Here are some examples of headers for the Features & Objections section:
- Automated lead qualification saves you hours each week
- Real-time translations break down any language barrier
- Secure payments protect your financial information
- Intuitive builder creates sites without coding in minutes
- Local experts show you the city from an insider's perspective
The headers should clearly and concisely describe the key feature or value proposition being addressed in that section. Keep it short at 3-7 words maximum to maximize scanning.
Lean Startup Methods & Thinking: apply it in hackathon Taavi Lindmaa
The document discusses Lean Startup thinking and methods for validating business ideas quickly and with low costs. It recommends defining customer and problem hypotheses and then building minimum viable products to test those hypotheses through customer interviews and feedback. It provides tools and techniques for teams to manage tasks, validate ideas, build landing pages, and get customer feedback to iterate business ideas rapidly and reduce time and money spent before achieving product-market fit.
This document outlines a 7-step process for developing an effective sales strategy: 1) Define goals; 2) Brainstorm products, customers, and value propositions; 3) Analyze the market, customers, and competitors; 4) Test ideas; 5) Prepare marketing materials; 6) Educate salespeople; and 7) Implement, measure results, test improvements, and continue iterating the process. The overall goal is to position a company and its products in a meaningful way that differentiates itself for target customers.
Get inside your Buyers Head - Improve Funnel Conversion RatesDavid Skok
SaaStock 2018 Dublin.
Everyone wants more sales. In this presentation, David Skok unlocks the secrets to how he has been able to work with company after company and help them discover breakthroughs that drastically improve their conversion rates. The secret behind it all is become a master at understanding how your buyer thinks as they go through their purchasing journey, and as they experience your marketing and sales.
The investor presentation we used to raise 2 million dollarsMikael Cho
The investor presentation we used to raise 2 million dollars for ooomf.com (now pickcrew.com)
View the online version here: https://pickcrew.com/investors/
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
Time to Wow! and Buyer-centric Funnel DesignDavid Skok
The document provides guidance on optimizing a company's sales funnel by taking a buyer-centric approach. It recommends mapping the buyer's decision process and addressing all their decision criteria and concerns at each step. Key strategies include removing friction points, adding motivators, and testing for problems through the lens of the buyer's experience. The goal is to design a funnel that delights buyers and keeps them motivated to continue engaging with the sales process.
This document summarizes Mint, a personal finance management tool. It allows users to track spending, savings goals, and net worth. Mint makes money through referral fees when users switch financial products based on Mint's recommendations. The document outlines Mint's market size and opportunity, competitors, value proposition, user and partner acquisition strategies, business model, and projected financials. It expects rapid user and revenue growth as it acquires users through viral and partnership channels and converts them through intelligent suggestions.
The slide deck we used to raise half a million dollarsBuffer
This is the pitchdeck we used to raise half a million dollars from Angel investors. More here:
http://onstartups.com/tabid/3339/bid/98034/The-Pitch-Deck-We-Used-To-Raise-500-000-For-Our-Startup.aspx
The document summarizes the history and growth of SEOmoz, an SEO software company founded in 2001 by Rand Fishkin and his mother Gillian. It details how SEOmoz grew from a small consultancy into a profitable software company with over 10,000 subscribers. The document outlines SEOmoz's plans to raise $20-25 million in funding to expand its product suite, team, and marketing in order to serve a wider audience and become the leading software for organic marketers. The goal is for SEOmoz to become Seattle's next billion dollar company.
7 steps for creating the ultimate product-led growth strategy
A practical guide for B2B product leaders
Mickey Alon, Former CEO and co-founder of Insightera, CPO and co-founder of Aptrinsic (Gainsight PX).
This document introduces a product management software called ProdPad that aims to improve on spreadsheets. It summarizes that spreadsheets are where ideas go to die because they are complicated, siloed, and opaque. This causes sales, development, and support to be uncoordinated and work on poorly defined specs. The document then outlines how ProdPad helps by having everyone write down goals and share them, organize ideas into themes and priorities, capture new ideas that can be voted on, and send clear requirements and use cases to development. This gives a better way to manage products by having everyone involved in planning and decisions.
The Best Pitch Deck Format To Attract InvestorsBryce North
**Validated by real investors!**
Based on the Guy Kawaski format, this pitch deck layout has been proven over and over again and has helped many companies raise their investment round.
If you are looking to raise your seed round, impress investors, and build a high-quality investment deck, then make sure you follow this format. This is the best pitch deck template available today.
Find more great resources here --> www.dontbealittlepitch.com
Get into Dynamic Chat and Analytics Strategy as well as a technical overview of two of Marketo's most powerful new features, Execute Campaign and Program Member Custom Field with some real-life case studies and contextual campaign ideas for using these features in your own environment.
No beating around the bush here, just 27 kickass growth hacking tools with a complete breakdown of why we like each one and how much they cost.
I want to give you exactly the information you need, and none of the fluff you don't.
These 27 growth hacking tools are split into six sections:
Email Marketing, Social Media, Marketing Automation, Browser Plugins, Sales Funnel and Miscellaneous Favorites
There appears to be a disconnect between what customers care about and what companies talk about. B2B customers across industries recognize that brand influences their decision. For more insights from McKinsey on the B2B space, visit: http://mckinseyonmarketingandsales.com/when-b2b-brand-messages-miss-their-target
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
Subscribed World Tour: Pricing Strategies For TomorrowZuora, Inc.
This document provides an overview of Simon-Kucher & Partners, a global pricing consultancy firm. It discusses the increasing challenges companies face with pricing due to factors like price pressure and price wars. It then summarizes Simon-Kucher's approach to helping companies capture value through new price models and packaging strategies. Examples are provided of companies that transformed their pricing from fixed to success-based models or from usage-based to bundled offerings. The document concludes by positioning Simon-Kucher as the world's leading advisor in pricing, strategy, marketing and sales.
This document provides guidance on structuring landing pages and collecting leads. It discusses key elements to include such as a navbar, hero section, social proof, calls to action, and features/objections. The hero section should entice visitors with compelling headers and subheaders that convey the main value propositions. Social proof helps convince visitors that others are already using the product. Well-written features address potential objections and fully explain the benefits to increase desire and decrease confusion. The goal is to maximize information density and conversion through clear, concise messaging and design.
The document provides guidance on building effective landing pages and acquiring first users. It discusses user acquisition strategies to drive potential customers to landing pages. Key recommendations for landing pages include clearly conveying your value proposition to convert visitors, and getting your messaging and story straight before focusing on design. The document then outlines best practices for components of high-converting landing pages, including the hero section, call-to-actions, and using social proof and testimonials.
A full text introduction to product creation, prepared as a speech #IDCEE2014. Can be used as questionnaire to take most important decisions on MVP and later on product creation and development.
The document provides guidance on how to optimize landing pages to convert more visitors into customers, including structuring pages with a clear call-to-action at the top, using compelling headers and subheaders in the hero section to convey the main benefits of the product, and incorporating social proof and value propositions to encourage conversion. It emphasizes focusing the message and designing the page to enhance understanding of how the product fulfills customer needs and addresses any objections they may have.
Scroll, Click, Convert: Navigating the Essentials of User-Friendly Landing Pa...kubalesniak93
In the fast-paced digital realm, where attention spans are fleeting and clicks are currency, your landing page is the virtual storefront of your business. It's not just a webpage; it's the digital handshake between you and your potential customers. Crafting a landing page that not only captures attention but seamlessly guides visitors towards conversion is an art and science combined. Join us on a journey where we unravel the intricacies of user-friendly landing page design — from the smooth scrolls to the final click that converts.
The document provides guidance on user acquisition strategies for startups. It discusses manually recruiting users through in-person and online outreach. It recommends targeting influencers and communities where the target audience spends time. Automation tools can be used to scale outreach on platforms like LinkedIn, Instagram, and search engines while maintaining a personal touch. Building an engaged community through a Facebook group or forum allows for direct user feedback and marketing. The goal is to experiment with different channels to validate product-market fit and grow an audience ready to purchase.
The document outlines strategies and best practices for optimizing a business's online presence and web marketing efforts. It discusses topics like search engine optimization, social media marketing, pay-per-click advertising, mobile optimization, and measuring results. The overall message is that small businesses can compete effectively online by targeting specific niches, measuring efforts, and continuously testing and improving strategies.
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
5 Steps Guide to Building a Customer Centric CompanyCustomericare
Many companies claim to be customer centric nowadays but very few really are. Here's a simple guide to help you be one of the few truly customer-centric companies out there.
Bonus: checklists to download, print and share (no email needed, just grab them in the slides)
What 'Doodlers' and 'Coders' can teach Business about Experience DesignCandy Bernhardt
If you are a key leader in your business, you might wonder why creatives and developers can be so argumentative about seemingly straightforward feature requests for your site. Likewise, if you are one of the talented people doing the actual design and code work, it can often be frustrating when “suits” don’t understand the fundamentals of good user experience. It’s time for an intervention!
1. The document provides guidance on how to structure landing pages to convert visitors into customers through acquisition and conversion.
2. It discusses key elements like the hero, social proof, calls-to-action, features, and getting feedback. Specific tips include using compelling headers and subheaders, visualizing value propositions, addressing objections, and keeping content concise.
3. Landing page templates are suggested to include elements like navigation, hero, social proof, calls-to-action, features, and footer in a proven structure that guides visitors through the conversion process from awareness to action.
