9 Truths About Online Shoppers

<!doctype html><html lang="en"><head><meta charset="UTF-8"><meta http-equiv="X-UA-Compatible" content="IE=edge"><meta name="viewport" content="width=device-width,initial-scale=1"><link rel="icon" href="/favicon.ico" sizes="32x32"><title>9 Truths About Online Shoppers</title><meta name="description" content="There are 9 truths about online shoppers that every marketer needs to know. Those who know them win all the time."><meta name="robots" content="index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1"><link rel="canonical" href="/blog/the-9-truths-about-online-shoppers/"><meta property="og:locale" content="en_US"><meta property="og:type" content="article"><meta property="og:title" content="The 9 Truths About Online Shoppers"><meta property="og:description" content="There are 9 truths about online shoppers that every marketer needs to know. 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If $2.80 generates 1,000 ad impressions (this is how many times the ad is shown), then the cost per impression is $2.80 / 1,000 = $0.0028. If I pay $0.0028, I get 1 banner ad impression. If I pay $92.53 billion (that’s how much publishers were paid in total for banner ads), I’ll receive $92,530,000,000 (92.53 billion) / $0.0028 = around 33,000,000,000,000 banner ad impressions.</p> <p>— There are 258,000,000 people in the US above the age of 18 (<a href="https://www.census.gov/library/stories/2021/08/united-states-adult-population-grew-faster-than-nations-total-population-from-2010-to-2020.html" target="_blank" rel="noreferrer noopener">source</a>).</p> <p>— This means the average person is exposed to 33,000,000,000,000 / 258,000,000 = around 127,000 ads per year on just publishing sites.</p> <p>— There are 365 days in a year, so this comes out to 127,000 / 365 = <strong>347 banner ads per person per day</strong>.<br><br></p></div>`)</script><a href="javascript:void(0);" data-open-lightbox="#fc-define-347" style="outline: none;white-space: nowrap;">347<svg xmlns="https://www.w3.org/2000/svg" width="12" height="12" viewBox="0 0 24 24" style="margin-right: 4px; vertical-align: super;"><path d="M12 2c5.514 0 10 4.486 10 10s-4.486 10-10 10-10-4.486-10-10 4.486-10 10-10zm0-2c-6.627 0-12 5.373-12 12s5.373 12 12 12 12-5.373 12-12-5.373-12-12-12zm1.25 17c0 .69-.559 1.25-1.25 1.25-.689 0-1.25-.56-1.25-1.25s.561-1.25 1.25-1.25c.691 0 1.25.56 1.25 1.25zm1.393-9.998c-.608-.616-1.515-.955-2.551-.955-2.18 0-3.59 1.55-3.59 3.95h2.011c0-1.486.829-2.013 1.538-2.013.634 0 1.307.421 1.364 1.226.062.847-.39 1.277-.962 1.821-1.412 1.343-1.438 1.993-1.432 3.468h2.005c-.013-.664.03-1.203.935-2.178.677-.73 1.519-1.638 1.536-3.022.011-.924-.284-1.719-.854-2.297z"></path></svg></a>ads pitching them a whole range of products.</p><p>Of the 50 odd products they may find interesting…</p><figure class="wp-block-image size-large mobile-full-width"><img loading="lazy" decoding="async" width="1024" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-1024x1024.webp" alt="Here are all the products shoppers online every day." class="wp-image-32361 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-1024x1024.webp 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-300x300.webp 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-150x150.webp 150w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-768x768.webp 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-1536x1536.webp 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-100x100.webp 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-758x758.webp 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online-880x880.webp 880w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/All-the-products-shoppers-see-online.webp 1800w" data-sizes="(max-width: 1024px) 100vw, 1024px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024/1024;"></figure><p>…they’ll *maybe* buy 1.</p><p>On what basis are shoppers <strong>rejecting</strong> 49?<br><br>– Are they creating a pros and cons list?<br>– Is their evaluation process scientific?<br>– Are they truly considering <strong>all</strong> variables?<br>– Does the best product always <strong>win</strong>?</p><p>The answer, typically, is <strong>no</strong>.</p><p>What’s certain is that <strong>some system</strong> is being used to make the purchase decision.</p><p>We’ve been studying this system for 15 years and have identified 9 variables shoppers use to decide <strong>what to buy</strong>.</p><p>We call them the 9 truths about online shoppers.</p><p>Consider the impact if <strong>your</strong> product pitch covered these 9 truths.</p><p>This research wasn’t cheap. We’d like to thank the 118 DTC brands that funded $2️⃣.9️⃣ million for this exploration.