Typically, when software companies write up their homepage, features page, or pricing page, they use messages and words their internal team is accustomed to using – but often, those words mean very little to their customers, users or prospects. Then they wonder why it’s so hard to acquire new customers. In this talk, Claire will explain why this doesn’t work and offer you some straightforward pointers to help you use JTBD – a framework to help you understand what your customers want to achieve – to write in a way that resonates with your ideal customers. https://businessofsoftware.org/events/online-mar-22/jtbd-in-your-copy/

1. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Using JTBD in Your Copy*
*Well, sort of. More like…
Using JTBD to understand whether you have
a marketing channel problem, or
a marketing message problem

2. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Raise your hand if you’ve ever said...
● "We have a top-of-funnel problem"
● "We really need help with acquisition"
● "If only we could increase our traffic..."

3. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
When people DO reach your
website, or try your product, that’s
when sh*t usually falls apart 🚮

4. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
This session will give you a
blueprint, not a toolbox

5. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
You need a blueprint to figure out…
● Is more eyeballs really your biggest opportunity? Or…
● Is there a hidden breakdown further along your CX?

6. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
*Record scratch*
Who is this person?

7. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
We’ve been
helping launch,
build & grow
amazing SaaS
brands for
years.

8. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
*Record scratch*
Who is this person?

9. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen

10. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Using JTBD in Your Copy
1. Define your ideal customer
2. Uncover their JTBDs & prioritize one
3. Walk in their shoes
4. Spot the gaps between what they say vs. what you’re saying

11. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Case study:

12. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
1. Define your ideal customer
1. Engaged
2. Began paying 3-9 months ago
3. Were the primary champion during the buying process
4. {{ any unique-to-you specific criteria }}

13. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
🔗 Template: JTBD Interview
Questions & Email Script

14. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
2. Uncover their JTBDs, prioritize one
● Understand the problem you solve & know they have it
● Accustomed & willing to pay for value
● Minimal hand-holding / support burden
● High retention potential
● Expansion / up-sell potential
● Bonus: congregate in ways you can target

15. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Case study:
When I’ve been promoting my brand or product for awhile…
I want to create more eye-catching content than I have before…
So I can drive higher engagement with my social media content.

16. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen

17. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
3. Walk in their shoes
1. How they arrive at your site
2. Your homepage, features page, pricing page
3. Your signup experience
4. Your onboarding experience

18. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen

19. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
4. Spot the gaps between what they
say vs. what you’re saying
1. Do you call out their struggle?
2. Do you tie your product’s attributes to their motivation &
desired outcome?
3. Do you use the words and phrases they use?

20. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Case study:

21. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen

22. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Case study:

23. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
After 50 days, website visitors >
new users increased by 93%
(from 9.42% to 18.19%)
Case study:

24. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
Q&A

25. BoS 2022 | claire@forgetthefunnel.com | @ClaireSuellen
What now?
➔ Learn more about how we work with SaaS companies:
forgetthefunnel.com/growth-sprints
➔ We’re writing a book! ftf.fyi/clgbook
➔ Email me for slides – address below :)