Louis Nicholls

Thoughts on startups, web dev and other stuff

Double your sales 🔥 by moving from product- to value-based messaging…

This is a draft of a post I’m writing about how to identify and fix a common marketing mistake founders make, which could double your sales in under 90min.

There are a few rough edges and the examples aren’t final. I’d appreciate any feedback/questions/thoughts to the usual address. Thanks!

Last week, a friend reached out to me with a problem.

He’s a technical solo founder and just started a side project. Because he’s still employed full time at a FAANG company, he asked me not to share his name/project, so let’s call him Dave.

Anyway, Dave’s problem was that he had put up a landing page for his project and was doing cold outreach, but not seeing many sales.

When I took a look at the landing page, it was obvious that Dave was making a super common mistake that nearly all first-time founders make…

His messaging was focussed on the product functionality, not the value to the customer.

We sat down together and, over a coffee, made some small changes to the landing page and cold-email copy.

This week, Dave has converted nearly 5x as many paying customers since we made the changes.

Not bad for ~75min work!

Now obviously, Dave is an outlier. His product is really, really good. And his messaging was really, really bad.

Given it takes under 90min to do though, you should probably check to make sure you aren’t making the same mistake. After all, even a 5% improvement in conversion rates is worth way more than a 90min time investment!


Here’s how to get the results for yourself:

The first thing to do is identify where in your messaging (eg on your landing page) you are focussing on the product/features, but should be talking about value to the customer instead.

Just like Dave, it’s super common for (especially technical) founders to put the spotlight on what their product does.

This is bad for making sales in two ways though:

  1. When potential customers first check out your product, they don’t care how it works. Instead, they first need to understand what value the product will provide them.
  2. The quicker you make this value obvious, the more likely it is the potential customer will stick around and convert to a paying customer.
  3. As a founder, you want to frame your product in the right way to maximise conversions. When the potential customer is deciding whether it’s worth buying or not, you want them thinking about whether the value provided by the product is worth the price-tag, not whether the functionality of the product is worth the price-tag.

This sounds a bit vague, so imagine the functionality of your product is basically just sending emails when certain conditions are met.

If you focus on the value (eg how much extra revenue your customer will make by using your product and sending those emails), then it’s easy for a potential customer to understand why they should pay $high-price for it.

On the other hand, by focussing on the product functionality, the potential customer is wondering “is it worth paying $high-price just to send X emails/month?”

The former messaging will convert more customers at a higher price than the latter will.


Once you’ve identified where you’re framing the messaging in terms of product functionality not value, it’s time to reword the messaging to make it value-driven.

The main areas to think about this are in CTAs on your landing/pricing page (especially the hero area) and in cold emails. If you’re doing performance marketing (eg Instagram ads), check those as well.

Here are some examples of real landing pages and cold emails I found on IndieHackers.com which have ‘bad’ product-focussed CTAs (and my suggestions of how to make them ‘good’ value-focussed CTAs):


Before (main CTA) – potential customer understands: “Do some work to create a good looking resume”

It’s not obvious why I should care about the product.

After (main CTA) – potential customer understands: “This product will help you get a better job”

It is instantly obvious why I should care about the product. I’m much more likely to read on enthusiastically and pay for the product with this framing than the original one.


Before (main CTA) – potential customer understands what the product does (functionality) but has to put the pieces together themselves to understand why that’s relevant to them.

After (main CTA) – potential customer instantly understands why the product will be valuable to them.

Chances are, they’ll be much more interested in finding out more about how the product works and paying for it…

Am I interested in paying $X to learn how to negotiate better? Maybe.

Am I interested in paying $X to increase my salary by eg 100* $X? Yes, of course!


Before (cold email example) – potential customer understands what I do but there’s no context of why this is valuable for them.

I won’t be getting many responses.

After (cold email example) – potential customer instantly understands the value of my services to their company.

There’s a good chance I’ll get an interested response to find out more.


I hope that was helpful. Happy to answer any questions at the usual address.

This post is an adapted article from the FiveMinuteFounder newsletter. You can head over there to join 3’000 founders who read the newsletter to improve their projects by 1% in under 5min every week.

