Growth Newsletter #146

To grow you need a website that converts visitors into purchasers:

Purchase Rate = Desire - (Labor + Confusion) 

To increase the purchase rate, increase the visitor's desire to purchase while decreasing their labor (effort) and confusion:

1. Increase desire — Entice visitors with how much value you provide. Create intrigue.
   
2. Decrease labor — Reduce the work your visitors have to perform so they don't get tired or annoyed. Be concise and ensure every word and element is of value.
   
3. Decrease confusion — Don't confuse visitors with obscure or verbose messaging. Ensure every sentence can be easily understood. And make it self-evident which action they should take next (e.g. sign up or purchase). And ensure your action elements (e.g. buttons) are unmissable.

This means don't get overly fancy with your pages.

It's not an art piece.
It's not a statement.
It's a tool to convert attention into intention into action. 

A lot can be accomplished with this simple, tried-and-true page structure:

By "Features" I don't mean just saying "easy-to-use!"

Instead translate features into the value they'll get from using it. And proactively handle any objections they might have. 

For a detailed breakdown of how to create each of these sections, read out Landing Pages section of our comprehensive Growth Guide.

Taplio scaled to $1M in ARR in 9 months. They then got acquired by Lemlist.

They did it with a small team and no sales people.

Perfect Keto, a former client of ours, grew to 8-figures in revenue in under 2 years with a team of less than 10 people.

A big driver for both were free tools: 

Taplio

Taplio launched 12 free tools that drove a ton of growth.

For example, when carousels were becoming popular on LinkedIn, people were manually repurposing screenshots of tweets. So they created a free Tweet -> Carousel generator. 

On that page they pitched to product, then added a watermark that'd only be hidden if you become a paid member of Taplio

Pefect Keto

Perfect Keto sells supplements for people on the keto diet. They started producing a ton of SEO-content about keto diets right as the trend of keto diets was on the up.

One of the biggest drivers of traffic, sales, subscribers, and domain authority (at least at the time) was a free ketogenic diet calculator.

Create your own

To take advantage on this strategy, the sweet spot is:

• It's related to what you sell
• Would-be or current customers would need to do it. Bonus if it's frequently.
• A lot of people are searching for it (do keyword research)
• It's trending upwards (keto diets in 2017 or linkedin carousels in 2022)

Product-Market Fit is a tiny piece of the puzzle.

Yet it's what every startup is chasing. 

Of course, creating a product that solves a painful and unsolved problem is critical. But it's way more complicated than that.

We like to use the 5 Fits Framework (adapted from Brian Balfour's Four Fits):

1. Product – WHAT you sell. What problem does it solve? How unique is that? And, how well does it solve it?
2. Market – WHO you're selling to. Do they have that problem? How painful is it?
3. Model – HOW you charge (monthly, one-time, per unit), and how MUCH you charge.
4. Channel – WHERE you're marketing and selling it.
5. Brand – The perception, identity, and reputation of the company/people selling it.

All five of these need to be in sync for a company to take off. Examples:

• A Rolex-equivalent watch wouldn't work if sold by My Little Pony.
• You couldn't sell a kids toy for a $10,000 monthly subscription.
• You'd go bust if you paid for LinkedIn Ads to sell Fidget Spinners.

A great product that solves your painful problem just doesn't work if:

1. It's sold by a brand that you don't trust to make it.
2. It costs either way too much or way too little.
3. If it's marketed or sold where you aren't spending time.
4. And various other permutations of how these fit together.

So as you're building a great product, consider how it all fits together. 

Wanna go deeper?

If you wanna go deeper into Five Fits, growth strategy, brand strategy, onboarding, landing pages, as well as setting up marketing channels like ads, cold emails, and SEO—we're offering $300 off our Growth Program in our Black Friday/Cyber Monday promo. 

It's for early-stage founders that need to get their startup ready to go grow. We'll teach you the 80/20's of growth for your startup. And show you step-by-step how to do it.

Grab your $300 off →

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