</p><figure class="wp-block-image size-full mobile-full-width"><img loading="lazy" decoding="async" width="1024" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475.webp" alt="Like how a sailboat explores new worlds, your 9 truths allow you to explore new conversion opportunities." class="wp-image-32344 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475.webp 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475-300x300.webp 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475-150x150.webp 150w, https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475-768x768.webp 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475-100x100.webp 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475-758x758.webp 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2024/03/IMG_9475-880x880.webp 880w" data-sizes="(max-width: 1024px) 100vw, 1024px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024/1024;"></figure><p>Let’s get to the 9 truths.</p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3.png" alt="" class="wp-image-30401 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-3-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile.png" alt="Truth 1 of nine truths." class="wp-image-30404 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/1truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>Marketing runs on claims. Claims like “removes 99% of air dust.”</p><p>Trouble is, shoppers have seen so many claims they’ve become skeptical.</p><p>Your sales pitch is like a <strong>chain of trust links</strong>.</p><figure class="wp-block-image size-full desktop-mobile-full-width"><img loading="lazy" decoding="async" width="1250" height="250" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process.png" alt="Chain weak link Frictionless Process" class="wp-image-29106 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process.png 1250w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process-300x60.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process-1024x205.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process-768x154.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process-100x20.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process-758x152.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/10/Chain-weak-link-Frictionless-Process-880x176.png 880w" data-sizes="(max-width: 1250px) 100vw, 1250px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1250px; --smush-placeholder-aspect-ratio: 1250/250;"></figure><p>When the shopper encounters an unbelievable statement, it creates a trust gap. That gap is a conversion killer.</p><p>So, the marketer needs to scan the pitch, sniff out anything that sounds too good to be true, and add an extra explanation to address the reader’s skepticism.</p><p>To dig deeper into this topic, read this article: <a href="/blog/too-good-to-be-true/">Too Good to Be True</a>.</p><div class="clarity-question"><p class="question" data-topic="Was this section about 'too good to be true' clear?"><span>Was this section about 'too good to be true' clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o1" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o1" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o1"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_1" name="_wpcf7_ak_js" value="148"><script>document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth.png" alt="" class="wp-image-30400 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="656" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile-656x1024.png" alt="Truth 2 of nine truths." class="wp-image-30406 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile-758x1183.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/2truth-mobile.png 867w" data-sizes="(max-width: 656px) 100vw, 656px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 656px; --smush-placeholder-aspect-ratio: 656/1024;"></figure></div><p>We live in a highly specialized world, and shoppers want to buy from <strong>experts</strong>.</p><p>It helps to think of our relationship with doctors. When I visit mine, I pay close attention to everything the doctor says. And while I have the final say, there is no confusing who the expert is.</p><p>Your visitors need to see that for every <strong>10 minutes</strong> they’ve spent thinking about this problem, you’ve spent <strong>10 hours</strong>.</p><p>The buyer has to see disproportionate value. Here’s the math:</p><div class="wp-block-image is-resized"><figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="612" height="792" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise-1.png" alt="Demonstrate Expertise" class="wp-image-29244 lazyload" style="--smush-placeholder-width: 612px; --smush-placeholder-aspect-ratio: 612/792;width:442px;height:auto" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise-1.png 612w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise-1-232x300.png 232w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise-1-100x129.png 100w" data-sizes="(max-width: 612px) 100vw, 612px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></figure></div><p>This expertise strategy <strong>isn’t used much</strong> by brands, which is why you need to jump on it.</p><p>Many avoid using it because they confuse expertise with <strong>talking down</strong> to the reader.</p><p>Don’t <strong>talk down</strong> to the reader.</p><p>Yes, we want to demonstrate expertise, but not using arrogance or overconfidence.