The Growth Newsletter #159

Amazon mobile teardown. Personal researcher. Objection handling.  ‌ ‌ ‌ [Demand Curve]( [Read on demandcurve.com]( The Growth Newsletter #159 Amazon mobile teardown. Personal researcher. Objection handling. Happy pre-Valentine’s Day y’all! I hope you've enjoyed a week of Apple Vision Pro and Taylor Swift memes. Now back to growing startups ;0  Topics for the day: Amazon mobile teardown. Personal researcher. Objection handling.  Let's dive in 💮 – Neal Thanks to our sponsors for keeping this newsletter free for all of you! Check them out :) Bought to you by [Insense](— influencer marketing software with a human touch.  On top of an easy-to-use platform, their dedicated platform managers can handle your influencer and UGC operations; saving you an average of 40+ hours per month.  [Book a free strategy call]( and get $200 for your first campaign until Feb 29.  Brought to you by [Coefficient.io](.  Have reporting nightmares?  Sync data from your CRM, ads platforms, GA4, GSC, and more into Google Sheets or Excel and have it refresh automatically.  [Get started free](. Want to be featured in front of 92,427 founders and marketers? [Learn more here](–booking for Mar 25th.   Why most ad agencies are bad for startups  How agencies normally work - High fees and complex pricing hidden behind a lengthy sales process - Long, binding contracts - Weeks (if not months) of drawn-out onboarding - Limited to the few channels their agency specializes in - Lure you in with charismatic senior talent only to hand you off to a junior team - Tons of meetings with fancy presentations to keep the retainer going  What startups need: - Transparent, affordable pricing - Flexible month-to-month contracts - Fast execution and testing - Ability to runs ads on any ad channel - Full stack ads team (strategy, ads, creative, reporting) - A partner that works how they do (mainly async with no "meeting bloat")  That's why we're creating [the most startup-friendly ad agency](.  Agencies also typically get worse as they scale. They bring on more junior talent, bureaucratic process, and charge more for less.  Which is why we're capping at 20 clients. We only have 4 spots left until we're no longer taking on new clients.  [Learn more and apply here]( 1. Teardown of Amazon's mobile product page Insight from us.  $1,400,000,000 is spent on Amazon every day. They're one of the most heavily tested and optimized product page and checkout experiences. First, let's analyze the smart stuff they do on a product page mobile view: Quite a lot. And this doesn't even include one-tap checkout.  Here's an overview of the lesser-known things on there: - Social proof: We value what others value. High, plentiful reviews. Amazon Choice. And 2k+ monthly purchases signal it's a desired, de-risked item. - Small price in red: A price in a small font is interpreted as cheaper than a large font (the [Numerical Stroop Effect](). Red is also [interpreted as cheaper](, particularly by men. - Requires effort: A small amount of effort towards something increases the likelihood of completion. Requiring a simple tap for the 20% off coupon likely increases conversion rates. - Fitt's Law: In the image below, you'll see Amazon used to have the Sub/One-time toggle on the left-hand side. [Fitt's Law]( dictates that large and close objects are interacted with more often. As most people are right-handed, putting important tappable elements on a mobile screen's right and bottom edges is key. - Note, for that reason, they may keep the Heart button on the left-hand side to discourage its use. They want people to buy now, not add it to their wishlist. But it's always nice to have the fallback action available. 2. Personalize cold emails and pitches with AI research Insight from us, using [Arc Search](. - The best way to do outreach is to know the person personally. You know them and they know you. - The second best way is to know a lot about the person already. You can reference small details or commonalities. - The third best way is to do a lot of research into the person to find commonalities. - The fourth best is weak personalization from easy-to-grab details from Clearbit. The way most do it? They buy a list and blast it with zero personalization or research. It's a numbers game with terrible conversion rates.  This is often the case with sales calls, too. The salesperson follows a script without personalizing anything to you or your business.  Here's a new way to research people using Arc browser's AI feature called "Browse for me:” All I did was: - Download the [Arc Search app]( - Type in "who is neal o'grady" - Then tap the "Browse for me" button Within 3 seconds, it summarized my career, education, notable highlights, and links to learn more.  You can get Arc to perform any search for you, not just for people.  It's not perfect. And some of the details are out of date. But for 3 seconds, it's pretty good.  If you send an outreach message or hop on a sales call with someone, you'll have a much better chance if you understand who you're talking to first. It only takes a few minutes. 3. Always, ALWAYS, handle their biggest objections Insight from us. Image from [Ulli Appelbaum](.  This image summarizes this tactic perfectly: Whenever you write copy, whether it's for: - An ad - Your homepage - A sales email - A pitch deck Always anticipate and address people's biggest objections  Your offer and product should be bold and interesting. But people naturally think it's too good to be true. We’ve all been disappointed by false promises.  Or they're going to misunderstand and misinterpret. If you don't handle their objections, they will likely come to the wrong conclusion, leave, and never return because they've already ruled you out.  Examples of big companies we all know: Of course, to handle objections, you need to know what they are, so: - Ask your sales team. - Talk to your customers. What questions do they ask? What hesitations do they have? - See what they talk and complain about on Reddit, Quora, and social posts. Then, handle their biggest objections upfront.  To learn more about creating landing pages that convert, check out our [Landing Page guide]( and our [Above the Fold Playbook](.   Quick question: You are a...? [Founder]( [Freelancer]( [Full-time role]( Your response will help us personalize the content you receive from us :)   News and links News you can use: - Google unveils [Gemini, a rebrand of Bard, with a new paid tier](. - Meta announces [new rules regarding labeling AI-generated content](. - TikTok is [prompting users to add a search page to their phone's home screen](. - Twitter/X is [developing "Articles" for long-form content](. - YouTube [launches a new RSS feed integration to deliver podcasts](.  Tool we recommend*: Ortto’s [Journey Builder](  Ortto’s journey builder just got even better. With multi-path conditions, you can create different paths based on customer behaviors and attributes.  Engage across the customer lifecycle with Ortto’s complete marketing automation solution.  [Sign up for free]( and start building your journey today.  *Sponsored by Ortto Want to be featured in front of 92,427 founders and marketers? [Learn more here](–booking for March 25th.   Something fun I just don't get it.   What did you think of this weeks newsletter? 😍 Loved it: Forward to a friend, [write a testimonial](, or send a reply (😍 will do!) 🤷‍♀️ Meh: You can unsubscribe [here](), or manage your subscription [here](. 🤔 I'm new here: You can join the party [here](.  In case you're new: Who's [Demand Curve](?  We’re on a mission to help make it easier to start, build, and grow companies.  We share high-quality, vetted, and actionable growth content as we learn it from the top 1% of founders and marketers. How we can help you grow - Read our free [playbooks](, [blog articles](, and [teardowns](—we break down the strategies and tactics that fast-growing startups use to grow. - Enroll in the [Growth Program](, our marketing course that has helped 1,000+ founders get traction and scale revenue.x - Need help running ads? We’ve built [the]([ ads agency]( for startups. - Want a growth freelancer/agency? [We’ll match you]( with one for free. - Get your product in front of startup founders by [sponsoring]( this newsletter.  [Neal]( [Neal O'Grady]( [Grace]( [Justin Setzer](   © 2024 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States [Unsubscribe]() from all emails, including the newsletter, or [manage]( subscription preferences.