BoSON22 | Claire Suellentrop | Using JTBD in Your Copy Business of Software

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

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..."

When people DO reach your
website, or try your product, that’s
when sh*t usually falls apart 🚮

This session will give you a
blueprint, not a toolbox

You need a blueprint to ﬁgure out…
● Is more eyeballs really your biggest opportunity? Or…
● Is there a hidden breakdown further along your CX?

*Record scratch*
Who is this person?

We’ve been
helping launch,
build & grow
amazing SaaS
brands for
years.

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

Case study:

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 }}

🔗 Template: JTBD Interview
Questions & Email Script

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

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.

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

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?

After 50 days, website visitors >
new users increased by 93%
(from 9.42% to 18.19%)
Case study:

Q&A

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 :)

BoSON22 | Claire Suellentrop | Using JTBD in Your Copy Business of Software

BoSON22 | Claire Suellentrop | Using JTBD in Your Copy Business of Software

More Related Content

Similar to BoSON22 | Claire Suellentrop | Using JTBD in Your Copy Business of Software

More from Business of Software Conference

Recently uploaded

BoSON22 | Claire Suellentrop | Using JTBD in Your Copy Business of Software