</p><p>The vibe you’re looking for is this:</p><div class="wp-block-image is-resized"><figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="1275" height="1650" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence.png" alt="Demonstrate Expertise– Cool Confidence" class="wp-image-28392 lazyload" style="--smush-placeholder-width: 1275px; --smush-placeholder-aspect-ratio: 1275/1650;width:442px;height:auto" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence.png 1275w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-232x300.png 232w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-791x1024.png 791w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-768x994.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-1187x1536.png 1187w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-100x129.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-758x981.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/04/Demonstrate-Expertise–-Cool-Confidence-880x1139.png 880w" data-sizes="(max-width: 1275px) 100vw, 1275px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></figure></div><p>A practical example of how to use this strategy: <a href="/blog/demonstrate-expertise/">Demonstrate Expertise Example</a>.</p><div class="clarity-question"><p class="question" data-topic="In this <strong>expertise section we covered a bunch of ideas. Were they all clear?"><span>In this <strong>expertise section</strong> we covered a bunch of ideas. Were they all clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Thanks for speaking up. Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o2" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o2" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o2"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_2" name="_wpcf7_ak_js" value="23"><script>document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><div class="signup"><img loading="lazy" decoding="async" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/04/rishi-pirate.png" alt="" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" class="lazyload"><p>Since you're liking this 9 truths about online shoppers article you're gonna love the conversion ideas I share in my weekly newsletter. Signup below. <i>If it isn't as good as I'm making it sound unsubscribe with one click.</i></p><div id="tco-section-2" class="tco-section" style="padding: 0; background-color: transparent;"><div class="tco-container"><div class="tco-column tco-sm tco-1-1" style=""><form method="post" id="tco-subscribe-form-19872" class="tco-subscribe-form tco-subscribe-form-19872 center-block mvn" data-tco-email-confirm="Message" data-tco-email-message="Thank you! Please check your email to confirm your email address and you'll be subscribed." style="max-width: 100%; font-size: 18px;"><style scoped>.tco-subscribe-form-19872 h1 { color: #ffffff; } .tco-subscribe-form-19872 .submit { color: #ffffff; border-color: #000000; background-color: #000000; } .tco-subscribe-form-19872 .submit:hover { color: #ffffff; border-color: #000000; background-color: #000000; }</style><input data-hj-allow type="hidden" name="tco_subscribe_form[id]" value="19872"><fieldset><input data-hj-allow type="email" name="tco_subscribe_form[email]" id="tco_subscribe_form_email" placeholder="your@email.com" required></fieldset><fieldset><input data-hj-allow type="text" name="tco_subscribe_form[MMERGE2]" id="tco_subscribe_form_MMERGE2" placeholder="Signup Location"></fieldset><fieldset><input data-hj-allow type="submit" name="tco_subscribe_form[submit]" class="submit x-btn x-btn-flat x-btn-square" value="Sign me up!"></fieldset></form></div></div></div></div><p id="3"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth.png" alt="" class="wp-image-30398 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="656" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile-656x1024.png" alt="Truth 3 of nine truths." class="wp-image-30416 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile-758x1183.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/3truth-mobile.png 867w" data-sizes="(max-width: 656px) 100vw, 656px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 656px; --smush-placeholder-aspect-ratio: 656/1024;"></figure></div><p>Shoppers are drawn to stories where the brand encounters and overcomes 🏔️ a challenge.</p><p>The value we place on something is proportional to the effort that goes into producing it. It’s a psychological principle called <a href="https://www.marketingweek.com/richard-shotton-labour-illusion/" target="_blank" rel="noopener">Labor Illusion</a>.</p><p>And it’s why <a href="https://www.thuma.co/" target="_blank" rel="noopener">thuma.co</a> makes it a point to communicate the effort that goes into their beds:</p><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="784" height="1610" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths.png" alt="Thuma's nine truths" class="wp-image-30453 lazyload" style="--smush-placeholder-width: 784px; --smush-placeholder-aspect-ratio: 784/1610;width:557px;height:auto" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths.png 784w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths-146x300.png 146w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths-499x1024.png 499w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths-768x1577.