Aaron Epstein

“And for any, anybody else in the audience, like, you lose a little bit of credibility, I think, you know, when your customers are viewing your product and they're saying like, Eh, this looks like a bunch of other things I've seen. They probably just use AI to …”

“What most people do is they come down and they're going to read the headlines. They're going to say, okay, what our customers say, compliance, investors, choose your plan. Like you got to be explicit and assume people are not going to read the subheadline. The…”

“A lot of times when people hit a site, you know, they're asking themselves the question, what is this? Is it for me? Does it work? Is it credible? And I have to work pretty hard to figure out the answers to those questions.”

“The website is very fun and playful, and the bottle is not. So I think there's a missed opportunity to communicate that there.”

“That's a great point because the latency is the interface in some ways in that how fast it responds to you, the longer it takes, the less it feels like a natural conversation and the more it feels like you're talking to a robot. The whole point is to make it s…”

“I think a great way to figure out what should be your headline is to just ask your users, like, how would you describe our product? Because chances are the way your users think about your product and would describe it is the way that other users potentially wo…”

“I think one of the tricky things is it seems like part of the product here is code and logs, which have a lot of text in them. And when you try to show that in screenshots, it competes with the actual text that you're trying to communicate what's happening.”

“You, the founder, should be sending these. People are going to take them way more seriously when it comes from the founders or the CEO Much more so than if it comes from some account executive or some intern or some other automated process that you set up here…”

“So what's interesting about this email is this is entirely a templated email, except for the person's first name and the special URL that they need to come and sign up early. But I use a lot of tricks throughout in order to make it feel very special and person…”

“You don't need to tell somebody how you found their contact information. That's relevant to you, not relevant to them.”

“The language that your users use to describe you is almost certainly the same language that's going to resonate with other people just like them.”

“You want to try to find the uncommon commonalities with the people that you're reaching out to. Now, uncommon commonalities are things that you have uniquely in common with somebody else. Things that are not obvious to have in common with other people... You h…”

“I found that the ideal channels to contact are email is usually better. LinkedIn is usually worse.”

“But one thing that's important to note is that conversion rates will decrease as you scale. So if you're starting out in the early days and you're writing these emails manually and you're not getting good conversion rates, then that's something you should fix …”

“And you should plan to start this writing these emails manually and personalized, doing it yourself, not starting with automation. You have to do it manually first so that you can learn and figure out what works so that you can then start to scale the process …”

“Brex, you know, which was, sorry, I was a credit card for startups. They didn't even have a way to create user accounts. Like you just like emailed them your password and that's how they set up the account for you.”

“When you're designing your page, The headlines are the things that are really going to stand out to people. So we hit this, we read this headline, we read the sub headline because it's up at the top, and then we spent a lot of time here just because we were tr…”

“Anytime you have animations and you have things that are moving on the page, that always draws the viewer's eye. And so it's a good idea to use that when you're trying to highlight something that you want to make sure that somebody pays attention to first. But…”

“And now Netflix has two hundred and twenty one million paid subscribers, and they've been able to figure out how to raise prices because that is the easiest way for them to grow revenue rather than continuing to try to scale subscriber growth at the same rate.”

“And as long as you build in enough value into your product to cover that price increase, you shouldn't see much churn. Most people will probably be willing to pay it if you have a sticky product.”

“There's a third option too, which is you could give a lower price in exchange for one of four key things. One, you could give a lower price in exchange for your first user. If you're just looking for initial feedback and getting somebody on the platform, total…”

“On the other side, if you were to actually charge a lower price and they say, yeah, that sounds great, and accept immediately, Well, that probably means that you're pricing too low and you're leaving a lot of money on the table.”

“Another way to find your value is to keep incrementally raising prices until you get pushback from users. And when you keep incrementally raising your prices, you will ultimately find the ideal price, which is when customers complain, but they still pay.”

“The next insight is that you should price on value, not on cost.”

“It's important to think of pricing as a tool to help you learn faster. It can help teach you who wants your product. How much they want it? How much value your product provides to your users? And which channels you can afford to use to acquire your customers?”

“There are actually only a handful of business models that are responsible for nearly all billion dollar companies. And rather than trying to reinvent the wheel, you should actually just copy one of these.”