Tech world is full of jargons – AI, CMS, DNS and more. It may make us sound smart. But, it may just confuse the heck out of potential customers. After helping enterprise companies convert more browser visitors into buyers using content, Jessica, CEO and Senior Conversion Copywriter at Horizon Peak Consulting, has experience in making complex subjects relatable, which is why her work in the tech space is second to none. For one of her clients, within the first 30 days, Jessica’s work generated $27,000 in new revenue to leads that came from the content she helped us write.
In episode 59, you’ll learn:
- Jessica’s exact process for turning content to cash
- Why conversations are more important than conversions
- The top two customer experience mistakes on blogs
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Tweet Some Quotes from This Episode
When you use your customer's language to describe their problem and the solution they're looking for, your content will connect with them at a deeper level. – @horizonpeak from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet You have to speak your customer’s language for your customer to understand what you’re saying. - @horizonpeak from @GrowthToday podcast. Get the full episode 👇 Click To Tweet So many content writers turn into content writing machines and totally forget that there's a human being who's going to be reading that. – @horizonpeak from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet Listen in on how your target audience talks because how they talk are usually how they read as well. – @horizonpeak from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet Long-term relationship with customers is worth more than any one-time sale – @horizonpeak from the @GrowthToday podcast. Get the full episode 👇 Click To TweetMy Takeaways from This Episode
- Know how your customers talk. Do they talk really quick in short sentences? Or do they talk in long, detailed monologues? Jessica said that how your customers talk is how they usually read. An example she gave is that CMOs tend to prefer punch, short sentences while developers prefer long, detailed paragraphs.
- Conversations over conversions. No growth hack or tactic or one-time sale is ever worth destroying a long-term relationship with your customer. That’s why conversations are important. First impressions matter and that initial first experience set that tone for the rest of their relationship with you.
- Post-sale experience is as important as the pre-sale experience. This was one thing that Jessica hated. After the deal’s been closed, so many companies just ignore their customers. Send content to help onboard and turn your customers into advocates.
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About Jessica Mehring
Jessica Mehring is the CEO and Senior Copywriter at Horizon Peak Consulting, the creator of The Content Lab, and an Amazon Kindle best-selling author. She started her career writing copy at a top creative agency, a catalog company and one of the biggest technology corporations in the world. Now, Jessica writes content for the most innovative startups, global technology corporations, and even Emmy Award-winning creative producers.
Jessica’s bachelors degree in history from the University of Colorado at Boulder (class of 2000) comes in handy today as she understands where my client’s business is coming from, evaluate where the business is presently, and assess where they need to go with the future of their content marketing in order to be successful in the new economy. She provides Horizon Peak clients with the outstanding content and copywriting they need to stand out in their industries and engage with their target customers.
Show Notes
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4:24
An overview of Jessica’s career journey from working at HP and Compaq to starting her own consulting practice
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8:28
How does Jessica deal with tech jargon in copy and content?
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11:24
Jessica’s process for writing copy and content that drives sales
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14:55
Customer research specialists that Jessica refers work to
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15:20
How Jessica uses human psychology in her content process
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19:01
Why conversations are more important than conversions
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20:45
How does Jessica deal with founders who are more interested in short-term results instead of building relationships?
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24:28
What are the top-of-the-funnel content strategies?
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25:45
Why is the north star goal of blogs should be the customer experience
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27:35
What content are important for creating a great post-sales experience for customers?
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29:44
The top two customer experience mistakes on blogs
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34:08
How do you know a content writer is walking the talk?
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38:05
What are resources available to those who are new to content conversion copywriting?
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40:30
What is Jessica’s one piece of advice to marketers
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42:50
What is Jessica’s call to action?
Links
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