147 Comments

  1. Can be precisely fantastic reason why casinos deliver absolutely free drinks.
    But both the rational or romantic men and women will love this gaming zone a pile.
    This city isn’t scary like other destinations. https://ceylldyn.livejournal.com/384.html

  2. Shalanda McGuirk

    September 3, 2019 at 5:16 pm

    Would you like to post your ad on 1000’s of Advertising sites monthly? One tiny investment every month will get you virtually unlimited traffic to your site forever!Get more info by visiting: http://lotsofadsposted.ddns.net

  3. Ezequiel Blackmore

    October 11, 2019 at 11:42 pm

    Interested in an advertising service that charges less than $50 every month and sends tons of people who are ready to buy directly to your website? Send a reply to: jack5886tur@gmail.com to find out how this works.

  4. Do you want to submit your business on thousands of advertising sites monthly? One tiny investment every month will get you virtually unlimited traffic to your site forever!To find out more check out our site here: http://moreadsposted.n3t.store

  5. Have you had enough of expensive PPC advertising? Now you can post your ad on 1000s of advertising websites and it’ll only cost you one flat fee per month. Never pay for traffic again! For more information just visit: http://moreadsposted.n3t.store

  6. Interested in advertising that costs less than $40 monthly and sends thousands of people who are ready to buy directly to your website? Reply to: michael4621gre@gmail.com to find out how this works.

  7. Julianne Fruehauf

    November 13, 2019 at 4:35 am

    Do you want to post your advertisement on thousands of advertising sites monthly? Pay one flat rate and get virtually unlimited traffic to your site forever! Get more info by visiting: http://www.postmyads.tech

  8. Need to find powerful online marketing that isn’t full of crap? I apologize for sending you this message on your contact form but actually that was kinda the point. We can send your advertising message to websites via their contact pages just like you’re receiving this ad right now. You can specify targets by keyword or just execute bulk blasts to websites in the country of your choice. So let’s assume you need to push through an ad to all the web developers in the US, we’ll grab websites for only those and post your advertisement to them. As long as you’re promoting some kind of offer that’s relevant to that business category then you’ll get awesome results!

    Send a reply to eliza3644will@gmail.com for the details

  9. Would you like to submit your business on tons of online ad sites monthly? One tiny investment every month will get you almost unlimited traffic to your site forever!To get more info take a look at: http://www.submitmyadnow.tech

  10. Do you want to submit your advertisement on over 1000 ad sites every month? One tiny investment every month will get you virtually unlimited traffic to your site forever! For more information just visit: http://www.adspostedonthousandsofsites.xyz

  11. Would you be interested in an advertising service that charges less than $39 per month and delivers tons of people who are ready to buy directly to your website? Visit: http://www.moreleadsandsales.xyz

  12. Do you want to promote your advertisement on tons of online ad sites every month? For a small monthly payment you can get virtually unlimited traffic to your site forever!To find out more check out our site here: http://www.submitmyadnow.tech

  13. Do you want to promote your ad on thousands of advertising sites every month? One tiny investment every month will get you virtually unlimited traffic to your site forever! To find out more check out our site here: http://www.postyouradsontonsofsites.xyz

  14. Need to find powerful online promotion that isn’t full of BS? Sorry to bug you on your contact form but actually that was kinda the point. We can send your promotional message to websites via their contact pages just like you’re receiving this ad right now. You can specify targets by keyword or just execute mass blasts to sites in any country you choose. So let’s assume you want to blast an ad to all the contractors in the USA, we’ll grab websites for only those and post your ad text to them. As long as you’re promoting some kind of offer that’s relevant to that business category then you’ll receive an awesome result!

    Send a reply to muhammad2435tay@gmail.com to find out more info and pricing

  15. Want to post your ad on thousands of advertising sites every month? For a small monthly payment you can get almost unlimited traffic to your site forever!To get more info take a look at: http://www.submitmyadnow.tech

  16. Concetta Cronan

    January 28, 2020 at 5:56 am

    Drink 1 cup of this tomorrow morning will burn 3lbs of belly fat

    If you haven’t tried this yet, you’re going to want to add this to your morning routine
    Drinking just a single cup of this delicious hot beverage in the morning sets up your metabolism to burn more fat than 45 exhausting minutes on the treadmill.

