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Marketing Examples
@GoodMarketingHQ 4 years, 6 months ago 988 views

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🔥 7 practical ways to write copy that converts:

1/ Get specific

Landing page copy is full of unfalsifiable, blanket claims: “more, easier, faster ...”

If you want to stand out get specific. You can’t bullshit specifics:

2/ Call out the type of customer you serve

People pay attention when they know something is specifically for them:

“What? Loads of authors are using this. I’m an author. Maybe I should be too ...”

3/ Use value-based messaging

Talk less about your product and more about the value your product brings.

People don’t want a better toothbrush. They want a brighter smile:

4/ Write for one reader

You're not talking to 1000 people. You're talking to the single person reading your page. So write like it.

An informal tone and addressing your users personally (“you”) makes a big difference:

5/ Think “Call-to-value” not “Call-to-action”

Buttons which amplify “value” over “action” usually perform better.

“Create Your Website” is more enticing than “Sign up now”:

6/ Break long blocks of text into appetising chunks

Better converting copy is as much about repackaging as it is rewriting.

The 2019 human mind prefers “3 simple steps” to “two long paragraphs”:

7/ Use your customers' voice

Compare the feature page of Etsy and Amazon Handmade (two competitors in the handcrafted e-commerce space).

Etsy's voice reflects their customers independence, creativity and imagination. Amazon’s voice sounds like their accounts department:

Big thank you to Annie Maguire and @copyhackers where a lot of these ideas came from.

“7 practical ways to write copy that converts“ 👉 https://t.co/jlUuYEipj5

For more real world marketing examples 👉 https://t.co/7gnJQydfDz

If you like the threads following @GoodMarketingHQ and joining the email list is really appreciated.

Thank you to @EmailOctopus for sponsoring

Over and out - Harry

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Marketing Examples
@GoodMarketingHQ

🔥 Marketing tools are damaging your SEO. And how to fix it.

THREAD...

1/ It's no secret that a site's “performance” is a ranking factor for search.

But how does Google actually measure it?

Well, open up Chrome DevTools, click the ”Audits” tab, then ”Run Audits” and you'll see that “Performance” is made up from 6 metrics.

2/ Most casuals assume that performance is all about how fast a site displays on the screen — “First Meaningful Paint”.

But if you look at Google's weights you'll see that “Time to Interactive” — how long it takes for a site to become interactive — is far more important.

3/ Essentially, Google prioritises “interactivity” over “visibility”.

Even if your page appears fast, 3rd party scripts loading in the background (delaying user interaction) will see you penalised.

4/ One example of this is @ToDesktop.

Their site content loads in < 1s, but run it through a Google Audit and its “Time to Interactive” is 8.8s.

Marketing Examples
@GoodMarketingHQ

🔥 I got 2000 new subscribers from my Product Hunt launch

THREAD...

Last week I launched Marketing Examples to Product Hunt.

✔️ 1,500+ upvotes
✔️ Product of the Week
✔️ Email list grew from 1,300 to 3,300

This is the step by step account of how I did it

Step 1 - Don't launch straight away

23rd May 2019 Marketing Examples v1.0 went live. The site had a few case studies, several bugs, and an email box which didn’t convert well.

The old version of me would have thrown it on Product Hunt straight away. But I decided to wait.

Why?

1) I didn’t want to waste my “turn” with the very first iteration of my site.

2) I didn’t want to launch in a vacuum. Product Hunt multiplies current momentum. Having a small following of “fans” on launch day goes a long way.

So I set myself a target.

✔️ 1000 email subscribers
✔️ 1000 twitter followers

And then I would launch. 70 days later I hit my target.

It was showtime.

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Harry's Marketing Exam...
@GoodMarketingHQ

I spent the last few weeks thinking about how brands differentiate themselves

Thread 🧵

1/ Let's start with this line by Ted Morgan.

“Positioning is like finding a seat on a crowded bus”

Most brands sleepwalk onto the bus and sit on top of one another.

The smart brands look left, right, find an empty row, paint their logo on it and sing sweetly like the Sirens.

2/ Positioning is an easy thing to complicate so let's keep it simple.

*Your goal is to own a space in the customer’s mind. You do this by differentiating yourself.*

Differentiation is not a dark art. It's something you can learn. Here’s the different ways to achieve it:

3/ Through contrast

Point at the status quo and pit yourself against it. Contrast burns your brand into the customer's mind.

• Hey pit themselves against mainstream email
• Lemonde pit themselves against insurance stereotypes
• “I'm a Mac” pit themselves against the PC

4/ Through values

Think Patagonia and the environment, Ben and Jerry's and social justice, Black Rifle Coffee and gun rights.

Some will hate it. Others will rally behind you. And that's the point. Fence sitters don't buy.

Harry's Marketing Exam...
@GoodMarketingHQ

100,000 followers. Wow. I remember the first 100.

