Scenario #1 Scenario #2
  88. 88. #INBOUND17 Scenario #1 Scenario #2
  89. 89. #INBOUND17 Scenario #1 Scenario #2
  90. 90. #INBOUND17 F.O.M.O. The fear of missing out
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  96. 96. #INBOUND17 How can we apply this to HubSpot Sales?
  97. 97. #INBOUND17
  98. 98. #INBOUND17
  99. 99. #INBOUND17 996 Sales meetings
  100. 100. #INBOUND17 Challenge #3: Try leveraging F.O.M.O. with your next offer Encourage action by applying urgency with a limited-time time offer.
  101. 101. #INBOUND17 The AutoProspector4
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  105. 105. #INBOUND17 GOAL: Less prospecting, more talking Less searching, more talking
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  107. 107. #INBOUND17 Step 0: Find people smarter than you. Michael Pici Sam Awezec
  108. 108. #INBOUND17 Step 1: Marketer writes emails on behalf of sales reps Marketer writes emails Email comes from sales rep
  109. 109. #INBOUND17 Step 1: Marketer writes emails on behalf of sales reps Marketer writes emails Email comes from sales rep
  110. 110. #INBOUND17 Step 1: Marketer writes emails on behalf of sales reps Marketer writes emails Email comes from sales rep Calendar link updates based on sales rep
  111. 111. #INBOUND17 Step 2: Sales reps double productivity BEFORE
  112. 112. #INBOUND17 Step 2: Sales reps double productivity BEFORE AFTER
  113. 113. #INBOUND17 BEFORE Step 3: Company has “triple digit increase”
  114. 114. #INBOUND17 BEFORE AFTER Step 3: Company has “triple digit increase” When AutoProspector was implemented
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  117. 117. #INBOUND17 Challenge #4: Create your first AutoProspector campaign 1. Email software 2. Scheduling software 3. CRM software
  118. 118. #INBOUND17 The Liking Principle & Isolation Effect5
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  122. 122. #INBOUND17 The Liking Principle We are more influenced by people (or products) we like.
  123. 123. #INBOUND17 The Central Route to Persuasion The Peripheral Route to Persuasion
  124. 124. #INBOUND17 The Central Route to Persuasion The Peripheral Route to Persuasion
  125. 125. #INBOUND17 The Central Route to Persuasion The Peripheral Route to Persuasion
  126. 126. #INBOUND17 The Central Route to Persuasion The Peripheral Route to Persuasion
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  129. 129. #INBOUND17
  130. 130. #INBOUND17 The Isolation Effect (aka the von Restorff effect) We remember things that stand out.
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  133. 133. #INBOUND17 How can we apply this to HubSpot Sales?
  134. 134. #INBOUND17
  135. 135. #INBOUND17 407 Sales meetings
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  137. 137. #INBOUND17 215 Sales meetings
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  142. 142. #INBOUND17 8,500+ Sales meetings
  143. 143. #INBOUND17 8,500+ Sales meetings
  144. 144. #INBOUND17 8,500+ Sales meetings
  145. 145. #INBOUND17 8,500+ Sales meetings
  146. 146. #INBOUND17 8,500+ Sales meetings
  147. 147. #INBOUND17 8,500+ Sales meetings
  148. 148. #INBOUND17
  149. 149. #INBOUND17 The Spectrum of Weirdness
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  151. 151. #INBOUND17 “THE ULTIMATE RISK IS SAFETY.” - S E T H G O D I N #INBOUND17
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  153. 153. #INBOUND17#INBOUND17 T H A N K Y O U

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