Originally published: Jul 15, 2014
This article was originally published in March 2012 on Steph’s website.
Lately, I’ve been looking at content through the lean lens. For copywriting, this means testing for messages that make users click before writing a ton of content.
And clicks are an awesome starting point for generating truly compelling content — especially for us startups, where clicks-to-conversions-to-repeat-usage is nirvana.
So I wondered, what’s the purpose of traditional marketing content?
Marketing content keeps words like “synergy” and “leverage” alive. Ok, this isn’t true.
Marketing content enables established companies to brand their voice … primarily because they already are established companies. They play with words, secure their spots as “thought leaders,” and continually reinforce their credibility as a provider of the product or service you might’ve purchased from them already.
Take woot.com, whose content never fails to be hilarious, or Seth Godin, whose content never fails to be honest or insightful. Their marketing content is so consistent that you probably don’t even have to think twice when you buy from them.
Marketing content also enables companies to reinvent themselves. Take Chrystler, which axed its old-fart messaging and blew minds in 2011 with this badass messaging:
But if you’re a startup, you’re probably more concerned with actually just inventing yourself. Also because it’s Step One to conquering the entire universe.
That’s where lean content can help.
I’m now regularly applying lean principles to content development in my own work with FastCustomer. Seriously, the hardest part has been putting aside my creative journalistic ego. The laser-focus it gives the rest of our efforts is incredible.
I’m also advocating this approach while mentoring via 500 Startups. (Holla!) For example, SafeShepherd was ready to do blogger outreach, but they didn’t yet know which messages were making users come to their site in the first place. This is SO COMMON, but it renders any press or user-acquisition attempts fairly crap-shoot-ish. Which is a bummer, because it’s just not as smart as it can be.
So, lean content is all about writing in smarter ways — by testing messages to find what makes people click.
After all, discovering that hook — for users, press, investors, or buyers — is crucial to our growth as startups. It’s that golden “a-ha!” moment that makes people DO something. Because they instantly *get it.*
Without it, we’re just using words and hoping people understand. Then writing more if they don’t.
Now you can confidently use the highest-clicked messaging as a starting point for your content (e.g., landing pages, blog posts, emails, tweets, facebook posts, press outreach) to entice more eyeballs.
And this is where an awesome copywriter can truly blow things up.
If you’re challenged to find the right words for your customers and feel there’s a disconnect between your content and your design, then you’ll want to attend Steph Hay’s daylong workshop at the User Interface 19 Conference in Boston October 27. Explore Steph’s workshop Content-First UX Design: A Lean Approach.
When not giving talks, Steph works with other awesome clients like PetSafe, HappyCog (Harvard, DelVal), and Workspace Design Magazine. She’s a resident mentor at 500 Startups, co-founder of FastCustomer, and co-organizer of the DC Lean Startup Circle.
How does your organization test your messaging? Tell us about it at the UIE blog.
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