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@steph_hay




   Lean Content
Using words to acquire users



                           12.03.12
@steph_hay


Utilizing messages to
orient & engage users,
increase conversions,
& promote retention
@steph_hay




http://bookofnorm.com/wtf.jpg
@steph_hay


Using words that
help people find you,
understand you,
and choose you
@steph_hay




People choose what
 they understand
@steph_hay




                          http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg
http://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg
@steph_hay




            Everything is
             “the best”
Easy. Innovative. Most. Powerful. Beautiful. Fast.
Affordable. Intuitive. Efficient. Effective. Secure.
   Award-winning. Cross-platform. Simple.
@steph_hay




        Everything is not
           “the best”
 Disappointing. Buggy. Cancel. Refund. Cluttered.
Overwhelming. Crap. Incompatible. Doesn’t work.
Unusable. Impossible. Frustrating. Difficult. Spammy.
@steph_hay




http://media.photobucket.com/image/recent/woofboy111/Food/meersstore5-15-09giantburger.jpg
@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
@steph_hay




BUSINESS GOAL:
   Be chosen
@steph_hay




Lean content speaks to
  the first-time user
     (not to you)
@steph_hay
@steph_hay




 “Sounds weird,
but it’s accurate.”
@steph_hay




Having an understandable
  message makes you
    easier to choose
@steph_hay




MARKETING GOAL:
  Be understood
@steph_hay




3 things you can do
to get your content
   understood
@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
@steph_hay




   http://goo.gl/1pnPZ
@steph_hay

 TAKE
  MY
MONEY

      $$




    http://goo.gl/1pnPZ
@steph_hay
2.
Apply “The Mom Test”
@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
@steph_hay
@steph_hay
3.
Ask users these questions

(a) Why did you [sign up]?

(b) Why [do] you keep coming back?
@steph_hay
@steph_hay




GROWTH GOAL:
  Get found
@steph_hay




3 things you can do
to get your content
      found
@steph_hay
1.
Test messages in AdWords

Write user-oriented messages
to test for clicks (not conversions)
@steph_hay
Specific, real-person problem




       Generic, product marketing
@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
@steph_hay
@steph_hay
@steph_hay

3.
Look at Entry Points and
Top Content in GA

Write more of what visitors are
looking at ... attract more people
Stephanie Hay - Lean Startup Conference 2012
Stephanie Hay - Lean Startup Conference 2012
@steph_hay




DROP THE CRAP
 Be proud of what’s real
@steph_hay


Learn (and use) the
real-person words
that make you easier
to find, understand,
and choose
stephaniehay.com
     http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg

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David Binetti Lean Startup Votizen Pivot at SLLCONF 2011
 
sllconf conference 2011 - food on the table
sllconf conference 2011 - food on the tablesllconf conference 2011 - food on the table
sllconf conference 2011 - food on the table
 

Stephanie Hay - Lean Startup Conference 2012