Virtual Seminar

Building Trust with Your Users through Messaging & Copy

February 2013 90 minutes

You’ll learn to…

  • Be discovered by speaking the language your audiences use
  • Test content—online and offline—for its understandability
  • See your forms as conversations (not just conversions)
  • Be helpful even when you don’t meet expectations
Topics:

Many products and services promise to be the easiest, smartest, and best things ever. The problem is, they're not—and this disconnect between marketing and reality is building a web of skeptics.

Fortunately, anyone can build trust with users by setting realistic expectations and meeting them. Stephanie Hay is going to help you get started by taking cues from online and offline interactions before writing candid content, crafting helpful user experiences, and maintaining users' confidence even when you "fail."

Whether you're selling a product or redesigning your organization’s website, you'll leave Steph's energizing seminar with a renewed sense of confidence that being genuine is actually the best.

  • Be discovered by speaking the language your audiences use

    You'll break the marketing lingo madness.

    • (Re)familiarize yourself with Google’s free keyword tool
    • Ask current users why they chose you—and why they keep coming back
  • Test content—online and offline—for its understandability

    You’ll look for content clues in the office, on the street, and in your inbox.

    • Talk to people on the street, record their questions or “aha” moments
    • Try users’ messages in Adwords that tests for clicks rather than conversions
  • See your forms as conversations (not just conversions)

    You'll see that optimization is more than just a number.

    • Make your forms UX fail-proof, both functionally and with tailored microcopy
    • Consider how email, ratings, or social-media interactions can satisfy marketing
  • Be helpful even when you don’t meet expectations

    You set their expectations in the first place, didn’t you?

    • Sweat the details of error messages and 404 pages
    • Encourage audiences to become fans just by being responsive over email