Let's turn back the clock.

Here's the 7 marketing tips YOU found most useful from the last two years 👨‍🚀

Sell outcomes, not features

Don't think about “capturing emails”

Think about creating something worth subscribing to

Rihanna's a great copywriter

Simple CTA trick:

Add a few words to your button to handle the user's biggest objection to clicking

Harry's Marketing Exam...
@GoodMarketingHQ

THREAD: My step-by-step guide to writing landing pages

There’s two parts of a landing page:

a) what’s immediately visible (above the fold)
b) what the user scrolls to (below the fold)

Let's start above the fold.

“A caveman should be able to glance at it and immediately grunt back what you offer” — Donald Miller

Here’s my formula:

1/ Explain the value you provide (title)
2/ Explain how you'll create it (subtitle)
3/ Let the user visualise it (visual)
4/ Make it believable (social proof)
5/ Make taking the next step easy (CTA)

1/ Let's start with titles.

When your product is unique all you have to do is explain what you do as simply as possible.

Most products aren't unique. So a hook adds *oomph*.

The easiest way to write hooks is to address your customer's biggest objection.

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Marketing Examples
@GoodMarketingHQ

🔥 Marketing tools are damaging your SEO. And how to fix it.

THREAD...

1/ It's no secret that a site's “performance” is a ranking factor for search.

But how does Google actually measure it?

Well, open up Chrome DevTools, click the ”Audits” tab, then ”Run Audits” and you'll see that “Performance” is made up from 6 metrics.

2/ Most casuals assume that performance is all about how fast a site displays on the screen — “First Meaningful Paint”.

But if you look at Google's weights you'll see that “Time to Interactive” — how long it takes for a site to become interactive — is far more important.

3/ Essentially, Google prioritises “interactivity” over “visibility”.

Even if your page appears fast, 3rd party scripts loading in the background (delaying user interaction) will see you penalised.

4/ One example of this is @ToDesktop.

Their site content loads in < 1s, but run it through a Google Audit and its “Time to Interactive” is 8.8s.

Marketing Examples
@GoodMarketingHQ

🔥 How to build a website which converts email subscribers

THREAD...

Over the last 2 months, Marketing Examples welcomed 31,000 first time visitors. 4,000 of these visitors subscribed to the email list.

That’s an email opt-in of 12.9%.

The industry average is 2%. The top 10 percentile average is 5%.

So, screw it, I’ll go there:

“Marketing Examples is one of the best websites in the world at converting passers-by into email subscribers.“

What follows is a series of things I've observed whilst trying to build a website which maximises email subscribers.

1 - Being obvious works

I imagine a few of you have read The Alchemist. Pretty good book right? How many of you signed up to Paulo Coelho's email list?

No matter how good your work no one is going to go out of their way to sign up to your email list. You have to make it obvious

There are four ways to sign up to the Marketing Examples email list:

1) From the fixed position navbar
2) At the end of any article
3) Through the exit intent popup
4) Directly from the subscribe page

From any given point you're only one click away from subscribing.

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$Dan \u26a1\ufe0f$

Dan ⚡️
@DanPierson

~2 months ago, I started working @bolt_travel’s funnel more systematically, with friendly email+ text reminders in days after folks applied to join.

We’ve seen a 40% lift in conversion.

Your product is very important to you. It’s priority #201 for everyone else. (1/3)

Obviously, you want to be tactful and respectful. We‘re a very high touch product, people spend considerable time applying, so I‘m comfortable with that kind of outreach.

We haven’t had a single person complain about text or email reminders. (2/3)

bottom line: if they spent the time to show interest, that means they want to know more. And like everyone else, they might just have a lot going on and need a reminder every once in a while.

Don’t be afraid to surface your product (while respecting privacy and attention) /end

Martin Delaney
@FoundersHustle

Want to grow your Twitter audience around a niche subject?

Here's how 16-year-old @PrasoonPratham attracted 40,000+ followers wanting to learn about machine learning over a few months, from scratch! 👇🧵

2. Pratham joined Twitter June 2019 to learn more about his life passion, programming.

In May 2020 he got curious about machine learning and started tweeting about it.

But, he was just a beginner! 🙃

No matter.

By the end of the year he reached circa 40k followers.

3. So, how can someone with no prior experience on a subject become an influencer in such a short period of time?

Particularly on a platform that counts numerous—highly followed—machine learning experts amongst its ranks of users from the likes of Google and Amazon. 🤔

4. Pratham says he found a "gap in the community."

Before Pratham came along most of the machine learning content tweeted by 'big' subject matter accounts was by experts for experts.

