Thread by @swaycopy

1/ Just finished @Drift's "This Won't Scale" in a single sitting. This book is PACKED with bite-sized takeaways — here are a few of my favourites...

2/ Get to know your customers. Like, really *know* them. Optimize for conversations. Get on calls, solicit feedback via email, send out surveys etc. Do this consistently — not just when you're about to revamp your site or add new features. Quit hiding behind your technology...

3/ Spend waaaay more time thinking about your market and your place within it. Too many #SaaS companies are stuck in a feature/price war. This isn't where you want to be and it's avoidable. Quit being a "me too" brand. Own something and lean into it...

4/ Quantifiable data and conversions are great but they aren't everything. They are far from everything. If you don't know your customers, if you aren't positioned strongly, you're working toward the strongest version of a weak asset...

5/ Not sure where to start? Here are some resources:

+ This Won't Scale by @Drift
+ Positioning by Al Ries & Jack Trout
+ Crossing the Chasm by Geoffrey Moore
+ Obviously Awesome by @aprildunford
+ Competing Against Luck & The Innovator's Dilemma by @claychristensen

cont.

6/

+ Breakthrough Advertising by Eugene Schwartz
+ Influence & Pre-suasion by @RobertCialdini
+ Ogilvy on Advertising by David Ogilvy
+ Made to Stick by Chip and Dan Heath
+ The Copywriter's Handbook by @Robertbly

7/ In #SaaS, there's a tendency to react. Site isn't converting, make a new one with more punch. Emails aren't converting, try subject line hacks or make emails arbitrarily short/long. Yes, move fast, but move fast on things based on well thought out strategies and positioning.