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
Scott Tousley
Head of Growth & Acquisition @ NEW HUBSPOT PRODUCT (!)
San Diego, CA

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Jan 2015
Revenue
Jan 2017

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“Triple digit increase”
Revenue
Jan 2015 Jan 2017

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“Triple digit increase”
When we began
experimenting with
sales copywriting
and automation
Revenue
Jan 2015 Jan 2017

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DISCLAIMER
Copywriting ≠ Growth

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Copywriting = Growth
DISCLAIMER
Product + UX + Sales +
Copywriting + Academy
+ Support + Leadership
+ Recruiting + Training
+ many other things

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The Pareto Law of
Copywriting1

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The Pareto Law
(or 80/20 rule)
Roughly 80% of
output comes from
20% of input

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80% results20% effort
Image credit: https://upload.wikimedia.org/wikipedia/commons/b/bb/Timothy_Ferriss.jpg

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80% results20% effort

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How can we apply this
to HubSpot Sales?

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1. Listen to your
audience
2. Write down
their words
3. Test words
in marketing
80% results20% effort

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1. Listen to your
audience
2. Write down
their words
3. Test words
in marketing
80% results20% effort

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Qualitative Quantitative

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1. Listen to your
audience
2. Write down
their words
3. Test words
in marketing
80% results20% effort

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“I wish I could …”
“It’s frustrating when …”
“I’m concerned that …”
DREAMS
PAINS
BARRIERS

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DREAMS
PAINS
BARRIERS

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1. Listen to your
audience
2. Write down
their words
3. Test words
in marketing
80% results20% effort

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100%+
CVR
Source: https://blog.hubspot.com/marketing/customer-driven-copy-conversions

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1. Listen to your
audience
2. Write down
their words
3. Test words
in marketing
80% results20% effort

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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

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The Zeigarnik Effect2

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$630,710,000,000

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$630,710,000,000
1 2 3
TV & Movie industry Live Events industry Software industry

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$630,710,000,000

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The Zeigernik
Effect
It’s psychologically
uncomfortable to
not finish something
we’ve started.

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39. #INBOUND17Image credit: https://upload.wikimedia.org/wikipedia/commons/b/bb/Timothy_Ferriss.jpg

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The Zeigernik
Effect
It’s psychologically
uncomfortable to
not finish something
we’ve started.

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+ 20%
DAUs
(Daily Active Users)

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How can we apply this
to HubSpot Sales?

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2.3x
CTR

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Challenge #2: Run a “Zeigernik Effect” A/B test in next email
Version A Version B
Story Story
Don’t share endingShare ending

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F.O.M.O.3

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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What is my life
purpose?

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What is my life
purpose?

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization
FEAR

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Physiological
Safety
Love & Belonging
Self Esteem
Self
Actualization
FEAR

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Trigger Action Reward

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Trigger Action Reward
Fear of loss

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Trigger Action Reward
Fear of loss Purchase

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Trigger Action Reward
Fear of loss Purchase Peace of mind

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Fear is humanity’s
most powerful
motivator.

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Fear = Survival = Evolution
Image credit: https://creativesocialblog.com/evolution-man-computer

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Loss Aversion
The fear of loss is
more powerful than
possibility of gain.
Image credit: https://www.princeton.edu/~kahneman/

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Scenario #1 Scenario #2

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Scenario #1 Scenario #2

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Scenario #1 Scenario #2

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Scenario #1 Scenario #2

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F.O.M.O.
The fear of missing out

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How can we apply this
to HubSpot Sales?

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996
Sales meetings

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Challenge #3: Try leveraging F.O.M.O. with your next offer
Encourage action by applying urgency
with a limited-time time offer.

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The AutoProspector4

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GOAL:
Less prospecting, more talking
Less searching, more talking

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Step 0: Find people smarter than you.
Michael Pici Sam Awezec

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Step 1: Marketer writes emails on behalf of sales reps
Marketer writes emails Email comes from sales rep

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Step 1: Marketer writes emails on behalf of sales reps
Marketer writes emails Email comes from sales rep

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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

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Step 2: Sales reps double productivity
BEFORE

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Step 2: Sales reps double productivity
BEFORE AFTER

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BEFORE
Step 3: Company has “triple digit increase”

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BEFORE AFTER
Step 3: Company has “triple digit increase”
When AutoProspector
was implemented

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Challenge #4: Create your first AutoProspector campaign
1. Email software
2. Scheduling software
3. CRM software

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The Liking Principle
& Isolation Effect5

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The Liking
Principle
We are more
influenced by people
(or products) we like.

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The Central Route
to Persuasion
The Peripheral Route
to Persuasion

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The Central Route
to Persuasion
The Peripheral Route
to Persuasion

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The Central Route
to Persuasion
The Peripheral Route
to Persuasion

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The Central Route
to Persuasion
The Peripheral Route
to Persuasion

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The Isolation Effect
(aka the von Restorff effect)
We remember things
that stand out.

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How can we apply this
to HubSpot Sales?

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407
Sales meetings

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215
Sales meetings

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8,500+
Sales meetings

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8,500+
Sales meetings

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8,500+
Sales meetings

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8,500+
Sales meetings

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8,500+
Sales meetings

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8,500+
Sales meetings

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The Spectrum of Weirdness

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“THE ULTIMATE
RISK IS SAFETY.”
- S E T H G O D I N
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T H A N K Y O U