Download - Hypnotic Content: What Direct Response Can Teach Software Companies - Susan Su, 500 Startups
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Secrets from the Ad Mendirect response for startups
and SaaS
@susanfsu #tractionconf
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fonly 3 lessons
( it’s just copy, right? )
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fmost startups are
failing.
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#1
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navel gazing
jargon
me, me, me
I’m so cute
#1
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jargon, much?
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jargon is navel gazing
vertical!
monetize!
publishers!
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}} {you
} your customers (aka you, again)
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takeaway #190%+ customer, 10%- brand.
everyone loves looking at their own reflection. be the one holding the mirror.
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reflect who they are right now, and who they could be.
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10%
90%
the product
“The You”
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#2
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too many choices#2
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so many choices
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What about me?
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so many choices
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direct response’s only job is to sell.
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all roads lead to Rome
sales page, aka $$$
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too many audiences
#3
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that everyone else leans in to listen.speak so eloquently to ONE person
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build a Single Customer Persona for every key segment.
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#3
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#3“It’s just writing.”
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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
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“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
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“It’s just writing” is like saying “It’s just revenue.”
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3 more simple cheats
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on every page
your customer
#1
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#2
is a funnel
all yourcopy
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superlative = platitude = tune out.
#3
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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.
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Susan Su
@susanfsu
linkedin.com/in/susansu
http://500.co/tractionconfTONS MORE. Message me.
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