You've just moved, and you've decided to get rid of your old Poäng chair from IKEA (yes, I know you've had one at some point) and upgrade.

You could sell it on Marketplace, but... people are so flaky it'll take days/weeks. And you'd feel bad if you just threw it out.

Then you discover that IKEA has a sell-back program, letting you get rid of it when you're grabbing a new chair at IKEA anyway.  

Score. And they'll fix it up and sell it again.

Not only does this increase the chance you get your new chair from IKEA, but it can actually increase the amount you're willing to spend on IKEA furniture by a whopping 12.2%.‍

(Note: Apple also does this with their Apple Trade-In and either re-sell the device or recycle the materials to use in new devices. And note, they charge a lot of money.)‍

This can also apply to a simple "take-back" program where they sustainably dispose of your old mattress or electronics instead of repurchasing from you (for example). 

According to Ariyh, researchers found that:

• "People were willing to pay:
  
• 39.1% more for a pen with a take-back program (versus a regular pen)
• 12.2% more for an IKEA circular program armchair (versus a regular armchair)
• 9.2% more for a backpack, but only when buying it for themselves, not others
• 65.3% of people chose a more expensive shirt ($10.15 VS  $11.90) with a take-back program, compared to a regular shirt.
• Return programs increased brand loyalty by 19.4% for a clothing brand and 13.3% for IKEA."

Takeaway: If you sell a physical product, consider offering a take-back or buy-back program. It can increase loyalty and the perceived value of your products.

A Canadian mobile app called Shakepay has one of the best gamified incentives to get people to open the app every day and brag about it to their friends.

For context: they're a simple app to buy/sell/send/spend bitcoin (BTC) and ethereum.

How it works 

Every day you open the app and shake your phone they give you a fraction of bitcoin (previously 0.00000001 BTC or 100 satoshi or sats).

Every day you keep the streak going, the amount goes up. Day 2 was 200. Day 3 was 300. As it goes up, it tapers the daily increase (ex: 50 per day). And as bitcoin has gotten more expensive, they've decreased the reward:

Note: They even gamify setting up direct deposit with your pay check (they have a debit card too) by offering a chance at a $1,000 bonus.

It starts off at a few cents (21 sats is literally $0.01), but if you kept it up you're basically getting $1-3 every day. And if you know anything about how bitcoiners think:  

"$1 today is $1,000,000 in a few years. Guaranteed. Sell the house

An army was created

A horde of people religiously set reminders and calendar events to open the app and shake their phones every single day (great mental image). 

When you open up an app every day you're likely use it for what it's intended, causing you to spend more and retain longer.

And you're gonna brag to your friends about getting "free money." So Shakepay incentivized that by also offering a $30 referral bonus (during the bull market—it's now $5 😅).

‍Takeaway: If you have an app that benefits from frequent usage, get creative:

1. Get people to come back daily.
2. Then incentivize them to talk about it.

Our friends at Contact Studios grew Shopify's "Learn with Shopify" YouTube channel to 230k subscribers in 18 months (now at 435k with 411 videos). 

They did this by taking advantage of SEO content. 

We're not talking YouTube Search. We're not talking Google Search going directly to a video.  

We're talking regular ol' Google search to a website.

They did a combination of two things:

1. Create videos for already ranking content

For anything Shopify had previously written that was ranking well in Google Search, they created a video version and embedded it into the page.  

2. Create videos and articles targeting specific keywords/topics

For anything Shopify didn't already have written, they identified topics with decent search volume and attainable difficulty (which for them is nearly everything).  

They then created a written article and a video to go along with it.

Why this works

• A percentage of visitors will watch the video.
• Some will watch another video.
• Some will hit the subscribe button in the watermark or the video page.
• Enriching the article with video likely improved the page's SEO performance.

For context: The topic of "what is dropshipping" has a traffic potential of 70,000 visitors per month (which Shopify is the top result for and has a corresponding video with 677k views). 

And that's just one of their keywords/topics. 

This strategy helped scale their YouTube channel to 435k subs and over 22M views. Obviously, it was way more effective due to their notoriety and 763M backlinks, but it's a strategy that can be used on a smaller scale as well.

Imagine you're like nearly every tech person and you listen to Andrew Huberman.

Naturally, you become convinced to buy Athletic Greens. You sign up for their monthly subscription for 1 arm and 1 leg per month (plus tax and shipping). 

But you're not as disciplined as Huberman and you end up forgetting to take it around 10 days per month.

After 3 months there's a whole unopened bag in your cupboard. 

After a year you have 4 unopened bags of AG1 🤬.

Overwhelmed and running out of cupboard space you cancel your subscription. 

There's a 99% chance you never subscribe again. Instead, you buy a different greens powder from Costco (after you it takes 6 months to get through your supply of AG1), or never buy it again.

