liston growth marketing conference slides december 2016
TRANSCRIPT
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
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
