5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

1. #INBOUND17 5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue Scott Tousley Head of Growth & Acquisition @ NEW HUBSPOT PRODUCT (!) San Diego, CA

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3. #INBOUND17 Jan 2015 Revenue Jan 2017

4. #INBOUND17 “Triple digit increase” Revenue Jan 2015 Jan 2017

5. #INBOUND17 “Triple digit increase” When we began experimenting with sales copywriting and automation Revenue Jan 2015 Jan 2017

6. #INBOUND17 DISCLAIMER Copywriting ≠ Growth

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8. #INBOUND17 Copywriting = Growth DISCLAIMER Product + UX + Sales + Copywriting + Academy + Support + Leadership + Recruiting + Training + many other things

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10. #INBOUND17 The Pareto Law of Copywriting1

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14. #INBOUND17 The Pareto Law (or 80/20 rule) Roughly 80% of output comes from 20% of input

15. #INBOUND17 80% results20% effort Image credit: https://upload.wikimedia.org/wikipedia/commons/b/bb/Timothy_Ferriss.jpg

16. #INBOUND17 80% results20% effort

17. #INBOUND17 How can we apply this to HubSpot Sales?

18. #INBOUND17 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort

20. #INBOUND17 Qualitative Quantitative

22. #INBOUND17 “I wish I could …” “It’s frustrating when …” “I’m concerned that …” DREAMS PAINS BARRIERS

23. #INBOUND17 DREAMS PAINS BARRIERS

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28. #INBOUND17 100%+ CVR Source: https://blog.hubspot.com/marketing/customer-driven-copy-conversions

30. #INBOUND17 Challenge #1: Schedule one customer interview by Friday 1. Listen to your audience 2. Write down their words 3. Test words in marketing 80% results20% effort DREAMS PAINS BARRIERS

31. #INBOUND17 The Zeigarnik Effect2

32. #INBOUND17 $630,710,000,000

33. #INBOUND17 $630,710,000,000 1 2 3 TV & Movie industry Live Events industry Software industry

34. #INBOUND17 $630,710,000,000

35. #INBOUND17 The Zeigernik Effect It’s psychologically uncomfortable to not finish something we’ve started.

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39. #INBOUND17Image credit: https://upload.wikimedia.org/wikipedia/commons/b/bb/Timothy_Ferriss.jpg

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44. #INBOUND17 The Zeigernik Effect It’s psychologically uncomfortable to not finish something we’ve started.

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48. #INBOUND17 + 20% DAUs (Daily Active Users)

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53. #INBOUND17 2.3x CTR

54. #INBOUND17 Challenge #2: Run a “Zeigernik Effect” A/B test in next email Version A Version B Story Story Don’t share endingShare ending

55. #INBOUND17 F.O.M.O.3

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61. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization

65. #INBOUND17 What is my life purpose?

66. #INBOUND17 What is my life purpose?

74. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization FEAR

75. #INBOUND17 Physiological Safety Love & Belonging Self Esteem Self Actualization FEAR

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77. #INBOUND17 Trigger Action Reward

78. #INBOUND17 Trigger Action Reward Fear of loss

79. #INBOUND17 Trigger Action Reward Fear of loss Purchase

80. #INBOUND17 Trigger Action Reward Fear of loss Purchase Peace of mind

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84. #INBOUND17 Fear is humanity’s most powerful motivator.

85. #INBOUND17 Fear = Survival = Evolution Image credit: https://creativesocialblog.com/evolution-man-computer

86. #INBOUND17 Loss Aversion The fear of loss is more powerful than possibility of gain. Image credit: https://www.princeton.edu/~kahneman/

87. #INBOUND17 Scenario #1 Scenario #2

91. #INBOUND17 F.O.M.O. The fear of missing out

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100. #INBOUND17 996 Sales meetings

101. #INBOUND17 Challenge #3: Try leveraging F.O.M.O. with your next offer Encourage action by applying urgency with a limited-time time offer.

102. #INBOUND17 The AutoProspector4

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106. #INBOUND17 GOAL: Less prospecting, more talking Less searching, more talking

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108. #INBOUND17 Step 0: Find people smarter than you. Michael Pici Sam Awezec

109. #INBOUND17 Step 1: Marketer writes emails on behalf of sales reps Marketer writes emails Email comes from sales rep

110. #INBOUND17 Step 1: Marketer writes emails on behalf of sales reps Marketer writes emails Email comes from sales rep

111. #INBOUND17 Step 1: Marketer writes emails on behalf of sales reps Marketer writes emails Email comes from sales rep Calendar link updates based on sales rep

112. #INBOUND17 Step 2: Sales reps double productivity BEFORE

113. #INBOUND17 Step 2: Sales reps double productivity BEFORE AFTER

114. #INBOUND17 BEFORE Step 3: Company has “triple digit increase”

115. #INBOUND17 BEFORE AFTER Step 3: Company has “triple digit increase” When AutoProspector was implemented

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118. #INBOUND17 Challenge #4: Create your first AutoProspector campaign 1. Email software 2. Scheduling software 3. CRM software

119. #INBOUND17 The Liking Principle & Isolation Effect5

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123. #INBOUND17 The Liking Principle We are more influenced by people (or products) we like.

124. #INBOUND17 The Central Route to Persuasion The Peripheral Route to Persuasion

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131. #INBOUND17 The Isolation Effect (aka the von Restorff effect) We remember things that stand out.

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143. #INBOUND17 8,500+ Sales meetings

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150. #INBOUND17 The Spectrum of Weirdness

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152. #INBOUND17 “THE ULTIMATE RISK IS SAFETY.” - S E T H G O D I N #INBOUND17

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154. #INBOUND17#INBOUND17 T H A N K Y O U

5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

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5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

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