The worst part is that subscribers for DTC products spend 3x more on average. 

So, do whatever you can to keep them.

Do that by offering flexibility. Let subscribers:

• Pause at any time.
• Configure how often they get it. A 30 day supply may take them 45-60 days.
• Change the cadence after they subscribe.

You can use something like Rodeo to email/text to check on their supply before sending.

If you overwhelm someone you may lose them forever.

The typical SaaS playbooks:

1. Pay me or else. You can't use it without paying.
2. Free trial. Sign up now and get X days for free, then switch to "pay me or else." 7-day free trial found to have the highest conversion.
3. Freemium. The same as #1 or #2 with a free tier involved as the initial entry point. People need to upgrade to unlock more features or usage limits, and that upgraded plan is either fully gate-keeped or has a free trial.

And then there's the lesser known: Reverse Trial. 

That's where your initial entry into the app is with a free trial of the premium tier. After it ends, you get downgraded to the free tier.

You start out with all the abilities of a premium user, but you have it taken away. You've tasted the good life. And thanks to Loss Aversion, you don't want to lose it.

Here's Elena illustration of these concepts:

According to Elena she's seen reverse trials lift freemium conversion rates by 10%~40%.

And lastly, she suggests offering free trial resets every so often (time based or engagement based). Just because it didn't work last time doesn't mean it won't work again after they've had more time on the freemium tier.

Content creators (of all sizes) get stuck into two ruts:

1. Top of Funnel only. They're continuously pumping out broadly appealing content with little substance. TOFU prioritizes new audience and shallowness of content. (Think AI creators sharing their 100th "Top 10 free AI tools that murder ChatGPT."
   
   
2. Bottom of Funnel only. They're always in the weeds of their core topic and offering, like SEO or fundraising. BOFU prioritizes current audience and depth of content.

The problem with #1 is that it erodes trust, turns people off after a while, and doesn't convince anyone to buy from you. It's hard to resist the dopamine rush of 10,000 likes.

The problem with #2 is that you're not discovered by new people. And you might be too in the weeds for potential buyers (founders), and instead you attract your peers (SEOs).

TOFU and BOFU

Content marketers created the concept of TOFU content (#1) and BOFU content (#2), and suggest mixing and matching the two in your content calendar.

But YouTube strategist Paddy Galloway (he's worked with the likes of MrBeast), says the true sweet spot is doing both at once in the same piece of content:

Find a concept your core audience loves, then wrap it into a big idea.

Couple examples from recent students:

1. Ed Cravo helps companies create in-house dev teams based in Brazil. BOFU is detailed hiring practices. A big idea to embed into is "equal pay for equal work."
   
   
2. Nikolas Konstantin is a leadership coach + meditation teacher with a focus on self-awareness. BOFU is mindfulness. A big idea to embed it into is "work-life balance."

Leverage the popularity of big ideas and trends. Use it as the lens to share your core message. This is hard to get right. But if you can, you get the best of both worlds.

I'll repeat: Don't be the best, be the only.

Otherwise, it'll be a bloody battle.

If you doexactly what other's are doing, it'll be a hard fight and margins will evaporate, particularly if they're wealthier and more connected than you are. 

You need to focus on having a unique offering. (2 weeks ago, I talked about one of the ways to do that with Contrarian Value.)

But once you have a strategy in mind, how can you tell if it's any good?

In No Bullsh*t Strategy, Alex details a few ways. Let's focus on two:

#1. Remove all subjective language.

A strategy should be completely objective:

• Not a strategy: "The world's best tasting yogurt"
• Strategy: "Replicate ice cream flavors in yogurt"

The first is all subjective and provides no clarity. What flavors do we make? How do we know it's the best? Who judges that? Why would someone choose us?

The second is a legitimate strategy that provides clarity of action and differentiates you from all your competitors who focus on fruit flavors like strawberry and blueberry.

#2. The Opposite's Game

Would the opposite of this strategy also make logical sense?

• If yes. Then it's probably a decent strategy.
• If no. Probably not. You're probably focused on being "better."

 The purpose of a strategy is to have a strong alternative to other offers on the market.

• “Low-cost option” vs “premium” ✅
• "Portable" vs "stationary" ✅
• “Win the most cases” vs “lose the most” ❌
• “Punctual” vs “most late” ❌

As Alex says: "Anything that everyone would want to do is not a good strategy." 

And once again: "Don't be the best, be the only."

2023 has been a hard year for fundraising.  

Investors (and employees) look for proof that your company is likely to succeed and, thus, is worth investing time or money into.

NfX calls this the Ladder of Proof. The higher up the ladder, the more attractive you are to an investor. And the red rungs are more critical than the others.