Digital marketing strategy slides by Jess LeMerleHayden Armour
This document provides an overview of digital marketing strategies and tactics. It discusses developing a digital marketing strategy, building an engaged social media audience, search engine optimization, content marketing, email marketing, online advertising, inbound marketing, and creating an effective customer experience online. Key points covered include developing customer personas, selecting appropriate marketing channels, creating a content calendar, optimizing websites for mobile and conversions, writing compelling copy, and tracking key performance indicators.
Zero to One Startup Masterclass Series - Week TwoIsaac Jumba
The masterclass covers hands-on workshops from how to come up with ideas to solidifying their ideas into INVESTOR READY businesses. The target is for those new to entrepreneurship intending to build a startup or those who are already working on an idea and need to solidify or scale their business.
This document discusses landing pages and how to optimize them for lead generation. It begins by defining landing pages and their purpose in capturing users and generating sales. It then provides tips for designing effective landing pages, including considering personas, targeting keywords, using visuals and calls to action (CTAs) appropriately, page size and layout, and including lures like free trials. The document also discusses testing landing pages through case studies, examples of CTAs that performed better, and using feedback loops to constantly improve the page based on user feedback. It concludes by providing a checklist for elements to consider in an optimized landing page.
The document discusses metrics and monetization strategies for software startups. It recommends focusing on metrics that improve customer retention and lifetime value over the long run, such as increasing retention rates from 80% to 90%, rather than one-time gains. High leverage opportunities provide ongoing revenue through evangelism and happy customers who continue using the product. The document also provides tips for optimizing different parts of the customer funnel from acquisition to purchase.
There are hundreds of websites lying on Internet but what is the thing that makes a website memorable or different from others.
Here, is the formula for attracting people to your Website.
Power Point used for a quarterly presentation to our clients who who wish to be equipped to start their own small business. Learn more about our organization by visiting www.scorejax.org
UX South West - Engaging clients meaningfully in the process of digital designAlan Colville
Great digital experience happen when we engage clients, not just users, meaningfully in the process of digital design.
This workshop describes techniques, which not only demonstrate the value of UX, but build better client / designer relationships.
Similar to Landing pages & User Acquisition - Gilles de Clerck (20)
The document discusses different funding avenues for startups including grants, equity, debt, and revenue. It covers venture capital, angel investing, equity crowdfunding, SBA loans, bank loans, and factoring. It notes that VC/angel funding provides fast access to capital and strategic help but requires giving up control and pressure to grow. Debt options retain control but are hard to qualify for. The document also discusses term sheets, deciding how much to raise and at what valuation, additional terms, board composition, information rights, and pro rata rights for seed stage investors.
The document outlines Tomás Caeiro's workshop on crafting an effective pitch deck. The workshop agenda includes defining what a pitch and pitch deck are, pitch secrets and goals, and pitch format and structure. The presentation covers communicating something to someone to achieve a goal, different types of pitches, and the importance of practice, planning and anticipating questions. It provides guidance on pitch elements like problem, solution, competitors, marketing, business model and metrics. Bonus tips are given on dos and don'ts of pitching, including knowing your audience, competitor, and not giving false information.
Startup Financials is a document from 2023 created by Daniel Vila Boa in Porto, Portugal. It likely contains financial projections, funding requirements, and other key metrics for a new business venture. The short document focuses on the essential details needed to understand the financial situation of the startup.
The document discusses business models and how to choose one. It defines different types of business models like B2C, B2B, B2B2C and provides examples like Refinery 29 and SAAS. When choosing a model, factors to consider include predictable revenue, scalability, network effects and customer acquisition. The document recommends learning about customer needs through interviews and experiments to help identify the right model and business strategy.
Sales techniques focus on controlling the customer through rapport building to influence their acceptance while keeping explanations simple so confused customers will buy. Successful sales require putting knowledge into practice by controlling conversations, influencing customers and gaining their acceptance.
The document provides tips for zero-budget marketing for startups. It recommends creating content on various social media platforms like LinkedIn, Instagram, Twitter, and TikTok as the easiest marketing hack, with the platform choice depending on the business's product and audience. It also quotes Tim Huelskamp, who advises optimizing the product first so it delivers exceptional value to users, which will lead to natural growth through word-of-mouth. The document also includes contact information for Krissie McMenamin.
This document provides dos and don'ts for startups when approaching big corporations. It notes that corporations have resources startups need but also myths on both sides. The document advises startups to show working prototypes, know that "maybe later" means no, have founders do initial sales, and prepare for more admin work. It warns against wasting time on "innovation theatre" and being a liability. For corporations, it says to have a real problem startups can solve, empower engagement, and have a venture strategy. Overall, it encourages entrepreneurs to pursue startups but with a safety net of skills, experience, and savings first.
The document provides tips for scaling a startup using SEO and AI with no money down. It discusses optimizing the domain name, folder structure, and subdomains. It also covers keyword research, on-page SEO like using topic clusters, generating content, getting backlinks, and launching the website by registering it on various search engines and platforms. Useful tools and resources for SEO are also listed.
This document discusses the science of art and emotion. It introduces Emotional DataTM which is collected data about consumers' unconscious emotional responses that can be observed and evaluated. It then describes different types of consumer data and how Emotional DataTM differs from qualitative and quantitative data. Finally, it outlines some simple neuroscience testing methods that can be used to collect Emotional DataTM including using iPhone and Apple Watch features to predict and infer mood and collect behavioral and preferential data.
This document discusses tools for winning first customers, focusing on the importance of a growth mindset and growth hacking. It emphasizes embracing failure as an opportunity to learn and gain experience. Growth hacking involves testing innovative marketing techniques to rapidly grow a customer base with minimal resources. The key is understanding customers - who they are, where they spend time, what interests them - and then finding creative ways to reach them through content, blogs, emails, groups, influencers and more. There are no shortcuts; success requires testing ideas, learning from results, and continual improvement through an openness to feedback and new challenges.
1. Finding product-market fit requires consistently generating more revenue per customer than it costs to acquire and support that customer.
2. Startups that achieve product-market fit see their products "sell themselves" through word-of-mouth as users find intuitive value and are willing to justify friction.
3. True product-market fit is evident through high retention rates that show users would be disappointed without the product.
The document discusses various revenue models for businesses. It describes traditional models like product/service sales, subscriptions, freemium, and advertising. It also covers innovative models like razor and blades, shared economy, pay-what-you-want, dynamic pricing, tokenization, API-as-a-product, and data monetization. The document provides examples of companies using different revenue streams and advises businesses to understand their customers, market, offerings, costs, experiment, and consider scalability when choosing a revenue model.
1. Finding product-market fit requires building a product that solves a real problem for a specific market. Startups should focus on finding a small market that has a strong need that their minimum viable product can address, rather than trying to serve a large market initially.
2. Early signals that product-market fit may be achieved include visible excitement from potential customers when seeing demonstrations, and willingness from some customers to pay for the product before it's complete. Gathering feedback from potential customers is key to iteratively understanding their needs and refining the product.
3. Once product-market fit is achieved, the product will experience rapid growth through word-of-mouth, with users actively inviting others and usage growing quickly.
The document discusses building a successful team with diversity in gender, culture, education, interests, and skills. It recommends teams of five people and advises treating teamwork like dating by staying curious, asking questions, and respecting cultural differences. The document also encourages participants to focus on the team over any single idea, take quick action during the event, have fun, and make the most of talks and mentors.
This document contains information about Anna De Stefano and her work helping startups. It discusses her background creating a successful legal publishing company and mentoring over 30 startups. It provides tips for startups including focusing on defining problems precisely, listening, adapting, and ensuring their solution is better than competitors. It also outlines the main business models of B2C, B2B, and their variations.
The document discusses the principles and process of design thinking. It explains that design thinking involves discovering customer needs through research, defining the core problem to address, developing solutions through prototyping, and delivering the best solution. The design thinking process is illustrated as a "double diamond" with phases of discovery, definition, development, and delivery. Empathy with customers is emphasized to understand their context, needs, and experiences rather than focusing on preconceived solutions.
This document is a profile for Helen Kokk, an award-winning product designer and Director of CX Product at Rush Street Interactive. As a designer, she advocates for failing fast and cheap through LoFi prototyping before progressing to HiFi prototypes. She encourages sharing, collaboration, and leveraging existing design systems and templates to work smarter, not harder, when bringing products to life.
How AI is Disrupting Service Industry More Than Design ThinkingBody of Knowledge
Artificial Intelligence (AI) and Design Thinking are two powerful tools that, when used together, can revolutionize the service industry. By combining these approaches, businesses can develop innovative solutions that enhance customer experience, increase efficiency, and drive growth. Here's how AI and Design Thinking are disrupting the service industry
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2. USER ACQUISITION
Finding potential customers somewhere, somehow and
triggering them to visit your landing page with a
resonating message.
3. USER ACQUISITION
Finding potential customers somewhere, somehow and
triggering them to visit your landing page with a
resonating message.
LANDING PAGES
Enticing potential customers with your value
proposition in a way that triggers them to express
interest (e.g. leaving their email address).
4. LANDING PAGES
No matter your product
and audience, you’ll all
follow the same structure
and principles to build
great landing pages.
USER ACQUISITION
Depending on your
product and audience,
you’ll all use different
channels and strategies
to acquire customers.
5. LANDING PAGES
A step-by-step process
that helps you define
structure, copy, imagery
and design for your
landing page.
USER ACQUISITION
A collection of channels and
strategies with fast feedback
loops + a framework for
helping you decide which
ones (not) to try.
6. 1. Do the right things (thinking)
2. Do the right things well (doing)
7. THIS DECK IS BUILT AS A RESOURCE FOR YOU TO USE
• I’ll focus the keynote on how to think and make good decisions on what
to do because that applies to all of you.
• For the doing part, I’ll limit myself to high-level context because not all
slides will be as relevant to all of you (mostly the case for acquisition).
• The idea is that, once you know what you want to do, you can check back
for examples and instructions on how to do it well.
8. Find this and all other amazing EIA slide decks over at:
https://www.slideshare.net/InnovationAcademy/presentations
9. What should you work on first?
… landing pages or user acquisition
10. WHAT DO YOU WORK ON FIRST?
You only get one shot at a first impression
… the better that impression, the more visitors will leave their email address
11. WHAT DO YOU WORK ON FIRST?
1. Build an irresistible landing page
2. Get your target audience to visit it
12. THE GOOD NEWS
I’ve ruined enough first impressions
to help you make a stellar one
16. + Increase Desire
Entice with value. Create intrigue. Go out of your way to make
it as easy as possible for visitors to imagine their improved
lives with your value prop in it.
— Decrease Labor
Minimize the work visitors have to do to get your value props.
The more words and imagery to process, the harder it becomes.
Aim for every word, visual and element to add meaning.
— Decrease Confusion
Make it crystal clear how your product improves visitor’s
lives. Be specific and consistent at every step and turn.
17. Messaging > design
1. Hone your message. Identify the selling points that
are most enticing about your value proposition.
2. Put together copy and imagery to convey those
selling points as clearly and concisely as possible.
3. Design your page to enhance the clarity and
impact of your messaging.
19. SIMPLE.
It’s easy to understand by prospective customers.
COMPELLING.
It describes something that is interesting or desirable to them.
SPECIFIC.
It captures what your product does, not an overly abstract statement of it.
DIFFERENTIATED.
It highlights what makes your product unique.
20. GETTING YOUR STORY STRAIGHT
Value proposition generation
A product quality matched to a customer benefit
“Here’s what our
product can do.”
“Here’s what you can
do with our product.”
vs.
21. A product quality matched to a customer benefit
Imagine your product is fast
Benefit: Quicker output → Value prop: Get work done faster.
Benefit: Greater output → Value prop: Get more work done.
Benefit: Greater efficiency → Value prop: Save yourself time
VALUE PROPOSITION GENERATION
22. Imagine your product is secure
Benefit: Protection → Value prop: If you lose or misplace your
card, freeze it from the app.
Benefit: Control → Value prop: Turn off contactless, online
payments and ATM withdrawals from the app.
VALUE PROPOSITION GENERATION
A product quality matched to a customer benefit
23. Imagine your product is secure
Benefit: Privacy → Value prop: Only friends can see your
messages.
Benefit: Protection → Value prop: If your phone is stolen,
your data stays safe.
VALUE PROPOSITION GENERATION
A product quality matched to a customer benefit
24. How to write effective value propositions
Column 1
List all bad (non-desirable) alternative solutions people resort to when they don't have
your product. Point out what makes each one bad.
Column 2
For each bad alternative, write one value prop that highlights that badness and point out
how your product makes life better in comparison.
Column 3
List top personas and identify the two things they most care about. Ignore lower priority
audiences.
Match column 2 with column 3
Reduce your list of value props in column 2 to those that most appealing to top personas.
VALUE PROPOSITION GENERATION
25. BAD ALTERNATIVES VALUE PROPS TOP PERSONAS
Low quality sales calls
Wasted sales resources
Visitors bounce
Lost sales opportunities
Long, boring FAQ’s
No one reads them
Support emails
Most don't bother
Process more leads using
fewer senior sales reps by
asynchronously handling
customer objections via
templated live chat.
Hear visitors' objections
proactively so you can address
and close more deals before
they bounce.
Head of marketing
Conversion rates
Traffic volume
Chief revenue officer
Reduce churn
Increase ARPU/LTV
Head of sales
Increase qualified leads
Qualify leads accurately
Example: Livechat software
VALUE PROPOSITION GENERATION
26. BAD ALTERNATIVES VALUE PROPS TOP PERSONAS
Transaction fees
Moving money costs money
Transaction delays
Wastes productivity.
Hinders opportunity.
Limited control
Difficult to budget. You lose money.
Cumbersome to open an account
Takes a lot of time.
Not available for everyone.
Spend, withdraw and send money
anywhere in the world. No additional
fees.
Send and get money in real-time, to and
from anywhere in the world.
We’ll send real-time spending
notifications and show you exactly
where your money is going every month
so you have full control over your
personal finances.
Open an account in seconds without
street address or credit checks.
Traditional account holders
Travel & move money without extra fees
Better overall service
Increased budget control
International freelancers
Maximum control and flexibility
Get paid instantly from anywhere in the
world
Expats
No street address needed
No credit checks
Easy, quick account setup
Example: Digital banking product
VALUE PROPOSITION GENERATION
27. INFORMATION DENSITY
Use copy and visuals to maximize information density: the art of saying
a lot with a little. A high ratio of ideas to elements (words + visuals).
DECREASING LABOR & CONFUSION
VALUE PROPOSITIONS
Use copy and visuals to tell a compelling story of a world with
your product, setting it off against a world without your product.
INCREASING DESIRE
28. GET TO THE BEST COPY VARIATION
Don’t settle for the first phrasing that comes to mind.
Write variations until you find the most enticing and
concise version. Ask others for feedback.
REMOVE UNNECESSARY WORDS
Every word on your page must be necessary. If you
can remove a word without reducing how enticing,
clear or critically informational a sentence is, do it.
DON’T PITCH EVERY VALUE PROP IN FULL
Stick with the ones that entice your ideal customers
most. Take a 80/20 approach. The more visitors must
read, the less they’ll read in total.
AVOID MEANINGLESS SALES FLUFF
Steer clear of empty cliché words like
‘revolutionary’, ‘incredibly’, ‘powerful’, ‘best-
ever’ and alike. They don’t tell visitors anything
and you’ll seem a copycat. Instead, specifically
describe exactly how you're unique.
MINIMIZE SCROLLING
Provide the main value props at the first
impression. Visitors shouldn’t have to scroll to
understand fundamental value propositions.
Nailing information density
29. The winning formula
1. NAVBAR — Top of the page: company logo and site links.
2. HERO — Big section with header text, subheader text and most enticing imagery.
3. SOCIAL PROOF — Logos and/or testimonials of best-known clients.
4. CALL-TO-ACTION — Signup button or similar with a concise incentive to go for it.
5. FEATURES & OBJECTIONS — Key value propositions. Why people would choose you.
6. CALL-TO-ACTION REPEAT — Repetition cooks an idea into people’s heads.
7. FOOTER — Miscellaneous links.
30. Navbar
LOGO —————————-——————————————-——————————— LINKS —— CTA
• Logo
• Links to key sections on your page
• CTA - button (e.g. Buy now, Notify me, Request access,…)
The fewer links, the better. Maximize focus on the CTA.
32. Hero — Imagery
The purpose of the hero imagery is to visualize the value propositions
conveyed by the header and subheader.
It should complement and reinforce the copy. Not distract from it.
Most often, this comes down to just showing off your product.
Software → screenshot
Physical products → picture
Services → illustration
41. “In advertising, the greatest thing
to be achieved is believability.
Nothing is more believable than
the product itself.”
42. Make them want to scroll. But don’t require them to scroll.
Descriptive, while concise.
Hook them. Or lose them forever.
Be specific. Don’t be vague. “Improve your workflow!”
If a visitor reads only this on the page, would they know exactly what you sell?
Hero — Header
43. How to write great headers
01
Identify a compelling feature that captures your product’s purpose
02
If needed, point out the purpose explicitly
Hero — Header
44. What makes a compelling feature?
Something that makes a target persona say to themselves:
“I want that!”
“Finally, a reason to sign up for one of these products!”
Hero — Header
45. 1. Compelling features — Example: Video Chat App
Chat with anyone quickly.
Chat on your phone, tablet, or desktop.
Auto-translate real-time conversations regardless of language.
Get transcripts for every conversation — emailed to you.
Have auto-translated chats with foreigners.
Find someone to video chat with in less than 30 seconds.
Hero — Header
46. Hero — Header
Chat with anyone quickly.
Chat on your phone, tablet, or desktop.
Auto-translate real-time conversations regardless of language.
Get transcripts for every conversation — emailed to you.
Have auto-translated chats with foreigners.
Find someone to video chat with in less than 30 seconds.
1. Compelling features — Example: Video Chat App
47. Does the visitor get why the value proposition matters?
If not, point it out explicitly.
Riley texts your real estate leads for you — to automatically qualify them.
Have auto-translated chats with foreigners — to have fun learning any language.
2. High-level purpose
Hero — Header
48. Visually design and develop sites from scratch. No coding.
Groceries delivered in 1 hour. Skip traffic, parking, and long lines.
Invest in crypto even if you’ve never invested in crypto.
