How to Write Copy that Sells – Part 3 – Jive to SharePoint Migrations

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Podcast Transcript: How to Write Copy that Sells – Part 3 – Jive to SharePoint Migrations

Danny Ryan:Hello, and welcome to the Three Will podcast. This is your host, Danny Ryan, and I have Tommy Ryan here with me. How you doing, Tommy?


Tommy Ryan:I’m doing well. Good morning, Danny.


Danny Ryan:Good morning. It’s a Thursday. We’re getting out. We’re getting a little bit of consistency back in our Thursdays.


Tommy Ryan:That’s right.


Danny Ryan:All right. Great. Sock check. What you got on this morning? Let me see. That’s nice. You’ve got some stripes, a little variation. That’s good.


Tommy Ryan:It’s a grey day.


Danny Ryan:It’s a beautiful day outside.


Tommy Ryan:It actually is.


Danny Ryan:It’s really nice. I love this fall weather that’s coming on. Wanted to, in today’s conversation, just to pick back up. We’ve had a couple of blog posts on a book that I’m reading that’s called, “How to Write Copy that Sells.” It’s a book by Ray Edwards. We went through all of our service offerings and went through the first part of what he calls “The P.A.S.T.O.R. Copywriting Framework.”


The “P” in the P.A.S.T.O.R. is person, problem, pain. We took a broad brush at that and looked at all of our service offerings. What I’d like to do today is to hone in on one of them and maybe blow out the rest of the items and talk about how they would apply to our offering around Jive to SharePoint migrations.


I’ve taken a little bit of time and crafted out what I think is something that could be … He suggests creating like an initial draft of what that pitch looks like. I started with that. I’m sharing this with Tommy internally, so we, for the person, problem, pain for the Jive to SharePoint, I was focusing in on simplifying and saving money.


The question I have is, “Do you pay double for collaboration because you have both Jive and SharePoint?” I think we’ve talked about a couple of different pains. You think … Is that a track? Do you think that’s a good way to start off with the pain, Tom?


Tommy Ryan:Yeah, I think that is the pain that people are trying to address. It usually comes from acquisition, a merger, that it wasn’t an intent to have both. It just happens to be that way after a course of an event.


Danny Ryan:Mm-hmm. For a copywriter, he high suggests using bullets. After that, I’ve got a bulleted list of things that I think would characterize the pain. The first one being is you have to use a 10-step flow chart every time you want to start a conversation. There are too many options in Jive and SharePoint. That could be a pain that they have.


The second one being, if you’re frustrated with not having a fully integrated experience. That’s jumping back-and-forth between the two platforms. If you’re simply looking for an easy way to win the love of the CFO, this is, for a lot of folks, it’s this is what puts them over the top. Removing that reoccuring cost of Jive, you want to do this, but you don’t want to lose all the content that you currently have in Jive.


Tommy Ryan:Right. It’s funny, I look at some of these pains and we have other customers that we’re trying to address this in a different way, which is an integration and centralized search that searches across both SharePoint and Jive, ways to surface the Jive’s activity feed in a SharePoint web part. There’s not always one answer to the pain, but this is definitely a path that we see, that’s a common path to address it.


Danny Ryan:This is a message for them so we’re queuing in they’ve had one of those issues come up. Then, I’m saying, “This message is just for you. Here’s why. You can stop paying twice for collaboration. You don’t have to pay for both Jive and SharePoint anymore.” That’s what the statement that I’m making out of this is, is that you don’t have to pay twice. That’s framing up the pain and the problem and the person trying to address the person by things that they typically run into.


The next step of this is amplify, which is to stress the consequences of what will happen if the problem isn’t solved. I start this on off with, “If you ignore it, it gets worse.” Then, a little bit of a back story there. There was a time when Jive ran circles around SharePoint with its lengthy 3-year product cycles, but that’s not the case anymore. One could make the argument that Microsoft has innovated faster than Jive.


