Susan shares techniques to generate an immediate response from prospects and compel them to take action. She'll cover the power of "trigger" words and soap-operatic storytelling for any type of business, even if you're selling enterprise software! June 22 & 23, 2016 at http://tractionconf.io.

1. Secrets from the Ad Men
direct response for startups
and SaaS
@susanfsu #tractionconf

2. f
only 3 lessons
( it’s just copy, right? )

3. f
most startups are
failing.

4. #1

5. navel gazing
jargon
me, me, me
I’m so cute
#1

7. jargon, much?

8. jargon is navel gazing
vertical!
monetize!
publishers!

9. }
} {you
}your customers
(aka you, again)

10. takeaway #1
90%+ customer, 10%- brand.
everyone
loves
looking at
their own
reflection.
be the
one
holding
the mirror.

11. reflect who
they are
right now,
and who
they
could be.

12. 10%
90%
the product
“The You”

13. #2

14. too many choices#2

15. so many
choices

16. What about me?

17. so many
choices

18. direct response’s
only job
is to sell.

19. all roads
lead to
Rome
sales
page,
aka $$$

20. too many
audiences
#3

24. that everyone else leans in to listen.
speak so eloquently to ONE person

25. build a Single Customer Persona
for every key segment.

26. #3

27. #3
“It’s just writing.”

28. homepage
headline
facebook
ads
google
ads
terms of
service
legal
policy
pages
email
marketing
content
marketing
press
releases
thank you
page
email
collector
call to
action
button
accounts
pagescancellation
flow
password
resets
checkout
flow
social
media
app store
listing
error
pages

29. “The best copywriters in the world are those
who are curious about life, have many hobbies,
like to travel, and master many skills.
They hunger for experience and find other
people interesting. They are very good
listeners.”
- joseph
sugarman

30. “It’s just writing” is like saying “It’s just revenue.”

31. 3 more simple cheats

32. on
every page
your
customer
#1

33. #2
is a funnel
all your
copy

34. superlative =
platitude =
tune out.
#3

35. recap
1. no navel gazing. make it about The You.
2. reduce needless choice, exit through the
gift shop.
3. speak so eloquently to 1 person that
everyone else leans in to listen.
4. copywriting is a grownup job, treat it well.

36. Susan Su
@susanfsu
linkedin.com/in/susansu
http://500.co/tractionconf
TONS MORE. Message me.
get notes