Create engaging animations for any app or website.
Rent real people's homes. So you can experience a city like a true local.
Hero — Header
Good examples
49. BAD Forest: Stay focused, be present.
BETTER An app that prevents phone addiction. So you can focus on what’s more important.
BAD Extend your software development team.
BETTER Add experienced remote devs to your team. Higher quality for lesser cost.
BAD Keep your money safe.
BETTER We create secure virtual cards for you so you can pay without revealing your real card details.
BAD The smarter way to send business payments internationally.
BETTER Send money to anywhere in minutes at the real-time exchange rate. No hidden fees.
Hero — Header
Bad examples, rewritten
50. Hero — Header
“When I write an advertisement, I don't want you to tell me that you find
it 'creative.' I want you to find it so interesting that you buy the product.”
DAVID OGILVY
51. Hero — Subheader
When you depict an amazing life, here’s what visitors typically think:
“Ok great. But how?”
“That sounds too good to be true.”
“There’s probably a catch.”
Now that people understand what your product does,
use your subheader to describe how it is able to do that.
52. Riley texts your real estate leads for you — to automatically qualify them.
A network of vetted concierges monitor your lead chats to respond whenever you're busy.
Have auto-translated chats with foreigners — to have fun learning any language.
In real time, we transcribe and translate your words into 100 languages.
Hero — Subheader
Examples
53. Hero — Subheader
Examples
CRYPTO PAYMENT SOLUTION
Our app accepts cryptocurrency payments, converts it into your currency at a locked-in
exchange rate, then transfers it to your account.
INTERACTIVE VIDEO SOLUTION
Mindstamp helps you engage and educate your viewers by adding notes, pop-up
questions, and CTAs to any video in seconds.
59. Social proof
As soon as visitors look/scroll down from the amazing value props in the hero, they should
be seeing other people/companies that are not you vouching for those value props.
LOGO —————————-— LOGO —————————-— LOGO —————————-— LOGO
TESTIMONIAL ——————TESTIMONIAL ————-— TESTIMONIONIAL ————-— TESTIMONIAL
60. Aim to make the visitor feel as if everyone (people/companies
they identify with) is already using your product.
Except for them. Create irresistible FOMO.
What if nobody is using your product because, well, you’re an early-stage startup?
Give people your product (or mockup) for free, then ask them for a testimonial.
Let’s say the idea of “fake it till you make it” applies here.
Social proof
62. The visitor is excited now.
The goal of your header is to get them to act on that excitement.
Call-to-action — Header
Aim to make the CTA header specific about how close they are to your amazing value prop.
Make it tangible how the awesomeness is only 1 step away.
“You just have to do this and you can get all of this!”
“Get a new logo in 24 hours.”
“Just set your price and go.”
“Open an account right from your laptop.”
63. Have the button specifically describe what happens after
clicking, what specific action the visitor is taking.
Notify me, Request early access, Join the waiting list
Call-to-action — Button + Form
To collect email addresses, you’ll need a form.
Consider including the form directly in the CTA section.
(Cut out as many steps you don’t necessarily need.)
• Name
• Email address
• “How did you hear about us?” (+ dropdown)
65. Features & Objections
FEATURE #1 —————————-——————————————————————-———————————
—————————-——————————————————————-——————————— FEATURE #2
FEATURE #3 —————————-——————————————————————-———————————
This is where you put all of your chips on the table for visitors that
don’t convert from the hero + social proof (spoiler: many won’t).
In other words: time for the full sales pitch.
66. Features & Objections
This is where you go all out with value props. While you’re at it,
seize the opportunity to proactively address possible objections
visitors may have concerning them.
• Header that states the value proposition (~ framework Hero section)
• Paragraph to elaborate on the value prop and address potential objections
• Image/illustration to visualize / reinforce the value prop
Elements per feature
67. Features & Objections — Header
3-7 WORDS DESCRIBING FEATURE OR VALUE
Avoid vague language → “The bank of the future”
Be descriptive so visitors can decide whether it’s relevant to them as they scan the page.
If they don’t care, they can skip → You reduce labor and increase focus.
68. Features & Objections — Paragraph
Blunt brevity
Concisely describe the feature.
~ Value proposition generation
+ Address possible objections.
Point out how the status-quo is no good and
describe how you make it better.
Keep it short and simple.
Specific. No sales fluff.
Bullet points.
69. Features & Objections — Examples
Header
A simpler workflow for docs & tasks
Paragraph
Tired of linking Google Docs and Trello? Notion seamlessly
blends the two. Full-powered project trackers with docs inside.
Save your team from context switching.
Header
Invest for free
Paragraph
We’ve cut the fat that makes other brokerages costly, like manual
account management and hundreds of storefront locations, so we
can offer zero commission trading.
Header
Truly Private Messaging
Paragraph
Status uses the peer-to-peer protocol Whisper and end-to-end
encryption to protect your communication from third party
interference. Only you can view your messages.
Header
With LOOP, parents are more connected with each other.
Bullet points
• Create a chat room to organize school carpools.
• Find a trusted babysitter on the fly.
• Arrange playdates and (kid-free) social gatherings.
70. The more expensive, innovative, unintuitive your product is, the more
objections you should address.
If you’re having a hard time deciding which objections to highlight, study
your competitors’ messaging to learn how to differentiate yourself from
what people expect you to say.
Features & Objections
71. The Ladder Of Product Awareness
They’re motivated to solve the problem and are convinced your product is the best solution
They’re motivated to solve the problem, but aren’t sure which solution is best
They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem.
They’re experiencing the problem, but are unaware solutions exist.
They’re not experiencing the problem.
To what extent is your target audience (not) aware of your solution and the problem it solves?
72. They’re motivated to solve the problem and are convinced your product is the best solution
They’re motivated to solve the problem, but aren’t sure which solution is best
They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem.
They’re experiencing the problem, but are unaware solutions exist.
They’re not experiencing the problem.
The lower on the ladder, the more you’ll need to go out of your way to educate them.
The Ladder Of Product Awareness
73. They’re motivated to solve the problem and are convinced your product is the best solution
They’re motivated to solve the problem, but aren’t sure which solution is best
They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem.
They’re experiencing the problem, but are unaware solutions exist.
They’re not experiencing the problem.
This applies to landing pages, ads, content,… anything that qualifies as marketing material.
The Ladder Of Product Awareness
74. Features & Objections — Imagery
Product screenshot (or mockup).
Image that demonstrates the feature in action.
Illustration that captures the purpose.
Pretty much the same essence as for the hero.
Make sure it adds value to your story.
Avoid meaningless eye candy.
Thumbs up for animated GIFs.
85. A final CTA, then some links
1. NAVBAR — Top of the page: company logo and site links.
2. HERO — Big section with header text, subheader text and most enticing imagery.
3. SOCIAL PROOF — Logos and/or testimonials of best-known clients.
4. CALL-TO-ACTION — Signup button or similar with a concise incentive to go for it.
5. FEATURES & OBJECTIONS — Key value propositions. Why people would choose you.
6. CALL-TO-ACTION REPEAT — Repetition cooks an idea into people’s heads.
7. FOOTER — Miscellaneous links.
86. 1. HERO — Big section with header text, subheader text and most enticing imagery.
2. SOCIAL PROOF — Logos and/or testimonials of best-known clients.
3. CALL-TO-ACTION — Signup button or similar with a concise incentive to go for it.
4. FEATURES & OBJECTIONS — Key value propositions. Why people would choose you.
Mix up as you see fit
The essentials
87. The design part
A visually appealing design does help conversion.
By showing you’re not an amateur.
Don’t overdo it, but make sure:
1. It's enjoyable to visually skim.
2. It looks thoughtfully put together.
3. Each section is clearly structured.
4. It reflects what you stand for (brand).
89. Getting feedback on your page
People outside of your target audience
Learn how enticing and comprehensible your copy is people who aren't
familiar with your market or product. A mistake many make is to over-
assume the baseline knowledge of an audience.
People from your target audience
Learn if your messaging is sufficiently unique and descriptive to convince
people from your target audience to choose you over competitive solutions.
90. • Are you willing to hand over your credit card and sign up right now? If not, what would it take?
• Rate how the page sustained your interest on a scale of 1-10.
• What do you suggest be rewritten or redesigned to help it better sustain your interest?
• What unanswered questions are you left with?
• Something awesome you wanted even more details on?
• If you had to delete half the page's imagery and copy, which would it be?
• What triggered your “bulls*t” reflex?
Getting feedback on your page
93. Marketing at a startup starts from the inside
out. As you build the product, you start talking
about it to as many potential customers as
possible. This will help build an understanding
of (1) who buys your product, (2) why they buy
it and (3) how they talk about it.
95. DES TRAYNOR, CO-FOUNDER INTERCOM
The most important tasks for any early stage startup
are to write code and talk to users. About 50% of my
time was spent communicating with potential users,
whether that was asking them to try Intercom over
email, meeting them at conferences, write blog posts,
responding to users in blog comments or talking to
them on Hacker News.
Livechat software, founded in 2011, valued today at ± 1.85bn
96. Does that mean you have to start writing
blog posts the moment you leave this hall?
97. You can’t reach users in ways they’re not reachable.
As much as you can’t phone people who don’t have a phone,
you can ‘content market’ to people who don’t read.
(Or at least don’t read the stuff you’d write about.)
