Why your users can't find what they need
Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.
What business are you in?
Really, take a moment and think about it.
The answer might surprise you. And point out areas for improvement you had no idea you could even work on.
I've been working with this SaaS client, they've been in business for 20 years and have a ton of brand recognition in their space.
But with the years and many changes, both in product and leadership/team, they inadvertently forgot about a very important aspect of what made them great in the past.
It's the experience.
Adding layers to their core product led to tech debt and sacrificed user-friendliness for complexity. To the point where one of their major issues now, is not competitors beating them at attracting customers or building better stuff.
No, their issue is that their existing users can't find the features they need! And so they leave for the competition.
Feature discoverability is a big problem for established players.
It happens a lot, especially in B2B SaaS, where committees don't make decisions easy, and multiple buyer personas have a lot of different needs and wants.
One important lesson from this, is you should never lose touch with what your REAL business is about. And a lot of times it's about the experience you provide to your customers.
I heard Marc Cuban talk about how as a business, his NBA team, the Dallas Mavericks, are not about basketball at all:
the first question I asked myself is what business are we in?... the entire NBA thought we were in the business of basketball. We were not. We were in the experience business. When you think about sporting events that you've been to, you don't remember the score. You don't remember the home runs or the dunks. You remember who you were with and you remember why you went... Those are the experiences you remember... I conveyed to our people that this is what we were selling, that what happened in the arena off the court was just as important as what happened on the court, if not more so.
What business are YOU in? And are you still focusing on that?
📚 3 things to get better at copywriting
Video: How to enjoy reading
If you're reading this chances are you already do, but I find it's always helpful to refresh your memory on why you're doing something and how you might be doing it better. This video is great to reconnect with your reasons for taking time to just read.
Article: How to do Positioning - step by step guide
Yesterday I had the pleasure of having Jane Portman, co-founder at Userlist, on the podcast (episode coming out soon!). In my research I stumbled on one of their articles about how they worked through their repositioning process. It's an excellent guide, especially if you read April Dunford's "Obviously Awesome" and want to get a practical, real-life example of how to do it right.
Spoiler alert: like any iterative process, your positioning will change. It's one thing Jane mentioned yesterday - since 2022 when they did the exercise, they shifted again. You'll notice it from their current value prop. It's all a learning process!
Swipe file: Stereotype the status quo to crush it
Liquid Death does it again. In this ad, they group together all major soda brands and bring them down to their "essential ingredient", sugar. They even make up a brand for the status quo they're fighting against. Love how this big idea encapsulates so much, so simply.
Use it: Can you find the common denominator among your competitors - and use it to your advantage?
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Work with me on your copy
Let's get more customers →
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✅ Don't miss it
Episode 13 of The Message-Market Fit podcast is out!
I had an amazing chat with Andreea Cojocariu, a creative and analytical powerhouse and marketing director at TestFit, a real estate visibility platform. Here’s what you’ll learn:
- How video marketing and content repurposing can grow your brand
- How AI can improve your content creation process and team dynamics
- Strategies for navigating remote work and maintaining a strong company culture
- How to make data-driven decisions while nurturing creative insights
- The secret to harnessing data and storytelling for maximum impact
- How internal testing and social media engagement can boost your marketing efforts
- Navigating the challenges of crafting messages for diverse audiences
- The art of finding joy in both work and life
And way way more.
Check it out here, wherever you listen to podcasts or on Youtube. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏
🤔 Thought of the week
"Today I see red when anybody at Ogilvy, Benson & Mather tells a client that we cannot produce an advertisement television commercial on the day we have promised it. In the best establishments, promises are always kept, whatever it may cost in agony and overtime."
David Ogilvy, Confessions of an Advertising Man
The promises you make are an indicator of self respect. When you break them you’re not only lying to others, you’re lying to yourself. It takes honesty and commitment to be true to who you want to be.
Have a great weekend!
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Chris Silvestri
Founder, Conversion Alchemy
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🙌🏻 Let’s be friends (unless you’re a stalker)