    In fact, some folks are losing up to 25 Lbs of fat in just 19 days by drinking it daily every morning.

    Plus, it’s super simple to make right in your own kitchen.

    Take a look for yourself: http://www.fatbellyfix.xyz

  17. Want to post your ad on 1000’s of Advertising sites monthly? One tiny investment every month will get you virtually unlimited traffic to your site forever!To get more info take a look at: http://www.submitmyadnow.tech

  18. Do you want to submit your ad on thousands of advertising sites monthly? Pay one low monthly fee and get virtually unlimited traffic to your site forever! To find out more check out our site here: http://www.adblasting.xyz

  19. Do you want more traffic, customers, and increase sales through your website?

    We optimize websites to deliver real results.

    We’ve optimized hundreds of them – and it works incredibly well.

    Got some time for me to share some ideas?

    Shoot me a reply to greenslantagency@gmail.com

  20. Would you be interested in an advertising service that charges less than $39 every month and delivers thousands of people who are ready to buy directly to your website? Visit: http://www.trafficmasters.xyz

  21. Are You interested in an advertising service that costs less than $50 per month and sends thousands of people who are ready to buy directly to your website? Have a look at: http://www.trafficmasters.xyz

  22. Kermit Trammell

    March 20, 2020 at 8:12 pm

    No more paying thousands of $$ for overpriced Google advertising! We’ve got a platform that charges only a small bit of cash and results in an almost endless amount of traffic to your website

    Get more info by visiting: http://www.adpostingrobot.xyz

  23. Desmond Slocum

    April 29, 2020 at 9:16 am

    Interested in an advertising service that costs less than $39 monthly and delivers tons of people who are ready to buy directly to your website? Check out: http://www.trafficmasters.xyz

  24. Jai Quisenberry

    May 24, 2020 at 6:38 am

    Want completely free advertising for your website? Take a look at this: http://www.free-ad-submission.xyz

  25. Shawna Mcmichael

    May 28, 2020 at 8:19 am

    Wanna post your advertisement on 1000’s of Advertising sites monthly? Pay one low monthly fee and get virtually unlimited traffic to your site forever!

    For all the details, check out: http://www.fastadposting.xyz

  26. Carson Martyn

    May 28, 2020 at 9:21 pm

    Would you be interested in an advertising service that costs less than $40 monthly and sends hundreds of people who are ready to buy directly to your website? Check out: http://www.trafficmasters.xyz

  27. Florentina Gentle

    June 15, 2020 at 10:41 pm

    Connect with lenders offering personal loans up to $40,000 – Low rates, fast decisions. Send a reply here for details: Blake57lyli68@gmail.com

  28. Знаете ли вы?
    Предок вождя революции участвовал в управлении долгами Российской империи.
    Мама и четверо детей снимают фильмы о своей жизни во время войны.
    Залётная птаха занесена в перечень птиц России спустя более полувека после открытия вида.
    Сооснователь и глава Социал-демократической партии Великобритании стал бароном.
    Вместо Плещеева озера Пётр I мог построить потешный флот на озере Неро.

    http://arbeca.net

  29. Want completely free advertising for your website? Take a look at this: http://www.completely-free-ads.xyz

  30. Rosalie Killough

    July 15, 2020 at 6:05 am

    Sick of paying big bucks for ads that suck? Now you can post your ad on 1000s of ad sites and it’ll only cost you one flat fee per month. Get unlimited traffic forever!

    For details check out: http://www.organic-traffic-forever.xyz

  31. hacklink satın al ve porno izlemek için en iyi site.

  32. Hey

    My package was damaged for the second time.
    I made a photo so that you can see what I mean. https://imgurgallery.com/we34re
    I hope you can help me solve this problem.

    Yours truly
    Chas Linder

    “Sent from my iPhone”

Leave a Reply

Your email address will not be published. Required fields are marked *

© 2020 Louis Nicholls

Theme by Anders NorenUp ↑