Go through this from bottom to the top. Be brutally honest with yourself:

• What can you check off?
• What are you missing?

Work your way up the ladder.

Last week, we had our kookiest sponsorship:

1. I loved it. It was creative, funny, and I figured it would probably work.
2. I hated it. I was afraid people might think I made a mistake 😅.

I decided to add the small PS and to run with it. I'm glad I did:

It's really scary to experiment.

We don't want to: waste money, look dumb, or fail. 99% of the time, we take the safe, logical option. 

As Rory Sutherland says: "You'll never be fired for being logical," but, "the fatal issue is that logic always gets you to exactly the same place as your competitors."

So be like Nate, be illogical.

If you confuse, you lose.

It's honestly horrifying how many home pages, landing pages, and product pages use confusing aspirational language that don't tell you what they sell or why you should care.‍

Here are some example rewrites:

The right one is better because:

1. It no longer sounds like corporate speak (all-in-one? visual communication solution?)
2. It describes the specific benefit of the product clearly.

The right one is better because:

• It no longer uses vague phrasing.
• It describes the specific benefit of your product.

The right one is better because:

• It doesn't talk in self-congratulatory terms. It talks in terms of benefits to the visitor.
• It clarifies the specific outcome of using the product.

Two videos (and their responses) went viral on TikTok lately that led to crazy brand exposure. Then their stories went viral on X/Twitter:

1. Car fire Stanley mug. A woman recorded a video of her completely destroyed car, but her Stanley mug was basically untouched. Within 24 hours, the founder of Stanley recorded a 30-second selfie video in response. This video got 38M views.
2. Amanda's tweet got 30M impressions as well.
3. North Face helicopter delivery. Another woman on a hike in New Zealand complained about her "waterproof" North Face jacket and got 11M views. 5 days later, North Face posted a video of flying a helicopter to her on the mountain to deliver a new jacket. North Face got around 4M views for this video.
4. Amanda's tweet got 19M impressions.

In both situations, the companies acted fast:

• Stanley did an off the cuff response to an amplify a positive mention.
• North Face did costly and staged response to make up for a negative mention. 

And Amanda, got nearly 50M impressions on her posts. Her tweet promoting her newsletter got nearly 700k impressions on the Stanley tweet.

Act fast, as either the brand, or the "reporter." Waiting two weeks, two months, or two years will hit way less hard than 2 hours.

Take a look at Apple’s site in 1997 compared to 2023:

They're not the only ones. Nearly every brand made this shift from busy to simple.

Simplicity beats complexity—that’s the idea behind processing fluency.

In short: we prefer things that are easy to read and understand (“fluent information”). Understanding something effortlessly helps us act quickly and confidently.

On the flip side, if you confuse, you lose.

If something is hard to understand, you're less likely to complete a task or make a decision. It takes extra brain power.

And when you're confused you feel like you need to examine something closely. Making it more likely you second guess yourself and not buy that weird product you saw on TikTok.

You may even value confusing products less.

How to apply this:

Make things as simple and clear as possible—particularly for conversion events (purchase, sign up, book a call).

• Keep navbars small (less than 7 links). If more, use dropdowns.
• Keep your writing at an 8th-grade level (reading level of the average American).
• Hold off on displaying popups until they're engaged. Wait a few minutes. 
• Reduce the number of fields in your checkout form. Use a single “Full Name” field. Don't ask for company name, website, phone number, job title etc etc. And use city and state auto-detection based on zip code.
  
• Get users to create an account after purchase, not before. Don't get in their way.

For conversion: clarity > cleverness.

MrBeast gets ~100,000,000 views per YouTube video. He doesn't make a video unless he can think of the perfect thumbnail and title for it.

A thumbnail really can make or break a video. 

The same concepts for a "hooky" thumbnail apply to ad creatives, social posts, and blog article thumbnails. Basically anything visual meant to hook people's attention. 

Here are ways top creators do that:

Big Numbers

Big numbers are unnatural. Unnatural events trigger curiosity. Particularly when it’s money.

Don’t make it too round, or it’ll feel fake. Write out the whole number to make it bigger.

Reactions

Dramatic faces attract attention. People click because they want to see what provoked it.

Your reactions need to seem genuine. Use a still from your footage, not a posed shot.

Ask a question

Asking a question in your thumbnail opens a loop that can only be closed by watching.

Use the video title to tease the answer you pose in your thumbnail.

For 9 more to hook with a thumbnail, dive into this carousel.

Don't be the best, be the only.

If you compete with all your competitors directly, you're playing on hard mode. You and your competitors will battle over the same features, and ultimately, price.

You need to find fresh market space.