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths-748x1536.png 748w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths-100x205.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Thumas-nine-truths-758x1557.png 758w" data-sizes="(max-width: 784px) 100vw, 784px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></figure><p>Tiege.com also uses this technique:</p><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="1222" height="1196" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example.png" alt="Tiege.com Example" class="wp-image-31092 lazyload" style="--smush-placeholder-width: 1222px; --smush-placeholder-aspect-ratio: 1222/1196;width:624px;height:auto" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example.png 1222w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example-300x294.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example-1024x1002.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example-768x752.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example-100x98.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example-758x742.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Tiege.com-Example-880x861.png 880w" data-sizes="(max-width: 1222px) 100vw, 1222px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></figure><p>We A/B tested this on Tiege.com, and it resulted in a <a href="/case-studies/tiege-case-study-19-percent-lift/">19.54% sales lift</a>.</p><p>How you can apply this on your site— Reflect on your journey using this story formula:</p><p class="has-text-align-center"><strong>“We started in this direction, thought it would be easy, encountered a challenge, nearly gave up, and, in the end, solved it.”</strong></p><div class="clarity-question"><p class="question" data-topic="Was this concept of rooting for people who beat the odds explained properly?"><span>Was this concept of rooting for people who beat the odds explained properly?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o3" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o3" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o3"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_3" name="_wpcf7_ak_js" value="29"><script>document.getElementById( "ak_js_3" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><p id="4"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth.png" alt="" class="wp-image-30396 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile.png" alt="Truth 4 of nine truths." class="wp-image-30415 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/4truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>My goal is to get the shopper to read my entire pitch because those who read the whole pitch are 10x more likely to buy 🆚 those who quit reading in the middle.</p><p>To maintain the reading momentum I sprinkle in interesting facts.</p><h2 class="wp-block-heading">An Example</h2><p>Say I’m working for a brand that <strong>improves indoor air quality</strong> (<a href="/case-studies/ecommerce-conversion-rate-optimization-case-study-30-percent-improvement/">we did</a>).</p><p>To unearth surprising details, I’d ask ChatGPT things like:</p><p><br>— “Surprising details about indoor air quality”<br>— “What do most buyers <strong>not</strong> know about home air quality?”<br>— “Is indoor air quality getting worse?”</p><p>You are looking for fascinating facts that are:</p><ul class="wp-block-list"><li>Little known</li><li>Easy to understand</li><li>Counter-intuitive</li></ul><div class="wpcf7 no-js" id="wpcf7-f20053-o4" lang="en-US" dir="ltr" data-wpcf7-id="20053"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f20053-o4" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="20053"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f20053-o4"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><input data-hj-allow type="hidden" name="submit-to" value="submit-website-form"></p><p>Give me your site link and I'll show how you can use this surprising details tactic on your site:</p><p><span class="wpcf7-form-control-wrap" data-name="url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-url wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-url" aria-required="true" aria-invalid="false" placeholder="www.yoursite.com" value="" type="url" name="url"></span></p><div class="email-field"><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="your@email.com" value="" type="email" name="email"></span><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner black-button" type="submit" value="Submit"></p></div><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_4" name="_wpcf7_ak_js" value="154"><script>document.getElementById( "ak_js_4" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div><div class="clarity-question"><p class="question" data-topic="Your feedback matters. Was this section about surprising details clear?"