lean content
TRANSCRIPT
Lean Content
Nov 2016@steph_hay
master the addictive qualities of television and do something good with them
THIS IS PRETTY MUCHHORSE SHIT
.. content based on actual behavioral research, and a way to measure success
lean contentthe lowest-cost,
lowest-risk way to validate relevance
before building
the outcome of achieving“right message, right person, right time”
… for more than four decades, too
relevance
http://bukk.it/srsly.gif
1. real and specific language2. a no-mercy focus on behavior3. progressive disclosure, by design
what it takes
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
http://bukk.it/srsly.gif
1. real and specific language2. a no-mercy focus on behavior3. progressive disclosure, by design
what it takes:
ACTUALLY DOING IT
http://bukk.it/srsly.gif1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop 4. Design an email MVP (focus on subject
line)5. Capture principles as they emerge (not
before)6. Read your stuff out loud, cut ALL the
crap7. Finish this: “Now you can…”8. Axe empty trigger words9. Kill your fluffy headlines; lead with the
meat10.Decide if you’re a “we” or a “you”
10 things
http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses), watch for conversion-oriented language and behavior
http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses), watch for conversion-oriented language and behavior
WHERE DO I SIGN UPWHEN IS IT READY
HOW MUCH $CAN I USE IT NOW
http://bukk.it/srsly.gif
2. Play in keyword planner + analytics to find demand for the language you’re using (or not using)
http://bukk.it/srsly.gifhttp://bukk.it/srsly.gif
3. Put $20 on each val prop to test LANGUAGE, not landing page
http://bukk.it/srsly.gif1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop 4. Design an email MVP (focus on subject
line)5. Capture principles as they emerge (not
before)6. Read your stuff out loud, cut ALL the
crap7. Finish this: “Now you can…”8. Axe empty trigger words9. Kill your fluffy headlines; lead with the
meat10.Decide if you’re a “we” or a “you”
10 things
http://bukk.it/srsly.gif1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop 4. Design an email MVP (focus on subject
line)5. Capture principles as they emerge (not
before)6. Read your stuff out loud, cut ALL the
crap7. Finish this: “Now you can…”8. Axe empty trigger words9. Kill your fluffy headlines; lead with the
meat10.Decide if you’re a “we” or a “you”
10 things
43Tactic #6: Read it out loud, from end-
to-endIf you feel fake, or
you uncover missing details, it’s not real
enough yet.
44
Tactic #7: “Now You Can”Start with these 3 words.
Finish the sentence. Delete these 3 words.
What’s left is the meat.
45Tactic #8: Axe Trigger Words
Simple, Easy, Quick, Fast, Just, Only, Best, FirstThese are outcomes, not features.
When we design great experiences, our customers say these words. (Not
us.)
46
Tactic #9: Kill fluffy headlines
Your subheads are already 10x better.
47
Tactic #10: “We” or “You”Know your lead. Is it your brand or
the customer outcome?
http://bukk.it/srsly.gif1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop 4. Design an email MVP (focus on subject
line)5. Capture principles as they emerge (not
before)6. Read your stuff out loud, cut ALL the
crap7. Finish this: “Now you can…”8. Axe empty trigger words9. Kill your fluffy headlines; lead with the
meat10.Decide if you’re a “we” or a “you”
10 things
lean contentthe lowest-cost,
lowest-risk way to validate relevance
before building
http://bukk.it/srsly.gif
1. real and specific language2. a no-mercy focus on behavior3. progressive disclosure, by design
what it takes:
the outcome of achieving“right message, right person, right time”
… for more than four decades, too
relevance
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