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
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
Steph explains what you'll learn in this 90‑second preview…
For those who lust for lengthy marketing content, Steph Hay’s matter-of-fact approach to writing may seem too simplistic. After all, she admits to weeping quietly whenever she’s asked, ”Can you make us sound better?”
But her focus on helping people make decisions is exactly why Steph’s become the go-to copywriter for user-driven companies (including ours). Rarely do we find a self-proclaimed “word nerd” who also is an IA and UX designer -- so get ready for a seminar that packs a punch.
When not creating powerful experiences using the written word, Steph’s saving the world from waiting on hold through the start-up she co-founded, FastCustomer, where she leads product development. She’s on Twitter @steph_hay.