To do that, you need to either normalize the weird, or weird the normal:

Normalize the weird

Juice shots, bone broth, staying in stranger's homes, and riding in stranger's cars—all pretty weird ideas when they first came out.

Now these are massive categories. 

Here's what you need to normalize the weird:

• Make the weird thing safe and familiar: "Your stay in Airbnb is 100% insured."
  
• Push into an existing category that people understand. Pick the right one:
• Juice shots' category shouldn't be “juice” as they'd be massively overpriced. But, as a supplement, they're a fresh alternative.

Weird the normal

If you sell a normal thing, tweak it a bit to make it weird:

• Put your water in a can and give it death metal vibes (Liquid Death).
• Put a giant cooling system on your mattress (EightSleep).
• Put your chips in a tube (Pringles).

All boring and mundane things twisted in some sort of way to make them more interesting.

Normalizing the weird is harder and riskier, but if you can do it right, it can really hit.

In short: You gotta be weird. You chose whether you make it more or less weird.

What works for others is more likely to work for you. So it's time to audit your competitors.

The goal is not to steal directly from your competitor's, it's to learn from their success.

And I don't mean your direct competitors. As I said above, you don't want to risk looking too similar to them. Instead, you want to look at other companies that:

1. Target the same audience. Affluent parents. 20-year-old college guys. Hard-core programmers. You have to sell to each of them in completely different ways.
2. Monetize in a similar way. Freemium SaaS, a high-ticket services, and physical. You have to sell each of them in completely differently ways.

They do not need to sell the same thing as you. Instead, you want to see how they're capturing and converting the attention of your audience.

Go to Crunchbase and find companies that fit this bill—preferably ones that are larger and older than your startup as they're hopefully more sophisticated.

Next audit their:

1. Ads
2. Onboarding
3. A/B Tests
4. Content
5. Tech stack
6. Their social media

Read our Growth Guide for a step-by-step instruction on how to do the audit.

Why is all this competitive analysis work worth it? Four reasons:

1. You learn how your audience's attention is already captured and converted.
2. You learn common growth patterns and adopt them as your starting point.
3. You find great ideas you’ve overlooked.
4. You learn what the norms are, particularly for competitors’ ads and landing pages, so you can break them to stand out from everyone else—to rise above the noise.

That last point is key. I'll repeat it a lot.

If there's a form on the Internet, it will be filled out by a bot.

Guaranteed.

And emailing these can hurt the deliverability of all your emails long term.

Double opt-in helps ensure a human clicked it, and hopefully a human who wants it.

BUT not everyone who actually wants the emails will read the confirmation email and click it. Even in the best of cases we're talking ~70% of people. Even if say 10% are spam, then that means 20% of people who want your emails won't get them.

Here's what we do:

• We use an email validation tool (Kickbox) to check if each email is deliverable, low quality, spam, invalid, and more. We only subscribe if marked "deliverable."
• We have an automated "win back" email sequence to people who haven't opened emails recently. If they don't open/click, they're removed.
• If a handful of emails bounce in a row, removed.
• We periodically go through and remove low-quality looking, or clearly test emails.
• We're also quick to remove if yahoo, hotmail, or aol.
• We make it easy to unsubscribe in every email so if someone got it and they don't want it, they can remove themselves.
• We let people configure which emails they receive from us.

We've run this newsletter for nearly 4 years, and our open rates are consistently 40-45%—which is considered very healthy.

It could be even higher with double opt-in, but we're willing to risk it for the biscuit with the strategy above.

In the book Alchemy, Rory Sutherland talked about how one might compete against Coke. You might logically try to compete by doing:

• Larger can
• Lower cost
• Better taste

And you’d be laughed out of the room if you suggested:

• Smaller can
• More expensive
• Tastes awful

But that’s exactly what Red Bull did.

They created a new category that was completely unique at the time: energy drink.

Red Bull’s small size, increased cost, and weird taste were critical to its success:

1. For you to believe its potency you have to put it in a small can so people think that it’s so potent that it’s unsafe to drink a normal-sized can.
2. For you to value it, the "potent ingredients" must make it cost more than a soft drink.
3. And for you to believe it has those potent ingredients, it should have a weird medicinal taste (like Buckley’s “It tastes awful, but it works.”)

As Alex M H Smith says in his book, No Bullsh*t Strategy, the best way to compete is with "Contrarian Value"—find what all your competitors are fighting over and purposefully underperform on it so you can overperform in other ways.

Xbox and Playstation are in a brutal battle to be the fastest console.

To compete, Nintendo created the underpowered Switch allowing it to be played both at home and on the go. And it's now the 3rd most sold console in history.

When all the other soft drinks are battling over taste. Red Bull made theirs taste awful.

Ask yourself:

• What are your competitors battling over?
• What do you already suck at?
• What would happen if you sucked at it even more?

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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