98. • If you’re selling a cool new piece of technology to
developers, like Twilio, community-focused activities such
as meetups are going to work better than paid ads.
• If you’re selling clinic management software to dentists,
then speaking at/sponsoring a dentistry conference will
probably outperform social media.
• If you’re selling dating apps to millennials, then clever PR
or on-campus, offline campaigns will likely beat event
sponsorship.
• If you’re building an iPhone game for teenagers, Snapchat
Ads are more likely to work than opinionated articles on
the educational duties of the gaming industry.
99. 01
Start by understanding the behaviors and
mindset of the people you’re trying to reach.
02
Choose a particular marketing tactic based on
those exhibited behaviors.
100. How to think about acquisition
1. Nail your messaging
2. Understand your customer
3. Ideate on ways to reach your customer
4. Score and rank each idea
5. Test your best ideas
101. 1. Nail your messaging
Clearly define how your product makes
the lives of your target customers
better than it is right now.
By now, you know to do this from
building your landing page.
See slides 15-25
102. 1. Nail your messaging
Example
Our AI-powered shovel helps onion farmers dig
holes faster, so they can plant more and sell more
with less back pain than traditional shovels.
What is the product?
An artificially intelligent shovel.
Who is the customer?
Onion farmers.
What value is generated for them?
Time saved through faster planting.
How is it better than the old way?
Less back pain than traditional shovels.
103. 2. Understand your customer
The better you’re able to grasp the mindset
and behavior of your target customers, the
better you’ll be at reaching them with the right
message, in the right place, at the right time.
104. The more specific you are about your customer, the easier
it is to understand how to reach them and what message
should be used to do so.
For the AI shovel example, onion farmers are a smaller
audience with different behaviors than do-it-yourself
homeowners. That means their needs and habits are more
specific, which in turn makes it easier to understand them.
2. Understand your customer
105. • How do your target customers buy products like yours today?
• Where do your customers hang out online?
• What kind of content do your customers seek and consume?
• Which apps do your customers use?
• What questions are my customers asking?
• Where do your target customers connect with people like them?
• Where do your target customers get their information personally?
• Where do your target customers get their information professionally?
• Who do your target customers look up to?
• Who do your target customers trust?
2. Understand your customer
106. 3. Ideate on ways to reach your customer
Dream up all the ways you could reach your
audience and write each idea on a giant list. Don’t
worry about thinking big and crazy at this point.
107. • Buy sponsor slots on the annual OnionCon conference.
• Get a speaker slot on the annual OnionCon conference.
• Get an interview on the OnionPod podcast.
• Start a YouTube channel for onion farmers.
• Facebook advertising based on interest in onions and shovels.
• Google Ads targeteted to keywords like ‘shovel’ and ‘onion farming’.
• Content creation on onion farming & shoveling.
• Sending sample shovels to all the speakers at OnionCon.
• Referral program to incentivize word-of-mouth among onion farmers.
• Make distribution deal with retailers where onion farmers shop for gear.
3. Ideate on ways to reach your customer
108. More resources for ideating on acquisition tactics
• 19 traction channels
• Bullseye brainstorming exercise for the 19 traction channels
• Cheap traction tests you can run to validate channels
3. Ideate on ways to reach your customer
109. CAN IT SCALE?
SCALABILITY
EASE & COST
AVAILABILITY
PRODUCT/CHANNEL FIT
RELEVANCE
GUT FEELING
BLINK
1-5 1-5 1-5 1-5
65 pt
4. Score and rank each idea
110. 4. Score and rank each idea
SCALABILITYAVAILABILITYRELEVANCEBLINK
What do you think
about the idea before
you even realize you’re
thinking?
Based on Malcolm
Gladwell’s stellar book.
Don’t try to sell hearing
aids on Snapchat. Or
find B2B customers on
Pinterest.
How easy is it to set up?
How long will it take?
How much will it cost?
YouTube videos may
work very well, but are
expensive to make.
How easy is this channel
to scale up?
Answering Quora
questions may be
effective, but you have to
write them one by one.
111. AVAILABILITYRELEVANCEBLINK
What do you think
about the idea before
you even realize you’re
thinking?
Based on Malcolm
Gladwell’s stellar book.
Don’t try to sell hearing
aids on Snapchat. Or
find B2B customers on
Pinterest.
How easy is it to set up?
How long will it take?
How much will it cost?
YouTube videos may
work very well, but are
expensive to make.
SCALABILITY
Don’t worry about
scalability at this point.
It’s more important that
you get a sense of your
customer’s behaviour
and validate your
messaging.
4. Score and rank each idea
112. CAN IT SCALE?
SCALABILITY
EASE & COST
AVAILABILITY
PRODUCT/CHANNEL FIT
RELEVANCE
GUT FEELING
BLINK
1-5 1-5 1-5 1-5
= BRAS Score
X X
4. Score and rank each idea
113. 5. Test your best ideas
• Take your best 2-4 ideas and start executing.
• Adopt an experimental mindset while doing so.
• If something works, put more of your chips on it.
• At all times, aim to understand why ideas (don’t) work.
• Then use those insights to generate new, better ideas.
114. B2C vs. B2B
You’ll use acquisition tactics is to get relevant people to express interest
in your product.
So you’ll be able to tell investors at the pitch this many people are ready to
buy my product.
This is customer validation: it tells the investors something about how
likely it is that your product will do well on the market if they decide to
invest in it.
115. B2C vs. B2B
If you have a B2C product, you’ll do this through signups: you reach your target
audience somewhere online, convince them to go your landing page and get them to
indicate their interest by leaving their email address.
(1) You reach them somewhere on the internet (2) with some kind of message that
gets their attention and convinces them to click to (3) your landing page where they
learn more about your product in a way that gets them to (4) act on your CTA and (5)
express interest by leaving you their email address.
116. B2C vs. B2B
If you have a B2B product, the goal is to get a business customer to express
formal intent that they want to buy once your product comes on the market.
They won’t give you this from just your landing page. You’ll need to get into a
conversation with them - via email, direct messaging and over the phone.
You can do this by following with up people that leave their email address on
your landing page or by reaching out yourself.
117. B2C vs. B2B
We’ll first cover strategies for how to find your target audience online and get
them to come to your landing page.
This is mostly relevant for B2C, but can also work for B2B. Business people are
still people so they can also be reached in different channels and convinced to
come to your landing page. There, they would then leave their email address so
you can follow up with them.
Near the end, we’ll get into how to find prospects for B2B and get you in a
conversation with them so you can convince them to express intent.
118. B2C vs. B2B
Getting intent is not really easy. Business people have priorities and not a lot of
time. They aren't exactly sitting around waiting around for your call.
You’ll have some convincing to do.
In some cases, getting B2C signups can help make your B2B case stronger. B2B
decision makers are mainly interested in how much more money they’ll make or
save with your product - and this is often related to the interest of B2C customers.
119. B2C vs. B2B
For example, if you’re making an app that helps festival goers find their friends in
crowds, getting a lot of signups from people that go to festivals will help you
convince festivals that their attendees want this.
So, ask yourself whether you should mainly go for getting B2C signups, for getting
in touch with B2B decision makers - or for a strategy that combines the two. This
will determine what channels and strategies are for you, and even how you should
position your landing page: to businesses or consumers.
Ask your marketing mentor for help with this.
120. Zero-budget user acquisition tactics with fast feedback loops
This list is non-exhaustive (that would take an entire AIA program of keynotes)
Focus on the concepts.
It’s always about what your target customers are asking, searching for, what content they
consume, what influencers they follow, what other apps they use etc.
121. WHAT ARE YOUR CUSTOMERS ASKING?
Quora
Quora means to give the world the best possible answer to any question
humans could possibly have.
Users can ask questions, write answers and upvote/downvote answers.
Answers with the most upvotes (and least downvotes) end up on top.
People from your target audience have likely posted questions you can
answer. You just have to show up and gently point them to the
solution: your product.
123. WHAT ARE YOUR CUSTOMERS ASKING?
Quora — What you can get out of it
Highly-qualified traffic
Because of the 1-1 relationship
between what the user is looking for
and your value, on-site conversion for
Quora traffic is typically higher than for
many other channels (10% -15%).
Thought leadership
As you help out your target audience in
what they care about by answering
questions relevant to them, you’ll
become an influential voice and they’ll
start valuing your opinions.
124. WHAT ARE YOUR CUSTOMERS ASKING?
Quora — Researching questions
• Study what people are asking and what language they use to do so.
• Study the most upvoted answers for relevant questions and try to understand why
people like those answers more than others.
• Study the numbers of followers, answers and views of questions to get a sense of how
many people seem to care about it.
• Questions with significant traction also hold more potential for you to acquire users by
writing good answers to it.
• Don’t be discouraged by low metrics for questions. Your target audience may just not
on Quora as much or voice the questions they have altogether. Metrics say something,
but don’t tell the whole story.
125. If you mean to target users from
non-English speaking countries,
check out Quora in other
languages.
WHAT ARE YOUR CUSTOMERS ASKING?
Quora — Researching questions
126. High-value questions typically have
more followers than answers. The
higher this ratio, the better. This
means a lot of people are
interested while not a lot of people
have provided answers.
WHAT ARE YOUR CUSTOMERS ASKING?
Quora — What makes a question worth answering?
