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09 - Building trust

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    For our product line review
    we've had tons of features or
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    lot's of people who are building
    really amazing products.
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    Everything about my language is
    talking about like how do I make it so
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    the user feels like they're kicking ass.
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    because a lot of people like
    who are great building stuff,
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    they're like they talk about features
    like look what we have, look what
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    we're doing, look why this is awesome,
    this is going to be really cool.
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    And it needs to be complete opposite,
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    where it needs to be like look we use
    this, this is what's going to kick ass.
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    And so it's all about the language and
    the features.
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    Like I can say you get 1,000 entries,
    unlimited forms,
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    you get payment integration.
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    But that's just listing the features.
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    What I need to say is look, you don't
    have to worry about data collection
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    anymore, everyone in your department is
    going to have this installed on there.
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    You get to make money off of this.
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    Monetize like a couple of seconds,
    instead of having to wait for paying
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    like thousands of dollars for someone to
    build a custom Ecommerce site for you.
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    Beta test certain issues.
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    User management like all that stuff has
    to be turned around when you're talking
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    about this feature.
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    So that took us a while to understand
    like okay, the motivations on why people
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    want to be on certain plans and
    making sure it got communicated.
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    You being on here, the reason
    you're on here is because of this,
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    because it's all for you.
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    And that took a real sort of empathy
    in terms of describing and sort
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    of a knack for copy that's a flipside
    of how people think about things.
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    Because like entrepreneurs are really
    good about talking about sells and
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    pitching their company and
    all that stuff, but
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    a lot of times they don't realize like
    the pitch you need to give is the pitch
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    that allows people to talk
    about you to someone else.
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    It's like I use this and it's my secret
    weapon, I'm sharing it with you now.
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    And I'm now, like your most interesting
    person at the dinner able or
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    you gave this tip that makes you
    look like the really awesome guy.
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    And so a lot of people just don't
    even craft copy in a way that
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    can be disseminated that easily.
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    A lot of times they'll just use
    weird slogans and taglines,
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    short phrases and stuff.
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    And I was like I can't
    repeat that to someone and
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    have it make any coherent sense on
    why you should use this service.
Tytuł:
09 - Building trust
Video Language:
English
Team:
Udacity
Projekt:
UD518 - App Monetization
Duration:
01:50

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