PRESENTS
ACQUIRE
CUSTOMERS

1 MAKE IT ABOUT THEM,
NOT YOU It’s all about framing. Nobody cares about your business. They care about what your b u s ine ss c an d o for th em. They want to be persuaded that you and your product are a right fit for the m. Yo u c a n t a l k a b o u t y o u r s e l f , b u t s h o w c a s e w h y you ar e so m eo n e they should give their business to.

EVIDENCE POSITIVE FRAMING AFFECTS CONSUMER
DECISIONS! When psychologists Tversky & Kahneman used positive framing in 1981 to tweak Option (A) in a questionnaire, the percentage of people who chose that option jumped from 22% to 72% Before After Source: A B A B http://en.wikipedia.org/wiki/Framing_effect_(psychology)

EXAMPLE CCOPPYYBBLLOGGEERR If they built
their company with it, they must be really good at it. And they must be able to help you build yours.

2 MAKE YOUR HEADLINE YOUR
VALUE PROPOSITION Start Strong. Skip "About", "About Us", "Who We Are", etc. They know what they clicked on, so don't state the obvious. Make your case instead.

SUCH SCIENCE T GRAB THHEEIIRR
AATTTTEENNTTIIONN -- AANNDD QUUIICCKK!! Our attention span is slipping fast! 12s 8s 9s Humans, 2000 Humans, 2013 Goldfish 17% of webpages are skipped within 4 seconds: Source: 4s SKIP http://www.statisticbrain.com/attention-span-statistics/

COOL PEOPLE HELP SCOUT We
all want to do business with people who believe what we believe. What do you believe? State it proudly.

3 TELLLL A STORY People
remember stories. Stories grip people in ways that facts alone cannot. Study yourself, your team, your product and your existing customers and figure out your story. Then tell it, tell it as best as you can.

MUCH RESEARCH SSTTORY SSELLLLSS BETTTTER
TTHAN SSTTATTSS Donations $2.83 $1.17 Stats Story Researchers found in 2007 that participants were willing to donate up to 2.4x more when presented with a story, as opposed to statistics Source: http://opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdf

VERY STORYTELLING MAIILCHIIMP MailChimp isn't
just about email marketing- it's about creating value in its hometown of Atlanta, rewarding creativity and an obsession with delighting customers.

4 SHUTTLE PEOPLE TO THE
NEXT STEP NE X T ST OP: KAT HAUS! Tell us what to do. So, you've convinced your visitors that you're worth doing business with. What next? Take them by the hand and boldly lead them to the precise action you want them to take.

VERY STATS IINCREEASSEE ““MY”” CONVEERSSIIONSS
Conversions Start Your Trial 1.9x Start My Trial 1x Unbounce.com nearly doubled conversions after changing their call to action from “Start Your Trial” to “Start My Trial” Source: http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/

SUCH CALL-TO-ACTION LLESSSS FFIILLMSS Powerful
Call-To-Action + High Contrast = Knockout Conversion Rate!

5 AVOID OVERSTUFFING Keep things
succinct. TOO.. MUCH... You've put a lot of work into your business, and there's a lot of great things you'd love your potential customers to know about you. But you can't hit them with everything all at once. They'll respond to the information overload by leaving the page.

SO EXPERIMENT DON’’T OVERLLOAD VIISSIITORSS!!
A 2001 study discovered that humans can only process 4 chunks of information with their short term memory Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286

MUCH ZEST TIINY BLLUE ORANGE
Short. Punchy. Visual.

6 TEST,, TEST,, TEST!! You
don't learn if you don't test. Remember that every landing page, website and business is different. What works for one marketer may not work for another. Do your research, then test, test and test again.

MUCH TEST MIINOR CHANGES MATTER
TOO!! Conversions 1x 1.3x Normal “It’s Free!” Merely adding the words “It’s Free” beside a call to action increased its conversion rate by 28%! Source: https://vwo.com/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/

VERY CONVERSION GROOVE HQ Testing
can literally double your business.

A great about page helps
you acquire more customers. Visit Visit ReeffeerrrraallCaanndyy..ccom to learn how you can use your existing customers to do the same! CRAFTE D BY Source: http://unbounce.com/landing-page-copywriting/how-to-use-your-about-page-to-acquire-customers/