Liston growth marketing conference slides december 2016

Conversion + Copy For Growth Marketers***Web and Landing Page Copy***

December 7, 2016

WIFI: GMC2016PASS: growth2016

December 7, 2016

Hi, I’m Liston.

Copy + Conversion

Persuader / Marketing Scientist / CRO

Recent wins: 65% conversion boost (#1 in category)3x more leads, same spend56% boost in acquisition for established brand

About Me

Copy + Conversion

PDXHikeReadGym ratWife + dog + cat

Copy + Conversion

Copy + Conversion

Copy + Conversion

Copy + Conversion

About Good Funnel

Copy + Conversion

ConversionMessagingCopy

Follow: newsletter, blog, and podcast

We strive to understand people and

how they make decisions.

We’re 100% conversion-focused.

Agenda

Copy v. Messaging

How to Think Like a Copywriter

The Mechanics of Persuasion

The Review Trick

http://goo.gl/tMyxeL

Copy + Conversion

Copy v. Messaging

Messaging

What you say

http://goo.gl/tMyxeL

Copy + Conversion

Copy

How you say it

Messaging

Messaging toolBest for teams

Best for businesses

http://goo.gl/tMyxeL

Copy + Conversion

Copy

A messaging app for teams

Social Proof

Cliche?

Copy + Conversion

Your Most Important Copy Is…

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

-David Ogilvy

Copy + Conversion

www.whichtestwon.com

http://goo.gl/tMyxeL

Copy + Conversion

www.whichtestwon.com

http://goo.gl/tMyxeL

Copy + Conversion

VERSION B: WINNER38% INCREASE IN TRIALS

Thinking Like a Copywriter

WHAT YOU WANT

To get your reader to read the

next word…

…and the next…

…until they take action.

http://goo.gl/tMyxeL

Copy + Conversion

WHAT YOU WANT

To get your reader to read the

next word…

…and the next…

…until they take action.

http://goo.gl/tMyxeL

Copy + Conversion

Happy Dance

WHAT THEY WANT

Your prospects want to solve

their own problems.

They don’t care about what

you want.

Copy + Conversion

You don’t matter.

Focus on your customer

instead.

They’re the ones with the

money.

Copy + Conversion

Start with WHO

Copy + Conversion

Find the pain.

Copy + Conversion

Find the pain.

● What’s on your mind in the morning? In the afternoon? When you end your workday?

● How do you prepare for your workday?

● What triggers your stress or makes you upset?

● What do you read and who do you see as credible?

● What are the things that you need to accomplish?

Copy + Conversion

Ways to find it

● Onsite surveys

● Competitor reviews

● Customer reviews

● Interviews

● Surveys

Copy + Conversion

Map the Buyer’s Journey

Copy + Conversion

The process your buyers follow to make a buying decision.

Map the Buyer’s Journey

Copy + Conversion

Map the Buyer’s Journey

Copy + Conversion

Problem Solution Product Evaluate

Description

Customer’s Goal

Your Goal

Motivators / Triggers

Feeling / Thinking

?’s

Challenge to Overcome

Key Messages

Jobs to Be Done

Copy + Conversion

Big Idea:

Understand your customers.

Then sell.

Mechanics of Persuasion

Copy + Conversion

6 FACTORS OF PERSUASIONTHEY’RE MECHANICAL

1. Social proof

2. Authority

3. Scarcity

4. Reciprocity

5. Consistency

6. Liking

Copy + Conversion

Copy + Conversion

Basecamp.com

Basecamp.com

Copy + Conversion

Basecamp.com

www.whichtestwon.com

Copy + Conversion

Basecamp.com

Control

Copy + Conversion

Basecamp.com

Variant

Copy + Conversion

Basecamp.com

Winner247% Increase in Clicks

Copy + Conversion

Basecamp.com

VariantControl

Copy + Conversion

Basecamp.com

VariantControl

202% increase

SCARCITY

SCARCITY

image credit: brennan dunn / we are titans

SCARCITY

image credit: brennan dunn / we are titans

SCARCITY

image credit: brennan dunn / we are titans

www.whichtestwon.com

SCARCITY

image credit: brennan dunn / we are titans

www.whichtestwon.com

Winner12% More Paid Sign Ups

www.whichtestwon.com

Copy + Conversion

Writing Headlines and

Stealing Copy

Exercise: Stealing Copy and STOR Analysis

Find your messagesWrite headlinesSee examples

Growth Hacking Fundamentals

Pro Tip: Steal Your Copy

B2C B2B

Growth Hacking Fundamentals

STOR Analysis

Sticky Messages Triggers Objections Repetition

Magic pillsTakes up to 4 advil to even come close to thisCan’t work an 8+ hour day then go home to take care of my family

Suffering from a migraine

Migraine may be too strongIsn’t strong enoughPromotes bleedingNot as good as prescription

Best at tackling difficult headachesWorks quicklyNot on the shelves

BAD HEADLINES

image credit: brennan dunn / we are titans

GET YOUR LIFE BACK FASTER3.2X FASTER THAN ANY OTHER MEDICINEWE FINALLY PASSED CLINICAL TRIALSMIGRAINES ARE A THING OF THE PASTMIGRAINE MEDICINE BY ACME CORPGREAT ATHLETES CAN’T BE WRONG

GOOD HEADLINES

image credit: brennan dunn / we are titans

LOSE THE MIGRAINE, GET YOUR FAMILY BACKGET RID OF MIGRAINES 3.2X FASTERPRESCRIPTION MIGRAINE RELIEF OTC

The CRM That Grows With Your Sales TeamWithout Breaking the Bank

Live Reviews:

https://offer.growthmarketingconf.com/http://focuster.comhttps://growandconvert.com/live/https://beta.doorman.co/enterprise/return-pickup/ https://www.pinotspalette.com/locations

Growth Hacking Fundamentals

Questions?

Growth Hacking Fundamentals

Evaluation

email me atliston@goodfunnel.co

Growth Hacking Fundamentals