What most people do when facing the fact that Jive and SharePoint do so much in common, is try to integrate the two. Jive and SharePoint, either with a connector or manual corporate processes. Go on and say, “For most organizations, that doesn’t work.” Then, I go into, “Jive’s connector, it treats SharePoint more like a data source. The original connector still exists but we’re recommending the customers make a decision between Jive or SharePoint.” Some organizations try and create complicated manual processes that might work for a little while and with a big stick, but over time, people just fall into bad habits.


What happens if you do nothing? What happens if you keep doing what you’ve been doing? The Jive bill still show up. Your users will still be confused about where to store content. A search will continue to be a disaster. This is me amplifying things. It’s a little bit of marketing speak, but you know the purpose.


Tommy Ryan:I think some of it is not always the case, but it is a case if it’s not managed well. I think one of the statements, the overall tone, I think what you’re saying here, if it’s left to its own course, it can get to be a bigger-and-bigger problem. For most organizations, it’s not worth the management and all the effort to try to bring the two together.


There’s going to be cases where they do, where there’s a certain group that feels like it’s valuable to have Jive. Then, they have to address that through an integration pact. For most organizations, it’s hard enough to manage one collaboration platform, let alone two.


Danny Ryan:Awesome. That takes care of “Amplify”, which is the “A” in P.A.S.T.O.R. Next is the “S”, which is “Story and Solution”. Tell the story of someone who has solved that problem using your solution or even a solution like yours.


Here, I’ve got how we simplify. We’ve got an answer that works. Then, to start the whole thing off with the back story. Three Will was hired by Jive to create the connector, telling where did we fit into this whole picture? We wrote a white paper on making SharePoint social when we described combining SharePoint and Jive together as a first class experience. Then, describing what ended up happening with Jive wanting their own connector. We didn’t want to lose the years of important collaboration. IP that was stored in Jive, so we created a tool to migrate our content over. Then, we started getting contacted by companies that installed the connector to migrate them from Jive to SharePoint.


Microsoft acquired Yammer and more companies moved. Office 365 moved to a rapid development cycle and benefited from heavy investments and became one of Microsoft’s most important platforms. This year, we’re getting requests every week from customers to help them with the move. This is giving the story a little bit about how did we get to this place and the fact that we solved the problem ourselves and we’re solving it for other people.


Tommy Ryan:I think these things have their life cycle. There’s new technologies that come out there that push Microsoft to innovate and Jive’s definitely one of those that got the attention from a social aspect. I think the story’s not completed yet. There’s always that strain of organizations knowing how to do social write.


We tend to always go back to the email way of collaborating. We know it’s not the right way, but it’s the easy way, so it’s trying to strike that balance. If you can simplify your overall infrastructure as it relates to collaboration, that’s one step in that direction to make it easier.


Danny Ryan:The next part, the “T” in P.A.S.T.O.R. is for “transformation and testimony”. That is articulate the results that your product or service will bring providing real life testimonials to strengthen your case. The next part I have is, the headline is, “It worked for these people and it will work for you.”


One of our first customers was Poolcorp. They’re drive-based internet although highly leveraged within the enterprise was too costly to justify the recurring annual license fees. This decision to unplug and replace was delayed 8 weeks before their annual renew date so meeting the project deadline was a critical success factor. We replaced Jive with SharePoint within that 8 week deadline. We implemented yada, yada, yada, what we did, what they got out of it.


Then, the testimony part of it. “Here’s what our business sponsor had to say about the project.” Then, he talks about our initiative to move from Jive to SharePoint, how our strong business case, but was complicated due to the short window for migration completion. We needed a technology partner and could get the job done predictably in that short 6-week period. Additionally, required the new SharePoint internet to look like and navigate like the Jive site in order not to disrupt the field and service teams. Yada, yada, yada.


Basically, we did this. He wraps it up. The coup de grace, which was, “We did it on time and under budget.” Then, the last part of this is, I say, “This was one of our smaller migrations. We’ve migrated customers with 10,000 places and terabytes of content.”


Tommy Ryan:Yeah. I think one thing … I don’t know how much it needs to be amplified, but something to keep in mind is, when we’re going through this process of migration, there’s value in not just migrating it, but looking at what is your strategy for where content exists in your organization. What is content that’s no longer valuable and cluttering the existing content that is valuable. Getting in the way when you’re trying to find things through search results or navigating through structures. It gives our clients an opportunity to simplify and clean up as they’re moving.


