@steph_hay

Lean ContentUsing words to acquire users

@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://4.bp.blogspot.com/_S7mRAnge4a8/SOJqO8i8SqI/AAAAAAAAAXY/t109sHkKBi0/s400/100_0409.jpg

http://www.foodchannel.com/media/uploads/istock_000008906736xsmall.jpg

@steph_hay

Everything is “the best”

Easy, New, Faster, Better, Simpler, Quicker, Stronger, More Powerful

@steph_hay

http://adespresso.com/

http://www.3sourcing.com/

https://partender.com/

https://populr.me/

@steph_hay

Everything is not“the best”

Confusing, overwhelming, hard to use, buggy, frustrating, wtf

@steph_hay

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

@steph_hay

http://blogs-images.forbes.com/johnclarke/files/2012/07/ronald_mcdonald_jumping1-1.jpghttp://mashable.com/wp-content/uploads/2012/06/mcdonalds-burger-600.jpeg

@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

The “We/Me” Orientation

@steph_hay

http://www.platejoy.com/

“We enable”

“We help”

“We are...”

@steph_hay

The “You” Orientation

@steph_hay

https://www.goodsplatform.com/site/landing

http://wishplz.com/

http://equityzen.com/e/

http://www.zboardshop.com/

http://sidelinesapp.com/

@steph_hay

3 things you can do to get your content

understood

@steph_hay1.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

http://goo.gl/1pnPZ

$$

TAKE MY

MONEY

@steph_hay2.Apply the mom test

@steph_hay2.Apply the mom testIf you’d feel like a tool saying it your mom, you probably sound like a tool. Unless your audience is full of tools.

Otherwise, prioritize clarity, always.

@steph_hay

@steph_hay

http://www.viralgains.com/

http://buzzstarter.com/

http://silvrpush.com/

Replace jargon with approachable, outcome-oriented language

@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

GOOGLE KEYWORDPLANNER

@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

@steph_hay

DROP THE CRAPBe proud of what’s real.

@steph_hay

Learn (and use) the real-person words that make you easier to find, understand, and choose

@steph_hay

COMMON MISTAKESThat work against clarity.

@steph_hay

http://www.grata.com/

Lacking specifics or missing the “why”

http://en.bhuntr.com/

https://salesbeach.com/

https://www.cityblis.com/

https://maillift.com/

@steph_hay

Buried “A-ha” or “Why?”

https://beta.olset.com/

http://ubiome.com/

http://launchtrack.com/

https://btcjam.com/

@steph_hay

Not capitalizing on customers selling for you!

https://www.shopseen.com/

https://www.realtyshares.com/

https://popbasic.com/

http://carreirabeauty.com/

http://www.builk.com/

@steph_hay

Prioritizing sign-up over the UX

http://www.weplann.com/

@steph_hay

Go read how TechCrunch describes you:

http://techcrunch.com/2013/10/29/500-startups-accelerator-batch-7/

http://www.titaneer.com/wp-content/uploads/2012/08/youre-awesome-359x198.jpg

doodle.com/stephaniehay