hypnotic content: what direct response can teach software companies - susan su, 500 startups

Secrets from the Ad Mendirect response for startups

and SaaS

@susanfsu #tractionconf

fonly 3 lessons

( it’s just copy, right? )

fmost startups are

failing.

#1

navel gazing

jargon

me, me, me

I’m so cute

#1

jargon, much?

jargon is navel gazing

vertical!

monetize!

publishers!

}} {you

} your customers (aka you, again)

takeaway #190%+ customer, 10%- brand.

everyone loves looking at their own reflection. be the one holding the mirror.

reflect who they are right now, and who they could be.

10%

90%

the product

“The You”

#2

too many choices#2

so many choices

What about me?

so many choices

direct response’s only job is to sell.

all roads lead to Rome

sales page, aka $$$

too many audiences

#3

that everyone else leans in to listen.speak so eloquently to ONE person

build a Single Customer Persona for every key segment.

#3

#3“It’s just writing.”

homepage headline

facebook ads

google ads

terms of service

legal

policy pages

email marketing

content marketing

press releases

thank you page

email collector

call to action button

accounts pagescancellation

flowpassword resets

checkout flow

social media

app store listing

error pages

“The best copywriters in the world are those who are curious about life, have many hobbies,

like to travel, and master many skills.

They hunger for experience and find other people interesting. They are very good

listeners.”- joseph

sugarman

“It’s just writing” is like saying “It’s just revenue.”

3 more simple cheats

on every page

your customer

#1

#2

is a funnel

all yourcopy

superlative = platitude = tune out.

#3

f

recap1. no navel gazing. make it about The You.2. reduce needless choice, exit through the

gift shop.3. speak so eloquently to 1 person that

everyone else leans in to listen.4. copywriting is a grownup job, treat it well.

Susan Su

@susanfsu

linkedin.com/in/susansu

http://500.co/tractionconfTONS MORE. Message me.

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