Everyone says it’s important to “speak human.”
But how exactly does that translate to your marketing?
I help subscription & membership businesses answer that question (& more) to turn best-fit customers into happy subscribers for life.
Trusted by savvy B2B and B2C subscription businesses
HubSpot | Field Nation | Scott’s Cheap Flights | Jungle Scout | Calcworkshop
Growing your subscription business is NOT a one-and-done proposition.
The Internet was the Wild West. The novelty of software, FinTech, or even dog food wrapped up in a handy subscription hadn’t worn off.
Ads are more expensive. Virtually every vertical has more competition than ever. And delivering real, ongoing value (the kind that retains customers) requires more effort than just adding a feature upgrade, answering a few Instagram comments, or building out some irreverent email flows.
You need to get in there and get to know your people: How they find you, why they choose you, and how to keep them around for the long haul.
So, I have one question for you…
Are you treating your customers more like cattle than people?
Let’s get real.
You may well have built a phenomenal solution. Have a rock-solid team. And keep track of every data point. And maybe tactics like “Pour more money into Facebook Ads!” and “Try this latest paint-by-numbers funnel!” worked for a while.
But if you’re seeing…
- Visitors bouncing from your site as soon as they land
- Prospects signing up for your free trial without converting into customers
- Unengaged customers avoiding your retention emails like the plague
And you’re racking up monthly recurring revenue numbers you’d never email home about —
Chances are your customers have left for greener pastures.
But… it doesn’t have to be this way.
Growth Marketing Manager at HubSpot
Make Mention are the most impressive and motivated consultants we’ve ever worked with! Our team was struggling to communicate a fairly complex offering to our audience via our program homepage.
While our traffic was growing, we were seeing a decrease in conversion rates and stalled-out growth. Our goal was to make our page easier to understand and ultimately increase its conversion rate.
The customer research Jen and Dustin conducted led to some extremely valuable findings which have had an impact on many areas of our program beyond the scope of this project. Ultimately, Jen and Dustin were able to deliver a new version of our program homepage that is converting at a rate 18% higher than the previous version of the page. We’re incredibly happy with both the process and results of working with the two of them.
Jen is a rare talent. She has the wisdom to understand what’s critical to learn, the experience to define the battery of research that will unearth those insights, AND the ability to transform all of those raw findings into a cohesive and actionable strategy.
I pull her in on important projects (think multi-million or billion-dollar brands) because I know, without a doubt, she will find things that completely change the game, impress the client—and be able to explain how to put everything we learned to use.
Business Casual Copywriting and Case Study Buddy
You need real customer research & a messaging strategy backed by data, built on empathy.
And that means doing the deep work of understanding your customers.
My in-depth, signature process is built on asking the right questions at the right time to discover who your customers are (they might not be the same people you think) and what they need to hear from you to become raving brand fans.
We’ll focus on…
… And delivering exceptional online experiences that take your customers from “a-ha” to ongoing value.
The end result?
Higher CTRs, better lead quality, increased trial to paid conversions, and more customers remaining happy subscribers.
Ways I can help you connect with your customers to move the needle in the right direction
Revenue Boost Roadmap
Let me devise a plan to tackle your biggest sales, lead generation, or retention problems caused by poor messaging, copy, and UX.
Messaging Strategy Playbook
From sales decks to product descriptions, this will become your team’s go-to resource for what to say and who to say it to.
Let’s tackle your burning copy, messaging, and marketing-related questions so you can start moving forward and push the needle in the right direction.
Vice President of Marketing at Field Nation
Jen was instrumental in a profound shift in our overall website messaging. Through her research, we learned where our messaging was missing the mark, where our users were confused and how we could better connect with all our audiences to address the pain points that brought them to our site. She worked side by side with our Digital Marketing Manager to create copy and guided iterations based on what we learned.
Jen spoke with customers, spent hours reviewing our data and surveyed our audience, all of which factored into her recommendations. After implementing her changes, all our key metrics are up across the board, including sign-ups. Our business is seeing tangible ROI thanks to our partnership with Jen, and we look forward to working with her on subsequent projects.
Wondering who I help?
I’m so glad you asked.
If a few bad months could spell the end of your business, now’s probably not the right time to hire a consultant for an in-depth messaging project. I’m good but I can’t perform magic.
But if you have decision-making power at a profitable B2B or B2C recurring revenue business, we might just be a great fit.
Typically, my clients struggle with:
If one or more of those bullets made you feel uncomfortable, that’s a good sign you’re in the right place.