Podcast episodes, resources, how-to-guides (and more)
Season 1
You’re Doing
Growth
Wrong
For startup founders and marketers tired of learning about growth the hard way
![[S1E5] Diane Wiredu, Lion Words: Not everyone gets to be the Liquid Death of B2B SaaS — and that’s OK.](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1713973205124-O9LRCFXRLVPHZ8PWKJ2K/s1e5_diane_lion_words_cover_image.png)
![[S1E4] Alan Albert: “We tend to think our first ideas are the best ones, and we run with them. But sometimes they're not the best ideas.”](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1712317041820-7REKYWD6VBAVE0XF7BK3/S1E4_Alan_Albert.png)
![[S1E3] Talking about (most common) early-stage startup mistakes with Lucy Heskins. Because nobody should have to *cry in marketing* alone](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1710334587500-CKPRUSWGG9J1GP3HM5M9/lucy_episode_cover.png)
![[S1E2] Heather Lawver: branding is not what you think it is. Plus: how to create pitch decks that get you funding.](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1709123657877-MRPV1JGYV2YWCW315DVF/heather_episode_cover.png)
![[S1E1] Jocelyn Brady: Hustle culture is killing us](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1707918293882-SYW2O8S33XBX19FL058T/Jocelyn_pod_episode_cover.png)
Check out older posts for tips on research, CRO and competitor analysis. Or scroll down for templates, guides and other resources
Questions you should be asking to write better conversion copy
In this post: 3 sets of questions that would help you solve these 3 common startup challenges:
Coming up with a value prop that would work across ICPs
Uncovering hidden objections that are stopping your prospects from converting
Pre-launch sanity check (obvious, but frequently overlooked)
Customer testimonials for B2B SaaS startups: how they can help you improve conversions
Testimonials can be more than pretty placeholders and can help you improve your website or landing page conversions. 3 steps to get customer testimonials that go beyond “Great product!”
"Do NOT look at your competitors' websites" (or should you?)
You shouldn’t copy your competitors, obviously. Ignoring them is also not the answer. Your prospects are making purchasing decisions within a specific context that includes looking at competitors’ solutions. Find out how to use it to your advantage.
When to do a complete website overhaul… and when not to
In my B2B SaaS conversion copywriting world, “aspirational behavior” + “temporal landmarks” almost always equals “new website copy in Q1Q2.”
But is it the right thing to do, right now, for your startup?…
How to audit your B2B SaaS website and improve conversions
Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead.
I’ve reviewed dozens of early-stage startup websites and worked with Series A and bootstrapped companies on their web copy and messaging, and in all cases, tweaking hero section headline was not the answer.
The answer was figuring out why the website was actually underperforming — and how to fix that.
The “how” will depend on your product and your audience. But the website sections that are neglected are almost always the same.
Templates and guides
Resources for
growing
startups
Grab them so you don’t waste time reinventing the wheel
A 3-step evaluation to see if you may run into messaging issues as you scale
Going through reviews (yours or competitors’) can make finding the right words to attract your prospects so. much. easier.
Differentiation analysis. Mapping out your case studies. And — my personal favorite — a monster research organizer.