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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
3.
@steph_hay http://bookofnorm.com/wtf.jpg
4.
@steph_hay Using words that help
people find you, understand you, and choose you
5.
@steph_hay People choose what
they understand
6.
@steph_hay
http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg http://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg
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.
9.
@steph_hay http://media.photobucket.com/image/recent/woofboy111/Food/meersstore5-15-09giantburger.jpg
10.
@steph_hay
http://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeg http://blogs-images.forbes.com/johnclarke/files/2012/07/ronald_mcdonald_jumping1-1.jpg
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
19.
@steph_hay
http://goo.gl/1pnPZ
20.
@steph_hay TAKE
MY MONEY $$ http://goo.gl/1pnPZ
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
23.
@steph_hay
24.
@steph_hay 3. Ask users these
questions (a) Why did you [sign up]? (b) Why [do] you keep coming back?
25.
@steph_hay
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
31.
@steph_hay
32.
@steph_hay
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.
35.
36.
@steph_hay DROP THE CRAP
Be proud of what’s real
37.
@steph_hay Learn (and use)
the real-person words that make you easier to find, understand, and choose
38.
stephaniehay.com
http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg