Community competitive advantage, challenges for non technical founders, conversion copy

Listen to… build communities for competitive advantage, use copy to convert the right customers and follow a non technical founder’s journey…

Leverage domain knowledge

From Day Job to Productized Service to Fast-Growing SaaS as a Non-Technical Founder
37 mins

Craig Hewitt is a podcaster, founder of a productized service that produces and edits podcasts AND he built a SaaS that hosts podcasts and reports analytics šŸ˜²

In this interview on Startups For the Rest of Us, he talks about the bittersweet outcome of having a successful service business (ie more volume = more work). And the challenges of being a non technical founder.

3 lessonsā€¦

  • Doing things in public creates opportunity. If you don’t know what to build, then write. Or do a podcast. Or a YouTube channel. Or become active in a community. When you’re out in the open the thing you need to build will come to you.
  • Work in the same space / on the same thread to build domain knowledge. It’s a superpower for understanding what your customers want. Craig has worked through most aspects of podcasting and is his own customer.
  • For non technical founders it can be difficult to communicate what you want with the dev team. It’s important to have clear, predictable roadmaps to prioritize work.


Conversion research

Case Studies, Client Research, and How To Create Killer Conversion Copywriting with Joel Klettke
42 mins

I’ve followed Joel Klettke around the socials for a while and love the value he brings to copywriting and SaaS groups. He’s got a no nonsense style in sharing his knowledge.

This interview on Live In The Feast doesn’t disappoint.

3 lessonsā€¦

  • The purpose of conversion copywriting is not to manipulate or trick your audience into buying. It’s to understand the prospects so much that you can preempt their anxiety, pain and desires. And then present the right information, said in the right way, to allow them to make an informed decision. The job of the copy is not to create desire. The job is to channel the desire.
  • 90% of conversion copywriting isn’t writing. It’s the research and analysis that goes into getting a deep understanding of your market.
  • Case studies are underestimated tools in converting prospects. Use them in any part of the funnel by repurposing the content to fit the awareness levels. As it gets easier to launch products, the only thing that competitors can’t copy from you is your experiences with customers. Your proof is becoming one of the most important parts of your brand.


Community advantage

How building a community can supercharge your business with Gina Bianchini
43 mins

Gina Bianchini is the founder of community building platform Mighty Networks and previously co founder of Ning.

This interview on Product Hunt Radio is, not surprisingly, all about community. And it’s importance in building a differentiated business.

(more than) 3 lessonsā€¦

  • When you have a community around your product, you’ll get a deeper understanding of how your customers are using it to get results. You’ll be able to develop it *with* your customers and anticipate issues.
  • There’s no substitute for talking to people / watching people talk to each other as a way to find your messaging and positioning.
  • From the 28:50 mark there’s a great section on going narrow with your market i.e. niching down.
    • Many entrepreneurs are afraid to go narrow because they believe niche means small and they won’t be able to expand later. Niche or narrow in this context means specific. Not small. And it’s always possible to add niches later.
    • “Go broad to begin with and the probability you’re going to die is super high. You’ll die slowly and painfully.” Why? Because nobody knows who your product is for. They see themselves as unique and your product doesn’t talk to their uniqueness.
    • Extreme example of a product that started narrow and then expanded – Facebook started for 1 dorm in 1 college.


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