Bumble's masterclass in copywriting and psychology

Welcome to Growth Roadmaps - my rebranded newsletter.

The best companies always have a great product. And usually their product drives their growth.

So in this newsletter, I will break down how and what fast-growing startups do grow their product.

And I will deliver to you:

7 Actionable Tactics. 7 Examples. In less than 7 minutes.

I aim to provide you with practical examples that you can use to inform your product and marketing roadmaps.

If this doesn't sound like you, please feel free to unsubscribe. No hard feelings.

No public Black Friday or Cyber Monday deals for me this year.

Why? Because if everyone is doing the same thing you become a commodity.

People don't look at your brand this time of year - just how big your offer is.

Not a game I love playing.

But I do understand that this is a period when you may finally buy the product you've been eyeing up all year - largely because it's on offer.

So if you want to buy one of my products, send me a message with which product/service you want and I will hook you up with a nice price.

This will mean only people who really want my products will reach out and there will be less of you with buyers remorse in a few days.

24 hours only.

And remember, don't ask you don't get. You never know how generous a person is feeling...

Now onto today's product growth breakdown:

Bumble's product is a masterclass in copywriting and psychology.

They has over 42 million active users. Over 3.3 million paying customers.

Last year, they drove $944 million in revenue from their app.

They know how to turn free users to paid ones.

Here's 7 tactics they use to onboard new users (that you can too):

1) Exceptional Microcopy

Bumble provide more context and disarm users on each step.

This makes the user feel more comfortable.

And allows them to make decisions that aren't always simple.

They give that extra context where required.

Empathy helps boost conversion.

2) "You" focused language

According to Thomas Mckinlay, using "You" in your messaging increases engagement.

Bumble talks to you.

They take you through a journey.

It's friendly and like it's there to help you.

Onboarding doesn't feel like a chore.

3) Dating Jobs To Be Done

Understanding goals and jobs in a dating app is crucial.

You need to understand what the user wants to get out of dating.

Bumble ask about jobs in a few different ways.

This helps them personalise.

Greater clarity = better matches.

4) Outline correct behaviour

Before getting into the product, they set the tone.

For how to use the product.

And how to behave.

It's a social product.

So they make rules clear.

This helps promote the right behaviours.

It won't eliminate bad actors.

But it helps.

5) Contextual walkthrough

The walkthrough act as your mini-dating consultant.

Once you have done an action for the first time, they reinforce what that means to the user.

This educates the users on the best way to use it.

And get more matches.

6) Leverage Psychology for upgrades

They use psychology in very smart ways to get a user to upgrade.

They leverage loss aversion and FOMO to get you wondering who your match is.

You don't want to miss out on potential matches.

After all, that could your future partner.

7) Gamify building out your profile

They tell the user they're more likely to match.

And reach your goals from the app.

It gives users an incentive to fill out their profile.

🛠 Tool of the week

Arcade

I've been playing around with Arcade this week to help me better educate new users.

You can use it to show which parts of the product to use or how to show your product in action without a clunky demo.

They have a good free plan. Worth a try.

🤓 Resource of the week

Building Resilience in an Uncertain World.

Bejay Mulenga is running a FREE workshop where they will explore techniques to help you reframe resilience and frameworks in how to create support systems. Should be interesting for every founder or marketer

You can sign up for it here

How I can help you grow:

Download my free strategy templates

Kickstart your growth with the Startup Growth Roadmap - my playbook that's helped 300+ founders and marketers drive traction.

Hire me to audit your onboarding flow.

Work with me 1-1 to solve your most pressing marketing challenges.

Cheers,

Theo