127. WHAT ARE YOUR CUSTOMERS ASKING?
Use the search module — Quora has a
search functionality that lets you find
questions, answers, topics, users and
spaces from search keywords.
Quora — Finding questions to answer
128. WHAT ARE YOUR CUSTOMERS ASKING?
Related questions — On every question page,
Quora will show related questions on the
right-hand side of the page.
Quora — Finding questions to answer
129. WHAT ARE YOUR CUSTOMERS ASKING?
Topics & influencers — Quora also organises
similar questions around topics. For each
topic, you can identify influential writers by
checking out Most Viewed Writers. These
influencers will most probably also have
answered other relevant questions.
Quora — Finding questions to answer
130. WHAT ARE YOUR CUSTOMERS ASKING?
Don’t be spammy and mindlessly pitch. Instead, focus on providing real help.
From the start, align your answer to the question and gradually build a convincing
narrative towards your value proposition.
Then try giving them a good reason to check it out (call-to-action).
To ensure relevance, combine the best ideas from already present answers and
bring them together in your own way.
Be mindful of who you’re writing to and make the value obvious and relevant.
It’s not that different from building great landing pages (;
Quora — How to write good answers
131. WHAT ARE YOUR CUSTOMERS ASKING?
Quora — How to write good answers
132. WHAT ARE YOUR CUSTOMERS ASKING?
• Ask team mates to upvote your answers.
• And downvote the other answers on the same question.
• Pro level: create a group chat with all teams that are active on Quora so you
can support each other.
• Quora may penalize upvotes - and downvotes for coming from the same IP
address (since we’re all on the same network here). Try to up - downvote
from your mobile phone instead.
• Pro level: use a VPN to change your IP + location (Hola VPN is a free
browser extension)
• I recommend to use one Quora account per team to write answers from.
Quora — How to get your answers to the top
Facebook Group to get upvotes
133. The Ladder Of Product Awareness
They’re motivated to solve the problem and are convinced your product is the best solution
They’re motivated to solve the problem, but aren’t sure which solution is best
They’re aware solutions exist, but aren’t sufficiently motivated to solve the problem.
They’re experiencing the problem, but are unaware solutions exist.
They’re not experiencing the problem.
Whether your audience is asking questions on Quora gives you a sense of where they are on the LOPA
WHAT ARE YOUR CUSTOMERS ASKING?
134. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Product Hunt
Product Hunt is Product Geek Heaven.
It’s where early adopters come together to connect over
their passion for new products and technologies.
Match made in heaven for AIA projects.
135. The Daily Hunt
Every day again, new products for users to check out.
Products compete to be on top by the end of the day.
Upvotes
You rise in the ranking by getting upvotes from
community members. But that’s not the only thing that
counts (there’s a secret algorithm).
Hunters & Makers
Only community members with Hunter permissions
can post new products. Members that created the
product are called Makers.
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Product Hunt
136. Product Hunt — What you’ll get out of it
You’ll get on the radar of early adopters
These are the type of people who’ll try your
product when it’s still a baby. They’re okay with
it still having growing pains.
You’ll get invaluable product feedback
While the traction is awesome, early stage this
is still mostly about getting as many people as
possible to talk about your product.
You’ll get traffic and signups
People come flocking to your landing page to
check out your product and get early access.
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
137. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Product Hunt — How to launch
Since only Hunters can post products, you’ll first need to get ahold of one.
This may take a couple of hours or even days, so start early.
If you want to launch, talk to me and I’ll get you a Hunter.
(WhatsApp +32478638070)
Since you can’t really give users access to the product just yet, position your
submission and landing page as a Pre-launch with a call-to-action along the lines of
Request early access, Notify me or Join the waiting list.
You can put as much effort in a Product Hunt launch as you like. You can prepare it
meticulously and aim for the top spot or you can just have it posted with some
minimal prep and see what happens.
138. I wrote one of the most used guides to launch on Product Hunt
following a launch I did with a startup.
The Ultimate Playbook to blowing your Product Hunt Launch out of the water
If you want an additional perspective, I also recommend this resource:
10 Steps to Launching a #1 Product on Product Hunt
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Product Hunt — How to launch
139. In case multiple teams would want to go for this, you can
leverage the power of AIA in a similar way as previously
recommend for Quora upvotes.
Create an upvote group chat (WhatsApp, Messenger, Telegram) to coordinate.
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Product Hunt — How to launch
140. WHO DO YOUR TARGET CUSTOMERS TRUST?
92% of consumers trust recommendations
from friends and family over advertising
141. WHO DO YOUR TARGET CUSTOMERS TRUST?
Leverage the networks of early enthusiasts by incentivizing
them to share with their friends and family
Rhyme your marketing campaign with a waiting list system
that lets leads move up the leaderboard by sharing your
campaign with their friends and family.
142. WHO DO YOUR TARGET CUSTOMERS TRUST?
Referral Programs — The Startup Prelaunch
143. WHO DO YOUR TARGET CUSTOMERS TRUST?
Referral Programs — The Startup Prelaunch
144. WHO DO YOUR TARGET CUSTOMERS TRUST?
Referral Programs — The Startup Prelaunch
145. You can implement this quickly and without
coding with Viral Loops.
Register for a free 14-day trial at https://
viral-loops.com and get started with the
Startup Prelaunch template.
If you need help, talk to the guys from Viral Loops via the
live chat on their site. Tell them you’re running an EIA
project and that I referred you (I gave them a heads up).
WHO DO YOUR TARGET CUSTOMERS TRUST?
Referral Programs — The Startup Prelaunch
146. WHO DO YOUR TARGET CUSTOMERS TRUST?
Referral Programs — Other formats
Other relevant Viral Loop formats to run for making
the most out of a launch would mostly be:
• Milestone referral
• Leaderboard giveaway
However, for these (and others), the format kind of
demands you to have rewards to give users that
share most. While for the Startup Prelaunch it’s
fine if you just promise them early product access.
147. Facebook Groups
This is about aligning your story to the audience you’re targeting it too.
That becomes easier as an audience is more homogeneous (i.e. the people that make up the
audience increasingly similar to one another)
This is what makes Facebook Groups so powerful.
You can group a bunch of people that correspond to your ideal customer, that share that one
pivotal interest. Then you connect with them, learn from them, and market to them.
Except it won’t feel like marketing. It will feel like you’re helping them.
And that’s about the best marketing can get.
WHO DO YOUR TARGET CUSTOMERS TRUST?
148. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Facebook Groups
Facebook Group for writers created by an entrepreneur who’s
looking to create software to help writers write better, faster.
The takeaway: don’t spam, help and care.
149. Facebook Groups — Join existing groups
Resist the temptation of blatantly posting your landing page asking for signups. There’s few things
people hate more than spam. Instead, try to start a conversation. Create the narrative of you trying to
solve a specific problem for them and wanting to work with them to get it done.
WHO DO YOUR TARGET CUSTOMERS TRUST?
150. Can’t find Facebook Groups on your topic?
This tells you something about the (un)awareness of your target audience.
Find Facebook Groups on your topic but no good ones? Great.
That’s a sign of an underserved niche. And you can fill that need by creating a
killer community of which you’ll be the king.
This can be extremely powerful. But takes careful recruiting, lots of content
creation and community building. And thus time.
Facebook Groups — Create your own
WHO DO YOUR TARGET CUSTOMERS TRUST?
151. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Other communities
designernews.com
For designers.
stackoverflow.com
For programmers.
getcrafty.com
For DIY artists (by Etsy).
sephora.com
For makeup affecionados.
LinkedIn Groups
Like Facebook Groups.
slofile.com
Directory with Slack Groups for
developers, marketers, entrepreneurs,
designers, scientists, crypto, sports,
music, travel, health,…
shethinx
For girl power.
152. WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
Other communities
Every Instagram, Twitter, Pinterest, LinkedIn, YouTube, Twitch, Tik Tok,
Snapchat… account with substantial following is essentially a community.
All of those people share at least one interest, and that interest brings them
together - in a Facebook Group, on a Reddit forum, subscribed to a YouTube creator,
following an Instagram influencer, a Twitch gamer etc.
The question is always the same
Where is your audience hanging out?
That’s how you should think to consistently find them, reach and learn about them.
153. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
Acquisition on Instagram
You can reach target audiences on Instagram via other other accounts that post content related/similar
to your value proposition.
For example, if want to reach people that love bread — target the users that follow and engage with
accounts about wine, cheese, gastronomy etc.
Follow them, like and comment on their posts. This will make your account pop up in their notifications.
If they are triggered by your profile picture + name, they’ll click through to land on your profile page.
Then it’s up to you to convert them with relevant content an appealing CTA in your bio.
154. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
1. Make a list of accounts your target audience follows and engages with.
2. Make sure to have a nicely filled feed with relevant, quality content. For
inspiration on what to post, study target accounts: identify the posts with
the most likes/comments and have that inspire the content you create +
post. Or steal it. Up to you.
3. Engagement like following, liking and commenting to get on the radar of
your target audience.
4. Include a convincing offer / call-to-action on your account page so you
can send users that land on your profile page to your landing page.
5. (You can automate this process - but Instagram doesn’t like this so much
and it’s become increasingly risky.)
