How Slack is Making Product Marketing Addictive

Here’s what brands can learn from the companies and product marketing agencies that know how to sell products and design experiences at the highest level.

Slack, the social workplace messaging platform, has drawn lots of favorable notice in advance of its $23 billion IPO.  If you’ve used it, you understand why Slack has grown so popular. The overall experience is sticky in the extreme, encouraging near constant use. You don’t have to work at a product marketing agency or specialize in consumer marketing to recognize what an effective job Slack has done by integrating clever marketing with a deeply engaging user experience.

So how exactly has Slack been so successful? Let’s take a closer look.

How Slack uses clever copywriting to create highly addictive user experiences

If you’ve spent any time on Twitter in recent years, you’re familiar with a certain brand voice: Clever, self-deprecating, irreverent, but not offensive. In other words, the voice that many popular fast foods brands use on social media and featured in many startup marketing campaigns.

Slack uses its own version of this voice in its product, but deploys the voice strategically. The company understands that users have varying levels of receptivity to a lighthearted tone. After all, who wants to deal with jokes and puns when struggling to figure out an onboarding process?

Instead, Slack uses jokes and whimsical visualizations during so-called “end stage” or “empty stages” of the customer experience. These are pages or screens that don’t require any copy to help a user progress toward a goal — a “thank you for registering” page, for example.

While Slack takes a clever approach to copywriting, the company also understands that it’s important not to go overboard. Sara Culver, Slack content and design manager, listed a few of the company’s copywriting rules at a recent marketing seminar: 

  • Don’t make the user feel guilty. Anyone who has ever been asked to download an e-book or sign up for a newsletter is familiar with the standard guilt trip: The “yes” button includes language along the lines of “I want to take advantage of this incredible opportunity!” Meanwhile, the “no” button says something like “sorry, I’m not interested in subscribing because I want my competitors to put me out of business.” These guilt trips are annoying, alienating and defeat the purpose of using clever copy.
  • Voice continuity. It’s extremely off-putting to read copy associated with a product and have the language veer from voice to voice. Stick with your brand voice when creating product copy and users will be much more comfortable, and receptive to what you are saying.
  • Use active prose and eliminate repetition. Good product copy is lively and engages users from a slightly different angle than what they are used to. It also avoids repetition, which is clunky and unprofessional.
  • Great copy enhances product marketing but can’t make up for poor UX and/or functionality. Even the most clever and compelling copy won’t alleviate the stress users deal with when confronted by poor UX and confusing or inoperable functionality. 

What the right product marketing agency can do for you

If you’re looking for direct to consumer advertising and other creative services, you should have one key priority: Finding an agency that can deliver consistently compelling campaigns and strategy.

At Bigeye, we know the power of well-executed product marketing. If you’re looking for a product marketing agency to help you create the kind of sticky and hyper-addictive copy favored by Slack, don’t hesitate to reach out to us today.

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3 Ways copywriting services will increase your marketing potential

Did you know that copywriting services can increase your team’s productivity and boost your speed to market? We’re always surprised when our clients tell us they never considered hiring copywriting services because they are a fantastic way to maintain and accelerate work with your creative agency partner.

In another blog post, we discuss the pros and cons of hiring an agency versus a freelance writer to tackle your content marketing needs. Most people opt to begin their content marketing journey with an agency and then use freelance writing services as a form of content maintenance strategy to keep their work on track.

Whether your creative agency orchestrates your copywriting services, or you hire a freelance writer directly, you’ll enjoy these three great benefits of outsourcing your copywriting needs.

1. STOP TALKING ABOUT THAT NEW PROJECT AND START DOING IT

We know you’re going to leave your 2017 brainstorming sessions with tons of great ideas. And we know that translating those amazing ideas into reality can sometimes take a little extra effort or get lost in the shuffle, especially at the beginning of the year when Q1 goals are full speed ahead. Using copywriting services can help get a project into market that might otherwise get stuck in the brainstorming or “blue sky” phase. One of the biggest challenges employees face when executing new ideas is simply a lack of time … and content marketing – when done right (or we should say write) – can be time consuming. Empower your employees to make their most innovative ideas a reality by partnering with a copywriting services team. This year, your brainstorming sessions can be more than just wishful thinking.

2. LET YOUR BUDGET BE YOUR GUIDE

There are many reasons you might choose to scale back your budget. Some, we know, are more difficult than others. Whether you’re simply trying to tighten your margins or you’re downsizing during moments of seasonality, copywriting services give you the freedom to scale your staff to your exact needs. You’ll never be paying more or less than you need when you use copywriting services because most agencies and freelancers can build a “pay to play” model to support your content writing needs. You can expect great, high-quality work without compromising your budget or your staffing and HR plan.

3. INCREASE QUALITY WITH COPYWRITING SERVICES

Shh, we won’t tell anyone… but we know that sometimes you just need to hire a professional. Your team may shine at many things – but if copywriting isn’t one of them, don’t sweat it. Copywriting services can elevate the quality of your content marketing efforts without a huge increase in budget or manpower. Your staff might even be a little relieved to take those duties off their plates.

All write, that’s what we’re talking about! Those are some pretty amazing reasons to take the plunge and try copywriting services. We’re confident that you won’t be disappointed. Click here to learn about some of the ways our clients have used content writing services to accelerate their work and take their marketing plans to the next level. Contact us to get started on yours right away.

4 of BIGEYE’s most creative minds spill favorite design advice

We’re about to let you in on a BIGEYE exclusive. Four of our Orlando marketing agency’s most creative minds dish on their favorite design advice. Whether you’re a designer, a business owner, or a production specialist, their advice speaks to the challenges we all face in our fast-paced, marketing-driven world. So sit back, relax, and soak in the good stuff.

Seth Segura, Creative Director: Solve the right problems.

Our Creative Director Seth brings a lot – and we mean a lot – to the table. His experience ranges from copywriting and design, to thought leadership and brand strategy. But at the end of the day, he always leads with results-first, which is why his favorite design advice hinges on solving customer or business problems. As a designer, it’s always tempting to lean into what is aesthetically pleasing; but as a creative marketer, you need to think about what problems you’re solving for your customers through design. When you look at a print ad or a web page: yes, it should absolutely look visually pleasing. Color balance, line, and composition are always king (unless you’re talking to the content folks on our digital team). But, your design must also enable customers to experience a new emotion or help them accomplish a specific task. For this reason, designers who specialize in user experience (UX) creation and page layout are some of the most highly sought-after talent in the marketplace. In addition to having a strong creative eye, these types of designers are trained to think about how customers will interact with their work. For them, that webpage button isn’t just red because it looks good … It’s red because it draws the customer’s eye to your business call to action and signals how they can complete a task. Fashion, meet function.

Rhett Withey, Lead Designer: Be up for the challenge.

Rhett has amazing intuition about what creative elements will work, and which will fall flat. In addition to having a natural sense of design principles, part of his success stems from tackling challenges head on. When thinking about his favorite design advice, he knows that chasing new design trends and emerging media every time something new comes out can turn a designer into a jack of all trades and a master of none; but that getting stuck in a rut, or resting on your portfolio’s laurels isn’t enough to stay on cutting edge of the design world. Rhett balances his own deep expertise against stretch goals and challenges that cultivate his leadership and design skills. To do this in your role, spend at least 15% of your time experimenting with new design media, raise your hand to lead a challenging new project, add research spikes into your work flow, take a class to explore new techniques, or partner with other creatives on your team. There are literally hundreds of ways to polish your skill set without compromising your current projects once you commit to doing it. While it’s always tempting to stick with the status quo, taking on new challenges fine-tunes your intuition and will make your work even sharper.

Dani Alfonso, Designer: Value your work.

One of the best pieces of design advice we can offer is to be passionate about and value your own work. Dani’s passion for her work shines through in both her professional output and in all areas of her life. Whether she’s traveling, enjoying time with her miniature schnauzer, working at her desk, collaborating with our team, or finding inspiration in the world around her, Dani lives with earnest passion that embraces creativity around her. And that is critical when designing for a living. As Chris Spooner, design blogger and theorist once said, “the clients aren’t always right. It’s okay to disagree with their demands if you can back up your own opinions with professional theory.” There will be times, as a designer, you will need to throw away work that you love, or defend work your clients hate. The trick is recognizing those situations when they arise and handling them with grace and confidence. Designers are one part creative expert and one part translator, charged with interpreting their clients’ business needs against the background noise of opinions, deadlines, and resource constraints to create something beautiful and functional. To do this, a designer needs to be confident in their knowledge and skills — and not afraid to share them.

Matt Hutchens, Video Producer: Manage the madness. 

As a video producer, Matt needs to manage crew members, wrangle environmental factors like lighting and weather, anticipate unexpected snafus, capture the perfect angle, balance timing, and weave together tone and messaging … to just name a few. It makes sense that his design advice is about having a design process that inspires creativity and ensures quality work. To help manage the madness that inevitably arises as business needs change and situations evolve, have a design “Q&A checklist” that covers the basic checks and balances necessary before signing off on a project such as spacing, spelling, contrast, and color in line with your brand guidelines. Designers often bear the brunt of the creative burden, so don’t be afraid to consider time savers such as collaborating, outsourcing, or finding good ways to use stock photography or video (when appropriate). Strategic time saving techniques free you up to do your best, most inspired work. Put some space around your creative process so your ideas stay fresh and your focus on point. Whether that means creating a design den for your creative team or letting people work from home once a week, figure out what your business needs to thrive and don’t be afraid to do something unconventional to enable your most talented minds.

Still want more from our star-studded team? Check out examples of their work here, or give us a call to discuss how we can add a little inspiration to your creative process. We are always eager to share design advice with our customers, but would love to hear what works for your team as well. Shoot us a message or share a comment on how your design team works best. Two heads are more creative than one!

Learn the Brand benefits of transmedia storytelling

In marketing, “storytelling” is a trendy buzzword. Marketers have often proclaimed the benefits of placing much of their advertising-driven focus on telling a compelling “story,” but what is actually represented by the story itself may be a bit hazy. That’s where the marketers at your favorite marketing agency in Orlando come in – we’ll help you paint a clearer picture of how a viable story might help you to provide positive support and reinforcement for your message.

Before the digital revolution, brand storytelling meant something very specific. In particular, it applied to the types of stories we share with one other, in both formal and informal settings, often containing an overarching narrative – including protagonists, antagonists, and the like.

With the ever-present and constantly changing advent of emerging technology, storytelling has taken on a brand new connotation (pun intended). Sometimes called transmedia storytelling, these are, from a broad perspective, the stories about your brand as told through the use of social media, design and other elements that help give people the entire picture of what your brand is all about. Additionally, every image or bit of copy itself can also tell a story. Even Google’s “Don’t be evil” slogan gives us a pretty solid example of how the brand strives to present itself – abiding by the belief that a company that does good things for the world might be forced to forego some short-term goals.

[quote]These days, storytelling isn’t limited to the words on the page.[/quote] Let’s take a look at how we can apply storytelling in a variety of business facets:

Storytelling in copywriting: “Just do it.” “Think different.” “Got milk?” Each of these copywriting examples represents a widely-known slogan. In just a few short words, the copywriters responsible for these taglines are able to tell fantastic stories about their business. But it doesn’t stop here. Content through longer-form text and via social media are both excellent avenues to deliver stories out into the world.

Storytelling in imagery: Images are effective because they truly resonate with people, transporting them to the locale that they see in the visual. Make an impact on your audience by relying on impactful visuals to tell these stories.

