Multiple people have told to me they now go to the pricing page *first* because it shows them exactly what the product does, and what it’s features are. https://twitter.com/trevmckendrick/status/1276743427472814080?s=21 …https://twitter.com/TrevMcKendrick/status/1276743427472814080 …
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So much marketing and sales advice relies on theories about how people come to a buying decision. We need to constantly question these assumptions. Most are tropes that are constantly repeated, but don’t have meaningful numbers behind them.
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I wonder how much influence copywriting actually has on someone's intent to buy *in the moment*. How many people land on a website for the first time, read the copy, and then click "buy?"
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W odpowiedzi do @mijustin
Very few, which is exactly the point. People need to be exposed to your product/copy several times and understand not just the features but also how they fit improve their lives and help them “get the job done”. There’s an emotional & psychological dimension to a purchase too
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W odpowiedzi do @manuel_frigerio
Yes, but you’ve just revealed how awareness is truly built: in community, conversations, blog posts, tutorials, ads, etc. I don’t think it happens on a homepage that often. My whole thread is about the marketing site, and specifically, the homepage.
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W odpowiedzi do @mijustin @manuel_frigerio
IMO what Justin doesn't get is that the homepage/marketing page isn't about *building* awareness. It's about giving people the motivation (and easy opportunity) to visit the *appropriate resource* for their awareness level. Simplified, there are 3 kinds of people on your site...pic.twitter.com/B3z29Jm0SV
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Ten tweet jest niedostępny.
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W odpowiedzi do @mijustin @manuel_frigerio
I'm assuming you know what you're talking about until you prove otherwise :) People *absolutely* don't stumble on corp sites and then browse for fun. That's kinda my whole point. Happy to tap out if the criticism bugs you though. It's meant to be constructive not personal.
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W odpowiedzi do @louisnicholls_ @manuel_frigerio
I’ve answered thousands of support tickets, chats, calls from potential customers across 3 different SaaS products. 90% of what people want clarity on is: - what features we have - how our features work Most visitors don’t need to be convinced they need (product category).
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W odpowiedzi do @mijustin @louisnicholls_
I'm curious: name one company that has a feature-based copy homepage. I checked Slack, Intercom, Mailchimp; companies that are very big and people who land on their website are very unlikely to be "low-awareness". Still, they ALL benefit-copy homepages.
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Justin Jackson podał/a dalej Clint Watson
Yes! Those companies are using this new benefit-driven approach (I think to their detriment). Maybe to appeal to large enterprise customers? https://twitter.com/clintavo/status/1276864953002196992?s=21 …https://twitter.com/clintavo/status/1276864953002196992 …
Justin Jackson dodał/a,
Wydaje się, że ładowanie zajmuje dużo czasu.
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