Just like when you go move to a new house. Ideally, you spend several months looking through what you have and deciding what you can get rid of. That way, when you go to that move, it’s an easier move. You feel better about not spending so much time on things that are not valuable, that you’re not going to use in your new house. I think that’s something that people don’t spend probably as much time as they should. We continue to encourage our customers to take advantage of that opportunity.


Danny Ryan:The “O” in P.A.S.T.O.R. is for “offer”. This says, “Describe exactly what you’re offering for sale, focusing on the transformation instead of the deliverables.” Here, I start this off with, “Now, it’s your turn.” I was putting together this concept of the Jive migration pack, which you get the key to when you download this. You get the key to stop paying for ongoing fees for Jive, month-after-month.


Get key content up-and-running in Office 365. Remove the confusion about what goes where. Drive out risks with the migration by using a mature tool with improved process. It all comes as part of the Jive migration pack. We currently have up on the website a trial edition of our migrator tool. Then, I was going to take some of the other resources that we have and basically package them together. Stuff like some of the blog content that we have, an example mapping document. I have an ROI calculation spreadsheet that I typically use with customers.


I say, “The Jive migration packet is free. There’s no risk on your side.” This is really getting into marketing stuff, you’ll have to have anything to add to it.


The response, which is the “R” in this, asks the customer to buy with a step-by-step instructions and telling them what to do next. The last part of this is, “It’s decision time. You have a choice to make. You’ve been doing what you’ve doing …” Part of this is just trying to get them to move off the dime.


Tommy Ryan:Do it in a way that’s easy. For someone, they feel like, “Okay, it’s worth to take this next step and what I get in this next step is worth what I’m giving.” I think we were talking before, “Is it just an email?” or do we provide more structure with, “What’s your environment? What are you trying to accomplish?” Striking that balance. Maybe, it’s best to get an email and start the conversation and not have to have too much structure from the beginning.


Danny Ryan:Yep. Yep. I think if it’s just the first step in the process, all we really need is the email address. That gives me enough to follow up contact with them. It’d be nice to have first name, last name, but do we really need to have it. Part of it tells me if they’re really a serious customer, because they’ll use their corporate email address. If they are serious, they’ll use their Gmail address or whatever address if they’re shopping around or if they really don’t want me to know who they are. You can derive a certain amount of information off the email that they’re sharing as well.


Tommy Ryan:Right. Right. It’s true.


Danny Ryan:This is the one pager on if somebody came to the site and trying to describe their problem or trying to describe how we’ve solved it. We’re trying to describe how we’ve solved it for other people with testimonials. Then, we’re saying, “This is the next step. It’s obvious. You either do this or you don’t do this.”


Again, I think really the purpose for this up on our website is to get them to move off the dime. It’s to have them from going, “I’m just doing some research and reading up on what we’ve done to actually starting a conversation with us.” Really, it’s serving the purpose of initiating that conversation and making it very easy for them to do that.


Tommy Ryan:Yeah. I think the challenge with this is how much story do you tell versus allowing them to go through those steps quickly to get to a point of a decision. That’s always the trick is striking that balance of how much content do we have versus what do we leave for the conversation after we do have that first initial email that we get and the conversation that we start.


Danny Ryan:Yep. Awesome. I appreciate you taking the time to do this, Tommy.


Tommy Ryan:Yeah. I know it helps you have a sounding board.


Danny Ryan:Yeah, absolutely.


Tommy Ryan:We’re recording this as a way to share with others. I mean, there’s other organizations that are trying to go through this same kind of process of, “How do I take the things that we’re passionate about doing for our customers and be able to articulate that in a way that speaks to how people really need to consume and act on websites?” This is an important thing for us. Hopefully, others can learn as we take this journey and improve the way we interact with our customers out on the web.


Danny Ryan:Awesome. Thank you so much everybody for listening. Have a wonderful day. Take care. Bye, bye.


Tommy Ryan:Bye, bye.


Danny RyanHow to Write Copy that Sells – Part 3 – Jive to SharePoint Migrations

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