Hii friend 👋
I’m in the season of FOMO as I dodge new marketing tactics to grow my business, new tools to try, and whatnot (because everything is working really fine as is).
Once in a blue moon, I find myself in this FOMO zone — and it’s often when I’m working on a launch or side project 🙈
Ah, the ways we procrastinate (!)
Enough about me though. How have you been?
Reply to this email and tell me what you’ve been working on, how you’ve been feeling about it, and/or what blockers (mental or otherwise) you’ve been dealing with ✨
As for today’s issue, let’s dive right in, shall we?
Here are 7 snackable tips to improve your conversions:
1. Zoom in on your product screenshots
These peeps into your product play a pivotal role in developing interest in your tool.
But more often than not, they’re hard to read — the icons are too small, folks have to squint…
Correct that right away ✅
Also, set guidelines for taking screenshots (for yourself/your team) to minimize mistakes here.
2. Try other visuals for product education
Besides screenshots, slip-in feature tutorials/screen-recorded explainer videos and GIFs showing how to do something with your product.
Remember though: videos need to be bite size and GIFs ought to be, well, GIFs (fewer frames, not many).
Because when a reader wants to learn to do something, they want to learn to do it quickly. So clear steps and short visual intel are actionable enough to actually help them.
3. Talk about your product in awareness content
You gotta be smart about this, okay?
No product mentions come in at least the first quarter or half of the piece (depending on what the topic is).
Focus on empowering the reader with actionable insights.
After you’ve genuinely solved their question(s) in your content, permit yourself to slip in a product mention.
Here are 3 examples of brands nailing product slip-ins in their top funnel content [carousel]
4. Cut out one feature you’re talking about
Your readers don’t know your product as well as you do.
Which means, it’s easy for you to get carried away with: ‘our tool can do this, this, and this. But oh wait, also this.’ 🙈
For readers, this type of feature bloat quickly becomes confusing, killing the very purpose of your content (educating about your tool).
5. Keep deeper funnel content reader-focused
Deeper funnel is about the product, so it’s supposed to focus on the product, right? Wrong 😬
By capturing your readers’ jobs to be done, then offering a solution to achieve those, you can resonate more with the reader.
They can tell you understand their struggles and goals, therefore, are an authority they can trust = they mentally give your product a chance.
Here’s how I write reader-focused product-led content ✨
6. Continually address hesitations
Talk to your sales team and find out what concerns folks share about buying from you during their conversations with reps.
Is it the pricing? Is it that you don’t have a mobile app?
Make sure you combat these hesitations in the deeper funnel content you plan ✅
7. Take a customer-led, results-first approach
87% (!) of tech buyers are investing in ROI-promising software.
Which is your signal to start weaving customer success stories within the content you strategize (if you already aren’t).
Dropbox does this brilliantly well — I’m a huge, huge fan.
In your briefs, link to relevant case studies to include.
Create a spreadsheet/Notion database listing customer testimonials. Share it with your briefs so writers can handpick and add relevant quotes within the content ✅
K, that’s all for today folks.
I could go on and on, but I’m gonna take my own advice and shut up to save you from choice paralysis.
So long, bud
Masooma