Communicating Product Value

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.

It’s your startup. And it should be. It will change people’s lives. You work long hours bringing to life a new way of doing things, of solving a problem, of seeing the world, of interacting with people. With dreams of double-digit growth, profitability, and maybe the cover of Inc. magazine, you oversee market research, design iteration, plan new traffic-driving campaigns, new product features.

Something is not right. People are signing up the wrong way. It doesn’t make sense. You followed the lean startup advice, you have made customer service a priority, and the design is beautiful, but where is the response? Where are the sign ups? Where are the glowing testimonials of passionate users?

Listen to this. If you don’t communicate your product’s value effectively, you’re toast.

That sounds bad, but we have some good news.

What if I told you that we could solve the problem for you? We found someone who helped create an amazing startup, but, using his framework and expertise, helped position that startup for white-hot growth, furious conversion, and an impressive acquisition with the #2 fastest growing software company in America?

Andrew sat down with Joshua Porter, the Director of User Experience at HubSpot, and they solved the problem for you. Josh has an approach that works. A superior method was born out of millions of data points and years of research. He shares his process in this class.

Josh uses 3 steps to communicate product value. Just three. Josh has found counter-intuitive tactics in his years of experience. You will see both highly successful and not-so-successful examples as Josh explains what is happening on the page. You will get step-by-step instructions on how to apply Josh’s framework to your own business.

What do you learn?

Get more people to sign up. Find out what your promise is. If you use this approach, you don’t need a laundry list and it won’t take a lot of time.

You need to align your entire marketing. Josh says that the web’s most successful companies will never tell you.

What to include in testimonials, where to put them, and one requirement each testimonials must meet.

Mistakes can be learned from. There are examples of product value going wrong on live websites right now.

How to tell about your product.

How to actually do them correctly so they persuade and convince are some of the reasons why screenshots are so important.

There is a kimono inside HubSpot. The best companies in the world don’t pay attention to this piece. If your business has stopped growing, you can use Josh’s technique to remake your own.

How to design a call to action path for both consumer and enterprise products.

The path to adoption is affected by the biggest difference between B2B enterprise and B2C business modes.

There are ways to give features and benefits.

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 would find with Apple, Freshbooks, and other superstars.

The real reason that the Chrome browser went from 0 to the top 3 browsers in the world.

If you care about convincing people to sign up for your product or service, then you should be testing.

What do you get?

If you prefer to watch the course on the go or listen to it on your iPod, you can download the full 84-minute course.

You can get Josh Porter at nextskillup.com.

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