A trip through CoSchedule’s home page copy over the years–and what you can learn to boost your SaaS home page conversions

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Mockup of CoSchedule’s home page on a laptop, a headshot of Alaura Weaver and the title: “Time Travel Teardown: CoSchedule” in Back to the Future-style font

Ever wonder what a fast-growing SaaS company’s web copy looked like when they first started out?

Take a trip back in time with me, SaaS content strategist Alaura Weaver, as I analyze the many iterations of the home page of content marketing platform CoSchedule through the years.

You’ll learn:

  • The 4 Big Questions Every Home Page Should Answer
  • How CoSchedule’s copy measured up when they first launched as a bootstrapped WordPress plugin
  • How CoSchedule pivoted their product and messaging over 5 years to become a $5MM+ content marketing platform with 8,000+…

With their latest ad, Gillette makes a bold stand and challenges men to take a look in the mirror. But will it give them a leading edge over the competition?

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The opening shot of Gillette’s video ad: a bearded man with brown skin wearing an undershirt stands at a bathroom mirror with a questioning expression.

If you’re a regular reader of my work or know me at all, you can probably guess my reaction to the latest Gillette ad.

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And my reaction isn’t unusual among most women I know.

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“I thought the ad was lovely. I’m sure someone at Gillette believes in its message. And I’m the only one in my household buying raisers (sic) for all 4 of us, a 2/2 split.” –Facebook user Laura S.


Is Nike’s Kaepernick ad a tool of white supremacist capitalism or an opportunity to change the system?

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You could almost hear the sputtering of half-swallowed coffee at millions of computer screens.

Nike, the world’s largest sportswear brand, sponsor of countless professional athletic events, and the difference between a million-dollar athlete and a billion-dollar athlete, unveiled their 30th anniversary ad campaign:

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A black and white close-up portrait of Colin Kaepernick, the American football player who made the quiet choice to kneel during the National Anthem in protest of racially-motivated police brutality.

His protest has sparked a national debate over peaceful protest and patriotism.

He has been on the receiving end of a presidential demand to “get that sonofabitch off the field.”

It appears the owners of NFL teams took their Commander in Chief’s orders to heart: as a free agent, Kaepernick spent the 2017 season unsigned: a pariah to his profession not because of his lack of ability but because of his abundance of audacity. …


Take the Customer Obsession Test to see if you’ve got what it takes to take your early-stage SaaS from half-baked to hypergrowth

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A magnifying glass examining a human silhouette

I’m not here to ruin your day, but if you’re the founder of an early-stage SaaS startup, I have bad news: you’re probably going to fail.

I say probably, because the probability of you succeeding, according to a recent study by Small Biz Trends, is 10%.

Let’s put that into perspective.

Here are 15 new SaaS founders:

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And here are how many whose SaaS companies will survive past launch:

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Yowch. Looks like the other guy made it, but not without significant hair and weight loss.

So what sets the founder with the Afro (and half of the founder with the male pattern baldness) apart?

According to The Startup Genome Report, there are 14 key factors that distinguish successful startup companies from the rest of the pack. Of those 14 factors, four are focused on how founders validate and scale their business. …


What to do when the world is burning but you have to put in the work anyway.

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From “On Fire” by KC Green

Back in 2013, artist kc grəən created a webcomic called “On Fire.” It features a dog sitting calmly in a chair in front of a cup of coffee. The entire room is engulfed in flame.

He smiles and says, “This is fine.”

The next panel features the dog sipping a cup of coffee.

“I’m okay with the events that are unfolding currently,” he declares.

As he puts the coffee down, the flames burn his paw.

“That’s okay, things are going to be okay,” he says, but his smile is gone and his eyes betray some fear.

The last panel is gruesome: the dog’s face melts, resembling the scene in Indiana Jones when the Nazis meet their end after opening the Ark of the Covenant. …


It took a physical and mental collapse to finally give myself permission to stop feeling like I wasn’t trying hard enough. It shouldn’t have to be that way.

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For the past six years, I’ve been experiencing the most challenging period of my life, marked by illness after illness. It started immediately after my first child was born.

I was recovering from an unplanned cesarean delivery. I felt betrayed by my body. I couldn’t even produce enough milk to breastfeed. When I could break away from my hungry baby long enough to shower, I’d spend that time crumpled on the shower floor, sobbing as the water sprayed on me. Every time my baby cried, it was like nails on a chalkboard. …


A Conversation With Betty Reid Soskin, National Park Service

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Betty Reid Soskin helped to plan the Rosie the Riveter/World War II Homefront National Historical Park, but it wasn’t until she became a Park Ranger at 85 years old that she saw fit to visit it.

“That was a white woman’s story,” Soskin said at a recent talk with Lauren Schiller of “Inflection Point” for Women’s History Month at INFORUM at the Commonwealth Club. “The women in my family had been working outside their homes since slavery.”

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The iconic image of Rosie the Riveter has become a beloved feminist symbol — for white women. (Source)

When Rosie the Riveter was adopted as a cultural icon for women joining the workforce in 1942, it took $47.25 …


Know precisely who your best customer is — even when you don’t have customers yet

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Before I met my husband, I tried my hand at online dating. I know, I know: ugh. It’s both an amazing accomplishment of the digital age and an awkward, humiliating ritual that modern-day singles are forced to undergo to meet people.

But now that I’m a copywriter who works with startups, I’ve discovered that my online dating days taught me a thing or two about digital marketing.

What does online dating have to do with content creation and digital marketing for startups?

Believe it or not, everything.

The Online Dating Paradox

The thing about online dating is in order for the process to work — in order for you to accomplish your goal, which is to find the most compatible person for your relationship needs (be those needs casual or long-term) — you have to know exactly who it is you’re looking for. Otherwise, the algorithms will have little to base their search upon besides superficial factors that have little to do with true compatibility. …


The Kickstarter Chronicles, Vol. 1: Building a Strategy

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March 11th, 2018

I’ll bet every mountain climber who ever summited Everest squinted at the top of the mountain from their basecamp, felt a wave of excitement mixed with terror and wondered: what the hell was I thinking?

That’s how it feels as I look at the crowdfunding strategy for Inflection Point: what did we get ourselves into? In fact, I think that’s exactly what Lauren Schiller, the creator and host of Inflection Point, said right after my strategy presentation.

At this point in a crowdfunding campaign it’s normal to feel overwhelmed by all the work to be done. …


A conversation about diversifying Silicon Valley — and beyond — with Laura Weidman Powers and Code2040

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Laura Weidman Powers(Credit: Helena Price)

When Laura Weidman Powers came to Silicon Valley she was shocked by the lack of diversity in what was supposed to be the land of innovation and entrepreneurship.

Born and raised on the East Coast, Powers grew up in diverse neighborhoods and schools. Her mother is black, her father white. She got her degrees from Harvard and then Stanford and ultimately took a job at a tech firm which itself was diverse. But when she started to attend conferences and look around at what comprised the technology industry, she was alarmed by its uniformity. …

About

Alaura Weaver

Fluent in Human. Storytelling, SaaS growth and social change. Kill corporate-speak: www.wordweaverfreelance.com

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