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Using ‘Jobs to be Done’ Examples to Write Marketing Messages that Work

Ever look at a landing page for an app and think ‘but what does this actually do for me?’ Below we’ll apply the ‘jobs to be done’ (JTBD) framework to a list of 3rd party integration apps for LiveChatinc and see the difference it makes to their product descriptions.

I’ve run through lists of 3rd party apps for major platforms before and even clicked through to landing pages and yet still couldn’t figure out what they did for me.

I then thought ‘is that how people feel about our own app Upscope'?

There are so many factors to consider that I sometimes forget the point of it all. We’re there to do a job for someone.

What is the jobs to be done framework?

The jobs to be done framework is supposed to help decide what product and features to build.

Why is it so useful? Here’s an example.

People would say they buy a lawnmower to “cut the grass,” and this is true.

But if a lawnmower company examines the higher purpose of cutting the grass, say, “keep the grass low and beautiful at all times, then it might forgo some efforts to make better lawnmowers in lieu of developing a genetically engineered grass seed that never needs to be cut.” Read more.

How can you use this in your app?

When you’re confused and lost, this helps focus your brain on the customer’s need and how they think about your app.

You can use it to both build and describe features as well as focus the team on the end result the customer wants.

How do I start? Use the jobs to be done sentence structure.

We’ll use this to describe the apps further below.

Why apply this framework to live chat integrations?

They’re the perfect set of jobs to be done.

You have a core platform that has 3rd party integrations that do the jobs it does not.

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A list of Jobs to be done statements for LiveChat 3rd party apps

Autopilot

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This was a tough one. I clicked through to the site, I read the details, I looked at the demo and I was still a little lost.

I think this is the ‘onboarding emails’ add-on to LiveChat which is similar to Intercom’s emails module.

In short, when a user signs up or has an enquiry, send them a series of emails to keep their attention and convert them into a customer or they’ll forget you.

The JTBD statement:

When someone comes to the website but isn’t sure and does not buy, I want some way of automatically sending them educational material over many weeks until they understand the product and eventually buy.

This can be shortened for ad copy.

Feel free to curse my grammar but here goes:

“Automatically convert those who chatted but did not buy through email, SMS and Facebook ads.”

This is fun to do. It’s a little arrogant to be rewriting other people’s ad copy but it’s an interesting learning process.

BotEngine

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It helps that we all generally know what bots are but I feel there’s that emotional edge missing from this ad.

What is the jobs to be done statement for Botengine?

When people ask simple questions repeatedly, I want them all answered automatically, so I don’t waste time and go crazy time writing the same thing again and again.

Bots are not difficult to figure out, they’re just tricky to get going. We tested out BotEngine for LiveChat, see how to set up a bot to answer common questions.

Upscope

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This is our product.

I thought we did an ok job with the ad but now I’m starting to wonder.

Sometimes it’s important to give them enough intriguing information to click to to the next step and read more. That said, is it enough information?

One thing to note. We used the term ‘screen sharing’ because people understand that. If we had used ‘co-browsing’ they might have skipped it.

JTBD

When a user needs help, I want to see their screen instantly, so I can show them where to click without typing a long list of instructions.

So maybe a better ad would be:

The no-download effortless screen sharing that saves you from typing lists of instructions.

Better?

Damn, I think it is. It’s missing some emotional keyword but this jobs to be done thing works. Now I just have to argue with my teammates again. I’m not sure I can go through with that.

Google Analytics

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The first part of the copy is good as it talks about the impact of chat on sales but I don’t know what job the ‘gather valuable marketing data’ does.

JTBD

When customers chat to us, I want to see how many then go on to buy the product, so I can see if our chat is effective

Kissmetrics

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This advert appears to be made with the assumption that you’re already a Kissmetrics user. If you click through to the next page, it explains it better.

“The LiveChat-Kissmetrics integration gives you the ability to see just how effective LiveChat is at creating conversions and increasing conversion rate.”

So this is a repeat of the Google Analytics jobs to be done statement.

When customers chat to us, I want to see how many then went on to buy the product, so I can see if our chat is effective

I think Google Analytics did a better job of explaining it with their ‘track impact of website chats on online sales’.

Stratifyd

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It’s hard to know the result this app gets you from this copy but if we click through to the details and to their site, we see:

‘Capture all customer interactions and turn them into actionable business intelligence.’

‘Check out what are the most popular topics among your customers’

‘See what are the main areas of interest among your customers!’

‘Understand what led your visitor to chat and what happens after.’

Their Etsy use case brought up very specific points:

“Vendor feedback within forums was increasing; however, they had no way to analyze it”

“They conducted monthly surveys for consumers and vendors and had no way to detect key topics and trends — their data was expiring”

JTBD

When we’ve gathered too much feedback to easily analyse, I want you to paint me a picture of what they’re saying, so I have a simple list of what to fix

Full contact

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I know this company. I use their extension in Gmail sometimes. They’ll show me the job title or twitter account of someone who emailed me.

I think ‘Get additional information’ is ok but does not specify a job it does for you. On the details for that app they mention ‘use that data to provide more personalised support.’

However, it’s talking about data it gets you rather than a result or a job to be done.

Of course, it’s hard to summarise everything it does in one sentence.

JTBD

When someone chats with me, I want to know who they are so I can spend more time with serious buyers and talk about the right problems depending on their job title.

KnowledgeBase

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We all roughly know what a knowledge base is I believe and here it’s nice to have a specific idea of what this does. Managing knowledge is a feature rather than a benefit. Also, saying ‘help’ can be vague.

The knowledge base JTBD is similar to BotEngine.

JTBD

When someone asks a question, I want the system to automatically send them answers, so I only write them once and never waste time repeating myself.

JTBD and the APP formula for better copy

I found writing JTBD statements for the above to be an interesting and rewarding process and it refocuses my brain on the original problem.

There’s an overlap between JTBD and another copywriting process called APP.

What’s APP?

It’s a structure for writing article introductions made of ‘Agree, Promise, Preview’.

Make a statement they’ll agree with. Promise a result. Show them a rapid preview of that result.

This blog post began with an ‘Agree’ statement:

“Ever look at a landing page for an app and think ‘but what does this actually do for me?’

The full APP statement would be something like:

Ever look at a landing page and think ‘but what does this actually do for me?’ You can nail every landing page and write it 10X faster by following a simple sentence structure. The jobs to be done framework has changed both the building and marketing of some of the fastest growing companies in the world, below are examples and how to get started in minutes.

I didn’t follow this at the top because we’re talking about jobs to be done, which is not strictly for ad copy, so I didn’t want to exaggerate. Also, I kinda forgot and now don’t want to change it.

APP and JTBD have something in common. They both start with a problem statement and that’s generally the point of most apps, to fix a problem.

Related: Read more on APP and some other copywriting secrets here.

Related: Why account managers are using screen sharing 2.0 more than anyone else

Using ‘Jobs to be Done’ Examples to Write Marketing Messages that Work
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