He catered to beginners.💡

5. A lot of tweeters trying to build a Twitter audience make the mistake of choosing a topic that is already popular and simply emulate the top voices within it. 🗣️

Unless you have overwhelming domain authority, there’s simply too much noise to compete effectively with them.

joshbuckley
@joshbuckley

Paid user acquisition is a curse. Later stage consumer startups that depend on it are the walking dead.

• After launch, ROI declines consistently across every advertising channel
• Early metrics are misleading because traffic is front-loaded due to the way ad algos work

Digital ad metrics have decayed every year since the industry was created.
• CPMs on major ad networks are now increasing at ~40%/yr.
• In 1997, CTR on HotWired was 78%. In 2019, Facebook’s average CTR is about 0.9%.
(H/t @andrewchen)

Facebook/Google algorithms are so good at targeting people that paid acquisition traffic tends to be highly front-loaded.

Founders and investors are often shocked when numbers rapidly decay — because the ad population has been saturated.

So, what’s the answer for these startups? I think a few things:
1. Optimize ad spend as the userbase saturates
2. Build a distribution moat to re-target customers later
3. Focus the core business on things that spread organically
4. Explore emerging advertising channels quickly

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Trump is a Russian asset, a mob money launderer installed by his mob whoremasters to sow chaos and weaken the US & our allies.

EVERY SINGLE THING HE’S DONE since taking office is to achieve those purposes—that and to enrich himself personally.

[THREAD]

1/ His entire family is part of this. Melania is a fucking crook. Ivanka is a fucking crook. Junior and Gums are fucking crooks. They will all die in prison, except for Kushner, who, if he really *did* trade US intel for money, should be executed for espionage.

2/ Why do you think Trump installs uniquely corrupt & awful people to Cabinet positions? Pruitt, Zinke, Betsy, Rex/Pompeo, Wilbur "Melting Nazi Face" Ross. They are not there to serve us. They are not there to drain the swamp. They are there to BURN THE REPUBLIC DOWN.

3/ Trump steals. He takes taxpayer money—your money and mine—and lines his pockets with it. He exploits his office to make himself richer. This is all he cares about. Why are Republican citizens, you “fiscal conservatives,” not more angry about this? Riddle me THAT, #MAGA.

4/ Matt Whitaker, the human dildo and “acting AG,” was illegally installed to throw a monkey wrench in the Mueller investigation. That’s why they won’t release his financials. He’s fucking bought and sold. He’s going to prison for obstruction.

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A thing which I unironically and enthusiastically believe which is unpopular among smart people of my acquaintance: financial engineering has in the recent past and present contributed substantially to human welfare. We should hope to see more of it.

Maybe more geeks need to meet someone who says “My job is teleporting value across time and space.”

Financial engineering is sort of a squishy term. I don’t primarily mean payments infrastructure or financial rails, although both of those involve substantial engineering.

I mean more “We took a thing and performed some alchemy, and now have a new thing.”

Except instead of alchemy it is generally quite a bit of math, a huge amount of contract law and due diligence, often an impressive amount of ops work, and a dusting of technology that web devs would recognize as such.

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ACHARYA SUSHRUTA and SUSHRUTA SAMHITA

Ancient Indians were pioneers in diverse fields of study and their genius was centuries ahead of their times. Feel the glory, basking in pride of their unparalleled achievements.

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Sushruta (circa 7th or 6th century BC) was a surgeon who in present times is known as the “father of Indian medicine” and “father of plastic surgery” for inventing and developing surgical procedures. He lived in Kashi on the banks of river Ganga.(1)

His work documented in the Sushruta Samhita (compendium) is one of the oldest texts in the world on plastic surgery and regarded as one of the trilogies of Ayurveda. The other 2 being the Charaka Samhita and Astanga Hridaya.(2)

Sushruta compiled the Sushruta Samhita as an instruction manual for physicians to treat patients.(3)

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Numberonepal
@numberonepal

1/ Stolen from the greatawakening(DOT)win...

I will only be making one post here. Do not ask who I am. Do with this information as you please.

The Trump Card is being played. It's much simpler than you all realize. Some of you have gotten it right.

$Andrey \uf8ff Azimov$

Andrey  Azimov
@AndreyAzimov

The best way to know if people like your product is NOT:

- Have a lot of emails in the waiting list
- Become #1 on PH
- Become #1 of HN or Reddit
- Have people that saing "I'll pay"
- Have a lot of free users

The best way to know if they're actually pay for it.

The only thing that matters is your product providing a value, and you can't know this until people will pay money for it.

We can have a first signal of a product/market fit after the launch by check how many sales we've got in the first 24h. Some scale:

200+ This has a high potential.
100+: This has a potential.
50+: Some people need it.
10+: People almost don't need it.
0+: People don't need it.

This is for a single time payment product. For a subscription probably it should be less because people hate subscription.

And obviously, you should have a lot of traffic like 3-5k+.

Here is a stat for my products (macOS apps) for the first 24h after the launch: