Using JTBD in your Copy with Claire Suellentrop — Fall 2021 Keynote

Claire Suellentrop
Claire Suellentrop

When software companies write copy, they typically use the words their engineers and product people care about and they mean very little to their customers, users or prospects. Then they wonder why their products are hard to sell.

In this short talk, Claire will explain why this doesn’t work and offer you some simple pointers to help you use JTBD to write in a way that resonates with your end users.

You can join Claire in the breakout session after this talk to dig deeper, explain why your situation is unique, and ask her advice about your next steps.

You will learn

  • How JTBD can help align your pitch with potential users
  • Why copy that resonates with customers matters
  • Three simple ideas that you can adopt straight away to create copy that converts

About Claire Suellentrop

Claire helps B2B and B2C SaaS companies like Wistia, FullStory, Edgar, and Death to the Stock Photo get out of the echo chamber and into the heads of their best customers. Her methods have generated record-breaking email open rates, click-through rates, and new user signups. She loves helping teams develop greater empathy for their customers, and find marketing messages that create stronger connections (aka: higher conversions).

She spoke at BoS 2018 on Product Messaging with JTBD, a talk that was both full of actionable ideas – and memorable for being supported by a tech team of the creator of JTBD, Bob Moesta, and Keanu Reeves!