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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/

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6 Tips to Acquire Customers with Your About Page

  • 2. 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.
  • 3. 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)
  • 4. 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.
  • 5. 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.
  • 6. 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/
  • 7. COOL PEOPLE HELP SCOUT We all want to do business with people who believe what we believe. What do you believe? State it proudly.
  • 8. 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.
  • 9. 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
  • 10. 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.
  • 11. 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.
  • 12. 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/
  • 13. SUCH CALL-TO-ACTION LLESSSS FFIILLMSS Powerful Call-To-Action + High Contrast = Knockout Conversion Rate!
  • 14. 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.
  • 15. 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
  • 16. MUCH ZEST TIINY BLLUE ORANGE Short. Punchy. Visual.
  • 17. 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.
  • 18. 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/
  • 19. VERY CONVERSION GROOVE HQ Testing can literally double your business.
  • 20. 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/