Storytelling in web design: Does the design layout of your website accurately depict who you are as a brand? Cutting-edge companies often have interesting websites that also reflect these values, whereas simple brands will employ more simplistic websites to reflect the mission of the business.

Storytelling in user experience: Beyond simply website or mobile app design, this scenario poses the question of whether the user’s experience across platforms is consistent with your brand story. For instance, if you advertise excellent customer service, then your user experience can aptly highlight this feature by allowing ease of navigation of your apps, as well as features that place the customer at the center of the experience.

Storytelling in sales: People are much more engaged with stories than with hard facts. Use interesting stories in your sales decks and presentation in order to help highlight your business’s strengths and create a feeling of “relatability” within your audience.

Storytelling in corporate culture: To at least some extent, your company’s people are the living and breathing representations of your story. Think of corporations like Google and Apple, both of which lean on their unique corporate cultures as the heart of how they do business. As an organization, who are you are, where you come from, and why you do what you do often makes for a very compelling story.

Storytelling in customer service: For Zappos, customer service IS the story. Zappos employees will stay on the phone with customers for 8 hours or longer just to fulfill the high customer service expectations set forth for and by customers. And, Zappos’ customer service commitment actually inspired an entire book called Delivering Happiness: A Path to Profits, Passion, and Purpose, which essentially contains a collection of stories the culminate in the overall Zappos brand story.

If you’re not focusing on your brand’s story in all areas of your business, maybe it’s time to shift the paradigm – to begin thinking about how your great tale might best be told. Our Florida marketing agency can help you find and focus on a brand story worth sharing with your customers. Contact us today to let us help you refine your approach, and develop strategies to create a library of success stories!

The Importance of the Role of Design in Marketing

I recently subscribed to an email list for a friend’s business. But, when I saw the first email newsletter, I found myself very uneasy. The business deals with photography and design, and yet the email that landed in my inbox was a bare-bones, plain text email. You’d think someone like that would put more care into the message he’s trying to convey — maybe I need to tell him that the team at our Orlando marketing agency has a few ideas to help him understand the role of design in marketing.

Now, in marketing, each of us has our strengths. I understand that a copywriter at our Orlando advertising agency shouldn’t necessarily be counted on to design a document, or a strategist doesn’t need to know a ton about website development. But I do think design should permeate through all areas of business.

It’s important to have consistency in all brand assets. This doesn’t just mean print ads, but applies to internal and external marketing tools including sales decks, memos, website design, social media and, as you saw above, the email experience. The goal here is to make sure you’re telling the same story across all platforms. This will make it easier for people to identify your brand, and they can then follow along for the ride when they see your emails or your Facebook posts. And, it just looks nice!

Thinking about my friend’s photography business, he probably has a number of excellent assets to help sell the story of his business. He’s asking people to spend a lot of money to use his services, and while having an email signup list is a great first step, that list also needs to reflect the essence of the brand he wants to create. A plain text email? I see plain text emails all the time. What I want is for you to really wow me! Use these visual techniques to help entice me to choose you over competitors.

[quote]BIGEYE created a responsive web design for Arsenal Venture Partners that produced the ideal interaction they were hoping for. Check it out![/quote]

Your website should be a reflection of your business. The assets you put on your site and photos that you choose are all ways you market yourself, so it’s important to take care in what you’re presenting to the world. This even goes into the user experience of the site – you need to make sure that if you have a shopping cart feature, it’s easy to use, and that if you have a ton of content on the site, it’s easy to navigate. For some reason, people tend to overlook these essential aspects in trying to design websites —but these days, you can’t afford not to think about them because they translate to real ROI.

Recently, I heard about the Barbarian Group, an innovation agency in New York highly focused on design. True to the brand, when they moved to a new office, they emphasized the importance of design. As such, they created a massive single sharable desk as a place for people to keep ideas flowing. It’s a testament to the fact that design truly permeates every aspect of the business – even in the workplace setup.

The team at our Orlando marketing firm knows the value of design, and would love to help you create and execute design-oriented marketing strategies. Contact us to set up an appointment to learn about how we can help you!

Six of the Best Copywriting Tips From Our BIGEYE Team

It’s springtime again, and even if you haven’t gotten around to doing much spring cleaning yet, there’s one thing we can suggest you clean up: your business’s copywriting strategies.
Good copy can sell a product. Great copy, on the other hand, can sell a way of living. Think of Nike’s “Just do it,” or Apple’s “Think different.” Both are powerful slogans that also give immediate insight into how the brand is trying to improve your life.

Copywriting is as much of a skill as it is an art. Ask a copywriter where her most brilliant ideas come from, and many times she’ll tell you it was simply a moment of inspiration, or an experience that excited her and got her thinking. That’s something you can’t necessarily learn in an ad agency.

However, we can certainly try to achieve those effects in more structured environments. Here now are some copywriting strategies from the pros at our Orlando marketing agency to help your business bloom faster than an orchard full of orange blossoms.

A quick note: the word “copywriting” can mean lots of things, but in this instance, let’s say that the term “copy” means any words that we’re using to market a business or brand, in whichever capacity you need them. Most people tend to think of this in terms of marketing copy on websites, blog and in print, but for our purposes, we’ll say copy can extend to presentations and social media as well. Here, BIGEYE presents 6 of the best copywriting tips to assist you in your efforts:

1. It’s About the Audience

Marketing copy should always be about your audience. It’s easy as a marketer to think about your business in terms of what you’re selling, but it is important to remember that you must have the audience’s interests in mind at all times. Writing with this in the back of your mind will help you come up with powerful copy that genuinely speaks to the reader.

2. Focus on the Words

As most writers know, it’s important to parlay information, often in just a few short words. However, in this cluttered world, it is exceedingly important to stand out in terms of voice, mission and vision. Stay away from buzzwords, overused phrases or cliches. Discard tired words and figure out ways to replace them, and try to find ways to make your business’s copy fun and interesting.[quote]Don’t be afraid to use a curse word or inject a bit of humor, as long as it matches your brand’s voice.[/quote] Also, avoid ambiguous language.

3. Aim for Stronger Verbs

If verbs imply action, then it follows that using verbs in your copy can also inspire action. There are dozens of online thesauruses, so pick your favorite one and use it as a tool to help you think of better verbs for your marketing copy.

4. Use Similes and Metaphors

Using metaphors and similes can create vivid imagery in a reader’s mind. People can find themselves swept away by powerful similes and metaphors, leading to a persuasive effect that entices people to purchase goods and services.

[quote] BIGEYE created some rockin’ content for an Arnold Palmer Hospital for Children donorship event. Check it out! [/quote]

5. Understand Your Demographic

A young, hip audience is going to be much more open to edgy copy than a high-end luxury retailer. To gain a deeper understanding of your audience, look through magazines to get an idea of the types of voices already out there, and let them inspire your own copy. Think about the consumer demographics as well as their interests, and try to tap into that. For instance, Seamless, a food delivery service in several big cities throughout the United States, often creates campaigns that liken its services to issues busy metropolitan adults face on a daily basis. One example: “Stilettos don’t puddle jump,” which, in four short words, explains the benefits of ordering in, as opposed to traveling out in the rain to go to a restaurant. Creating customer personas can help you better understand your audience.

6. Remember to Explain How Something Benefits Someone

It’s much more compelling to explain to someone the emotional benefits of a product or service than simply the features. People want to know why these things are going to make their lives better. They don’t want to know you’re selling a “brown hat.” They want to know that the hat will make a person seem stylish and posh. Thinking from this perspective can help you sell the story that sells the brand.

If you’re looking for great ways to tell your brand’s story through copywriting, the team at our Orlando ad agency can help! Reach out to us for a consultation, and get ready to spring into strategies to help your business bloom.

Contact our team of copywriting experts to provide further insights to ensure that you’re making the best possible connection through your written communications!