Acquisition on Instagram
155. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
Instagram, Twitter, Quora, Facebook, TikTok, LinkedIn, Pinterest… You can apply the same
kind of thinking across different social media platforms. On all of them, audiences can be
found and reached through content, topics and influencers that interests them.
All you have to do is find out what they are following, liking, commenting on and then use
the platform’s mechanisms to get on their radar.
Other platforms
156. Reddit — Where viral stories are born
Reddit is the world’s 17th website for traffic (5th in the US).
Because users are anonymous, you should probably not consider this a
sustainable customer acquisition channel.
Because of its huge user base, high levels of engagement and wide
variety of subreddits however — it’s also a great place to create buzz
and momentum around your startup.
Reddit is where stories go viral before they reach social media and
mainstream media. But it’s usually hit or miss.
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
157. Reddit — What you need to know first
Reddit likes laws and law enforcement.
There’s lots of posting rules you’ll need to comply with, often specific ones per
subreddit.
Moderators are ruthless and will take every opportunity to take your post down.
For every subreddit you try to post in, read the rules, study the posts that stay up
and get traction, plus make sure you post with a high-karma account.
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
158. Reddit — What you need to know first
Reddit doesn’t like outsiders.
As a Reddit user you can accumulate karma through the amount of upvotes and
comments your posts get. A user’s karma indicates the seniority of a Reddit user and
determines how severely moderators judge their actions.
In short: don’t create a new Reddit account and immediately post a story about
yourself.
Instead, accumulate karma first in easy subreddits or get your hands on an account that
already has a good amount of karma (let me know if you want to use my account).
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
159. Reddit — Maximizing your chances of big time buzz
To go viral on Reddit, content needs tell a story that makes an audiences feel something.
This can be happiness, motivation, inspiration, sadness etc. in a way that makes them want to share it with
other people.
Rather than the startup itself, focus on the story, even if that story doesn’t directly involve your product.
To get people to read the story in the first place, you’ll need to write a hook (subject) that stands out in the
list of posts in the subreddit.
Think of the type of headlines that you would click. At the same time, avoid clickbait where the story
doesn’t deliver on the promise of the hook. Users will feel cheated and vote your post down.
Mind that it doesn’t need to have a text post: images and (especially) videos can work too, if done well.
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
160. Reddit — Example
I once made a startup from Rwanda that makes shoes out of tyres and banana leaves go viral on
Reddit. It was afterwards posted to BBC World and other sites.
I think it’s a good example of how to approach writing the subject line for a post you mean to get traction.
+ Another great example.
How to get your startup on the front page of Reddit
Reddit hates blatant marketing: here’s how you can still get thousands of visitors
List of subreddits
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
161. Reddit — The quick win
In the specific subreddit for startups they actually want you to spam your startup.
In my experience, this is unlikely to get you significant traction. But it takes about 2 minutes.
https://www.reddit.com/r/startups/
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
162. Betalist — A hybrid of Product Hunt and r/startups
https://betalist.com
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
163. Betalist also wants you to spam your startup.
To help enthusiasts discover new startups and provide startups with early user feedback.
Similar to r/startups, this is a quick win that is unlikely to get you real traction.
But why not? You never know.
Betalist — A hybrid of Product Hunt and r/startups
WHERE DO YOUR CUSTOMERS CONNECT WITH LIKE-MINDED PEOPLE?
164. “This video was made possible by Brilliant. Learn everything you want, including how I make videos
like these. The first 200 to sign up via the link in the description will get 20% of a yearly plan.”
WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
Make friends with your customers’ favourite creators
165. 1. Figure out which YouTube videos your customers watches, which podcasts they
listen to, what blogs they read. Anyone who already has the interest of your
audience is worth trying to get ahold of.
2. Build a relationship with the creator and provide a special deal for their audience.
3. Creators with a big audience will ask for a fee, but smaller ones may be happy to
try out your product and be able to give their audience something special.
4. A variation of this would be to ship products to relevant creators and ask them to
review it.
WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
Make friends with your customers’ favourite creators
166. You can also turn this around by creating content (blog, video) around
influencers/creators relevant to your audience.
For example, I and 21 others were sent 4 questions about LinkedIn
marketing — super quick to fill out.
The content creator then aggregated all of the answers into one giant
blog post that got lots of traction.
WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
Make friends with your customers’ favourite creators
167. WHAT CONTENT DO YOUR CUSTOMERS SEEK AND CONSUME?
Make friends with your customers’ favourite creators
• For the influencers it’s a quick and easy. Minimum effort for significant exposure.
• Getting such a request makes the influencer feel important, especially if the content
project also includes other influencers.
• All of those influencers will be happy to share the content piece with their
respective audiences once it’s ready.
• For the content creator, this is a quick and effective way of creating highly relevant
content while gaining exposure with multiple relevant target audiences at once.
Why this works
168. DES TRAYNOR, CO-FOUNDER INTERCOM
“In the early days, I used to literally email people and ask
them to use Intercom. If you look at the first 200 emails I
sent from my Intercom email, almost all of them were along
the lines of, “Would you like to try Intercom?” For a customer
we really wanted, I’d mock up a screenshot showing how
we’d nail a reasonable use case for their product. That
helped people understand both what we could do for them
and what it would look like in their product.”
Livechat software, founded in 2011, valued today at ± 1.85bn
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
Use email and direct messages
to start conversations and build relations
169. B2B SALES
Can you get your ideal customer to talk to you?
User acquisition at this point becomes about getting into conversations
with potential customers — be it in-person, over the phone or via email
and similar (direct messages).
170. For the investor pitch, try to get target B2B customers on a sales call to learn
more about their specific needs and get them to say they’re interested in
your value proposition as soon as you launch in on the market.
This shows validation.
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
B2B Sales — Lead generation
171. BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
B2B Sales — Finding prospects
1. Your already existing network — Comb through your address book and social connections. Anyone in
there worth talking to or who might be able to get you an intro somewhere? Make a post on Facebook/
LinkedIn or send an email to your address book so you don’t have to ask people one by one.
2. Warm intros — Ask your mentors, coworkers, friends, and family for intros to anyone who may be in
the market for your product.
3. Conferences — A big gathering of your target customers you get to talk to in-person, which will always
be more effective than any type of medium you have to use to do so. Try to get your hands on the
guest list beforehand to determine whether the event is worthwhile. This also allows you to reach out
to people you want to meet beforehand. You can even reach out to them without going to the event
4. The internet — Your target customer is somewhere among the 4 billion on the internet. We’ll cover
how to quickly find them in a way that you can reach out to them in later slides.
172. B2B Sales — What to write in emails and DMs
Know who you’re talking to
Always align your pitch and tone to the specific persona you’re
reaching out to. If you’re an online design testing platform, don’t pitch
a designer the same value proposition as you’d pitch a marketer.
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
173. Be contextual, give them a reason to care
You’ll have to convince leads you’re worth paying attention to just about
the first 1-2 lines of your messages.
If you can’t trigger them right then and there, they’ll most probably ignore
you. They’ll be busy and have loads of other people trying to get their
attention. Why should they give you theirs?
B2B Sales — What to write in emails and DMs
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
174. The hook: Give them a reason to care, set the tone, be contextual.
• Remind them where you know each other from (event, school, LinkedIn, intro)
• Describe a relevant bad situation and show or offer help
• Invite them as early users - make them feel ‘special’
• Invite them to an exclusive event you’re organising (or as speaker)
• Invite them an online community like a Facebook Group
Cold Email Playbook by Mailshake
B2B Sales — What to write in emails and DMs
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
175. Make your pitch (2-4 lines)
• After the intro, get to the point. What do you have to offer and why should they care?
• Think back to the idea of header + subhead on your landing page.
• Your users hate video ads. We can solve it, without losing you money.
• Keep it short and simple. You want prospects to read your message before they even
realize they’re reading it. This is impossible with big, chunky paragraphs of text.
• If you feel you can’t make the pitch in such few words, attach a 3-4 slide deck. That way
you leave it up to the prospect to decide whether they need more or not.
Cold Email Playbook by Mailshake
B2B Sales — What to write in emails and DMs
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
176. Make it easy for them to take action
• End your message by asking a specific, easy-to-answer question or propose an action that
is easy to take.
• For example, don’t ask whether they’d be interested in hopping on a call next week. This
means they’ll have to go check their calendar, find a good time, propose that time to you
etc.
• Instead, propose a specific day+time right then and there.
• Even better: provide a calendar booking link so the prospect can pick a time that works for
them in two clicks.
Cold Email Playbook by Mailshake
B2B Sales — What to write in emails and DMs
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
178. B2B Sales — Outreach example
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
179. Cold Email Playbook by Mailshake
B2B Sales — Outreach example
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
180. Hi {{prospect firstname}},
I noticed you guys at {{prospect company}} help brands to generate qualified leads by building tools their
audience can use for free. It’s a great new space, but I know it’s hard for agencies to scale their offering
because development takes up a lot of time.
Because these apps tend to have the same building blocks, we’ve built {{your startup name}} software
that gives you those building blocks so you can develop and deliver much faster. Agencies like {{similar
company to prospect company}} tried our first version and were impressed.
Here’s what their {{decision-maker}} said: {{testimonial}}. I’m confident {{prospect company}} would have
similar results.
Do you have time next week for a chat? You can book a slot with me here.
