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Stephanie Hay - Lean Startup Conference 2012

  1. @steph_hay Lean Content Using words to acquire users 12.03.12
  2. @steph_hay Utilizing messages to orient & engage users, increase conversions, & promote retention
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  4. @steph_hay Using words that help people find you, understand you, and choose you
  5. @steph_hay People choose what they understand
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  7. @steph_hay Everything is “the best” Easy. Innovative. Most. Powerful. Beautiful. Fast. Affordable. Intuitive. Efficient. Effective. Secure. Award-winning. Cross-platform. Simple.
  8. @steph_hay Everything is not “the best” Disappointing. Buggy. Cancel. Refund. Cluttered. Overwhelming. Crap. Incompatible. Doesn’t work. Unusable. Impossible. Frustrating. Difficult. Spammy.
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  11. @steph_hay BUSINESS GOAL: Be chosen
  12. @steph_hay Lean content speaks to the first-time user (not to you)
  13. @steph_hay
  14. @steph_hay “Sounds weird, but it’s accurate.”
  15. @steph_hay Having an understandable message makes you easier to choose
  16. @steph_hay MARKETING GOAL: Be understood
  17. @steph_hay 3 things you can do to get your content understood
  18. @steph_hay 1. Pitch everyone who’ll listen (a) Watch for “a-ha” body language (b) Write down their questions (c) Iterate to get to (a) faster
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  20. @steph_hay TAKE MY MONEY $$
  21. @steph_hay 2. Apply “The Mom Test”
  22. @steph_hay 2. Apply “The Mom Test” If you’d feel like a tool saying it your mom, you likely sound like a tool Prioritize clarity, always
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  24. @steph_hay 3. Ask users these questions (a) Why did you [sign up]? (b) Why [do] you keep coming back?
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  26. @steph_hay GROWTH GOAL: Get found
  27. @steph_hay 3 things you can do to get your content found
  28. @steph_hay 1. Test messages in AdWords Write user-oriented messages to test for clicks (not conversions)
  29. @steph_hay Specific, real-person problem Generic, product marketing
  30. @steph_hay 2. Embrace the unsexy words used in organic searches Being found isn’t about selling or educating or being clever -- it’s about being found
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  33. @steph_hay 3. Look at Entry Points and Top Content in GA Write more of what visitors are looking at ... attract more people
  34. @steph_hay DROP THE CRAP Be proud of what’s real
  35. @steph_hay Learn (and use) the real-person words that make you easier to find, understand, and choose