Communicating Product Value – Josh Porter
Communicating Product Value
How this top-notch designer and co-founder stuck to a simple method to help his company’s sales get so furious that after just 18 months they were acquired by the #2 fastest growing software company in America
Your startup is your baby. And it should be. It’s gonna change people’s lives. And you work long (often thankless) hours bringing to life a new way of doing things, of solving a problem, of seeing the world, of interacting with people. You oversee market research, design iterations, plan new traffic-driving campaigns, new product features — all with dreams of double-digit growth, profitability, and maybe the cover of Inc. magazine (it could happen!).
But something is wrong. People just aren’t signing up the way you expected. It doesn’t make sense, either. You followed the lean startup advice, you’ve validated your concept with prospective customers from your target market, you’ve made customer service a priority, the design is beautiful, etc., so where’s the response? Where are the signups? Where are the glowing testimonials and raving crowds of passionate users???
Listen to this. You can do 98% of all that stuff correctly, masterfully even, but if you’re not communicating your product’s value effectively, then you’re toast.
That sounds grim (because it is), but we’ve got some good news.
What if I told you we could solve this problem for you? That we found someone who helped not only create an amazing startup, but, using his framework and expertise, helped position that startup for white-hot growth, furious conversion, and — in 18 months after launching — an impressive acquisition with the #2 fastest growing software company in America?
I’m writing this to tell you we HAVE solved this problem for you, because Andrew sat down with Joshua Porter, former co-founder and VP of Customer Experience at Performable, now Director of User Experience at HubSpot. Josh’s approach WORKS. He’s uncovered a superior method, born out of millions of data points and years of research. And in this Master Class, he shares his process with you.
You will learn the 3 steps Josh uses when communicating product value. Just three. Plus you’ll find out the counter-intuitive tactics Josh has discovered in his years of experience. You’ll get a behind-the-scenes look at HubSpot’s next moves, and see both highly successful and not-so-successful examples as Josh deconstructs what’s happening on the page. You’ll also get step-by-step, “what-do-I-do-now” instructions so you can apply Josh’s framework to your own business immediately and easily.
What You Learn
– Get more sign ups. Find out what your ‘promise’ is. You don’t need a laundry list and it won’t take you a lot of time if you use this simple approach.
– Align your entire marketing. Josh shares a counterintuitive fact that the web’s most successful companies know and practice — but will never tell you
– What to include in testimonials, where to put them, and the one requirement each testimonial must meet
– Learn from mistakes. See powerful examples of product value gone wrong on live websites right now — so you can avoid the same mistakes
– How to deliver details on your product
– Why screenshots are so important, plus how to actually do them correctly so they persuade and convince
– Peek inside HubSpot’s kimono. Even the best companies in the world forget this critical piece. Get an inside look at how Josh is reshaping HubSpot’s marketing — and use his technique to reshape your own if your business has plateaued
– How to design a clear call to action path to adoption for both a consumer-facing product and an enterprise-facing product
– The biggest difference between B2B enterprise and B2C business modes that hugely affects your path to adoption
– Killer ways to give a features and benefits tour
– Get the three characteristics that MUST be baked into your headline — plus an easy walk-through to help you find a promise as compelling as you’d find with Apple, Freshbooks, TiVo, Evernote, Google, and other superstar companies
– The REAL reason why Google’s Chrome browser went from 0 to top 3 browser in the world
– What to test, how to test, and the 5 categories of test types that if you’re not doing, you absolutely should be doing (but only if you care about convincing people to sign up for your product or service)
What You Get:
– The full 84-minute course in streaming format, downloadable .mov if you prefer to watch on the go, and downloadable .mp3 to listen with your iPod
Access Download Communicating Product Value – Josh Porter right now!
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