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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In most cases, the 'ideal' function of your homepage is to handle all 3 of these visitors. The first 2 are already high motivation. So they're willing to skip over the benefits-talk (that they already know) and click on "pricing"/"features" etc. Like onhttp://HEY.com
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W odpowiedzi do @louisnicholls_ @manuel_frigerio
Hey is a bad example. Basecamp can get away with long-form manifestos here at launch because of their big audience, and built-up goodwill. They’re making a splash. But once their personal reach runs out, they’ll likely return to traditional form.pic.twitter.com/cA5XXE6qNA
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W odpowiedzi do @mijustin @louisnicholls_
it's interesting you use this example because that homepage actually uses benefit-copy all over :) They even have a section literally called "Benefits"
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W odpowiedzi do @manuel_frigerio @louisnicholls_
I didn’t say you shouldn’t talk about benefits! What I’m railing against is the idea of writing long, benefit-driven copy, as opposed to specifically telling me what your app does.
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W odpowiedzi do @mijustin @louisnicholls_
ok, that's not what I thought you said :) Of course you should tell what your app does. If people still don't understand what your app does after reading your page, that's just bad copy. But you don't *need* to talk about features to tell people what your app does.
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W odpowiedzi do @manuel_frigerio @louisnicholls_
Go back and read my whole thread. I never said: “don’t talk about benefits.”
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W odpowiedzi do @mijustin @louisnicholls_
no you didn't, but I think you should still *lead* wirth benefits. As always the devil is in the details: you don't want a page that is only benefits where people don't understand what the hell you're selling. At the same time, you also don't want a page that is only features.
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Ok. I’m happy to jump on a call to hash this out if you two want. We could record it for a podcast. Sometime next week?
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