{{your firstname}} ,
Co-Founder {{your startup name}} {{landing page URL}}
B2B Sales — Outreach example
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
181. No matter how great your email, it won’t get read if you don’t manage to make its
subject line stand out in the prospect’s packed inbox.
Remember you’re a stranger whose name they’ve never seen before.
Aim to entice, create intrigue, spark curiosity. Try triggering a question in their heads so
they’ll need to open the email to answer that question.
At the same time, avoid looking spammy.
For inspiration, check out the resource below.
The 87 Best Email Subject Lines by Sumo
B2B Sales — Outreach example
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
182. After sending your first message, have two follow-ups scheduled.
Data proves your chances of success improve if you follow up at least two times.
You don’t want to be a pest, but the bottom line is persistence wins. And the
marginal cost of each email you send is low.
B2B Sales — Follow up
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
183. But you need to do it right.
Few will respond to your first email. Each follow-up is an opportunity to build
credibility to finally get to a "Fine, I'll respond.”
So don’t waste follow-ups on a limp “bumping this” or “checking in." That’s a
useless nudge. And therefore annoying.
Instead, follow-ups should build atop your original message. For example, provide
video demos visualizing what you originally pitched. Meanwhile, remember the
objective: relate about their world.
B2B Sales — Follow up
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
184. To get to the best possible copy and, even more importantly, subject line,
it’s a good idea track a couple of basic metrics of emails you’re sending out.
• open rate — emails sent / emails opened
• response rate — replies / emails opened
• clickthrough rate — links clicked / emails opened
You can use a tool like Streak to do this. (free to use)
B2B Sales — Metrics
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
185. You can find just about anyone’s professional email from:
• First name
• Last name
• Company domain
Just use one of these these tools (all have free options to use):
B2B Sales — Finding email addresses
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
186. LinkedIn is the world’s biggest B2B database.
You can find prospects by:
• Industry
• Job role
• Geographical location
• Company size
• Specific companies
• Groups around specific topics
• … and more
All you have to do is use Search.
The free version doesn’t have all filters, but enough for you to find relevant decision-makers.
B2B Sales — Finding prospects on LinkedIn
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
187. Next, you can get in touch in the following ways.
1. Connection request with personal message — Be relevant. Don’t pitch your product
right away. Aim to start a conversation instead. Intro messages are limited to 300
characters so you’ll have no choice but to keep it short and sweet.
2. Find email addresses from first and last name — Plug their names and company
domains in an email finder and reach out to them via a cold email.
B2B Sales — Finding prospects on LinkedIn
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
188. Phantombuster is an automation service that can extract (contact) data from
various platforms and sites based on criteria you define. Free to use for 14 days.
B2B Sales — Finding prospects the internet at large
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
189. B2B Sales — Phantombuster: where are your customers
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
190. What to do with the data?
Whatever you can do get them to talk to you.
• If you get an email address, you can send them an… email
• If you get Facebook profiles, you can send a friendship request and start a chat, or
add them to a Facebook group.
• If you get LinkedIn profiles, you can send connection requests + intro message or
find their emails using a tool from name + company
• If you get Product Hunt upvoters, you can contact them on Product Hunt or send
them tweets (PH accounts are linked to Twitter accounts)
• If you get Instagram accounts, you can follow them and send direct messages.
B2B Sales — Finding prospects the internet at large
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
191. … Or you can you analyse the data to get better ideas.
Which influencers are they following on IG? Which Facebook Groups
are they in? What events do they attend? What other products on
Product Hunt do they upvote? What Medium articles do they read?
Remember:
1. Understand their behaviour and mindset.
2. Use that understanding to ideate on tactics to reach them.
B2B Sales — Finding prospects the internet at large
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
192. Your way to getting B2B decision makers to express intent goes
over two stages:
1. Try to get them to admit that they have the problem you solve and
that they think solving the problem is worth paying for.
2. Ask them how they currently address the problem and if they they
think it's a good solution. If they currently don't have any way of
addressing the problem, find out why.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
193. Especially for the first conversations, focus as much as you can on
learning about how your audience thinks and feels about the
problem and their priorities for a solution.
This means asking a lot of questions and listening. Find openings for
making suggestions on how you would solve the problem and subtly
slide them in the conversation.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
194. Keep an open mind and take notes.
You’ll see patterns across multiple calls. Use these to put together a
messaging strategy that helps you make your case more effectively.
Keep track of what prospects mention as important and objections
they make against wanting to solve the problem or your solution in
particular.
You’ll get better at aligning your solution to the needs of prospects
with every call you make.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
195. For each objection, try to formulate a resolution.
Here are a few common objections and ways to address them:
• "It's too expensive” or any money-related argument — To address this,
demonstrate how the money saved or earned from using your product
exceeds its cost.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
196. For each objection, try to formulate a resolution.
• “This isn’t a priority right now" — This is their way of saying they don't see
enough value in your product.
First, ensure they understand its value: Kindly ask how much they know
about your X and Y features and how they'd help improve their product or
company.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
197. For each objection, try to formulate a resolution.
• “We'll probably look at this soon, but the timing is not right" — Ask what
steps they'd need to take to be convinced they should purchase. Then figure
out how you can (realistically) make yourself useful in any of those steps.
For example, can you source data or case studies that will help them make a
decision? Or can you re-pitch the product in a way that better appeals to the
other employees's roles in their company?
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
198. For each objection, try to formulate a resolution.
• “We already have this solution" — Provide examples and list points where
your solution beats the other solution. Highlight the benefit of being a
smaller, more nimble company that can more easily address their needs and
grow the product with them.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
199. For each objection, try to formulate a resolution.
• All objections you don’t really have a good answer to — Write them down
and tell them you'll get back to them ASAP.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
200. Your goal is to get them to declare they have the problem and interest for a
(better) solution.
A letter of intent is not something you’ll get from the very first call. For every
call, try to get something out of it that moves you closer to your goal.
Ask them if you can call them again with an update, ask them to refer you to
someone in the company that is more relevant, ask for intros at other
companies, ask them if you can show them a pitch deck or demo etc.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
201. Essentially, know who you're talking to before picking up the phone.
• Visit LinkedIn — Review the LinkedIn profiles of everyone you're talking to.
Understand their responsibilities at the company. Then confirm these responsibilities
at the top of the call. Clarify which of your product's value props are most relevant to
them.
• Visit their site — Look at the entirety of their site to see how they position themselves.
Then see how the marketplace talks about them: Google for recent press. If you can
find negative criticism, consider proactively pitching how your product can resolve that
criticism.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
202. B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
Don't find customers for your product. Find products
for your customers.
SETH GODIN
203. Before you pick up the phone, psych yourself into sales mode.
As a salesperson, you're an actor. Whether you want to be or not.
It doesn't matter if you're having the worst day of your life — your job is to bring it.
On a call, your voice and choice of words are all other people have to assess you by. So smile
when talking. People can hear it through your voice.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
204. Now you have context to call. But what precisely do you say on the call?
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
205. Hey, good afternoon!
As a recap, [our product] is for [problem you solve]. How about you guys tell me how you
currently solve [the problem] so I can avoid repeating things you already know. Can you tell
me a bit about your process?
[They respond.]
Great, and where does solving this problem fit into your business priorities?
Consider the template conversation below. Pay attention to the bolded sections as they
indicate the key points you should hit:
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
206. [If you’re selling a software product]
Use software like Zoom (Skype works too) to demo your product via a screen share.
I'm going to cover [the following benefits] via screenshare. That's what you guys would like
to cover, is that right? (If not, revise your demo on the spot.)
Here's the big picture of how being a user of our product makes your life a lot easier: [big
picture walkthrough].
Let's narrow into a few of the most valuable benefits of the product: [screenshare the
relevant benefits].
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
207. [If you’re selling a software product]
Use software like Zoom (Skype works too) to demo your product via a screen share.
What else would you guys like me to show you? And what concerns do you have about
whether we'd be a good fit for you?
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
208. After your demo, if they have neither objections nor feedback, it's usually not because you
did a great job. Rather, they likely weren't invested in your presentation.
Interested leads almost always ask questions.
To break the silence and engage them, ask which of the tasks your product helps with
they're already addressing through other solutions. Then ask if they're currently suffering
from inefficiencies, complexities, or obstacles with those other solutions.
If yes, ask for an example then explain how your product better tackles the problem.
B2B Sales — Calling leads
BE A HUMAN BEING AND TALK TO YOUR CUSTOMERS
210. WHAT ARE SUCCESSFUL COMPETITORS DOING?
Similarweb
Similarweb is a free-to-use Chrome extension that
reveals marketing analytics for websites you’re visiting.
212. Doing > (over)thinking
Don’t break your head over how to communicate in Facebook Groups before you’ve validated there’s
actually relevant Facebook Groups to communicate in.
Don’t break your head over whether you should start answering Quora questions before you’ve validated
there’s Quora questions to answer.
Don’t break your head over how to acquire users from Instagram accounts before you’ve validated that
that is indeed the best place to start (Facebook Groups? YouTube channels? Snapchat? Is your audience
B2B?)
213. Doing > (over)thinking
You’ll get a lot better ideas by starting to browse around, writing some messages and
talking to some potential customers than you’ll get from studying this deck start to end.
Or hypothesising with your team for hours about what would and what wouldn’t work.
The only way to know if something works, is to try and see.
If it does, go all-in. If it doesn’t, understand why and turn the why into a new tactic.