><span>Your feedback matters. Was this section about surprising details clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o5" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o5" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o5"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_5" name="_wpcf7_ak_js" value="237"><script>document.getElementById( "ak_js_5" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><p id="5"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1.png" alt="" class="wp-image-30395 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-1-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile.png" alt="Truth 5 of nine truths." class="wp-image-30413 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/5truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>A surprising neuroscience discovery is that <strong>33% of the brain’s cortex</strong> is involved in vision (<a href="https://www.dailygood.org/story/1090/donald-hoffman-do-we-see-reality-as-it-is-ted-com/" target="_blank" rel="noopener">source</a>).</p><p>What this means to the marketer: To maximize conversions evoke mental images.</p><p>Help buyers imagine owning/using the product. Help them visualize the pain of the problem. The clearer the visual, the higher the likelihood of them buying from <strong>you</strong>.</p><p>Card found in a hotel bathroom:</p><p class="has-background" style="background-color:#fbf8ee">MGM Resorts has saved 794 million gallons of water in the past five years, the equivalent of 1,200 Olympic-sized swimming pools.</p><p>Did the swimming pool image flash into your mind? Without the aid of a photo, the writer was able to evoke a mental image.</p><div class="signup"><img loading="lazy" decoding="async" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/04/rishi-pirate.png" alt="" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" class="lazyload"><p>Since you're liking this 9 truths article you're gonna love the conversion ideas I share in my weekly newsletter. Signup below. <i>If it isn't as good as I'm making it sound unsubscribe with one click.</i></p><div id="tco-section-3" class="tco-section" style="padding: 0; background-color: transparent;"><div class="tco-container"><div class="tco-column tco-sm tco-1-1" style=""><form method="post" id="tco-subscribe-form-19872" class="tco-subscribe-form tco-subscribe-form-19872 center-block mvn" data-tco-email-confirm="Message" data-tco-email-message="Thank you! Please check your email to confirm your email address and you'll be subscribed." style="max-width: 100%; font-size: 18px;"><style scoped>.tco-subscribe-form-19872 h1 { color: #ffffff; } .tco-subscribe-form-19872 .submit { color: #ffffff; border-color: #000000; background-color: #000000; } .tco-subscribe-form-19872 .submit:hover { color: #ffffff; border-color: #000000; background-color: #000000; }</style><input data-hj-allow type="hidden" name="tco_subscribe_form[id]" value="19872"><fieldset><input data-hj-allow type="email" name="tco_subscribe_form[email]" id="tco_subscribe_form_email" placeholder="your@email.com" required></fieldset><fieldset><input data-hj-allow type="text" name="tco_subscribe_form[MMERGE2]" id="tco_subscribe_form_MMERGE2" placeholder="Signup Location"></fieldset><fieldset><input data-hj-allow type="submit" name="tco_subscribe_form[submit]" class="submit x-btn x-btn-flat x-btn-square" value="Sign me up!"></fieldset></form></div></div></div></div><p></p><p>To dig deeper into this topic, read this article: <a href="/blog/power-of-visualization/">The Power of Visualization</a>.</p><div class="clarity-question"><p class="question" data-topic="Was this section about the power of evoking mental visuals clear?"><span>Was this section about the power of evoking mental visuals clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o6" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o6" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o6"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_6" name="_wpcf7_ak_js" value="248"><script>document.getElementById( "ak_js_6" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><p id="6"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth.png" alt="" class="wp-image-30393 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile.png" alt="Truth 6 of nine truths." class="wp-image-30412 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/6truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>Consumers might flirt with the idea of change, but it’s easier (and less risky) to <strong>not change</strong>.</p><p>Scientists have a term for this: <strong>Status quo bias,</strong> and it’s defined as a person’s innate preference for not doing something different from what they’re doing today. So, while you may think you are losing sales to an annoying competitor, in reality, you’re likely losing to inertia.</p><p>In the graphic below, the grass is inertia:</p><figure class="wp-block-image size-large mobile-full-width"><img loading="lazy" decoding="async" width="1024" height="545" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-1024x545.png" alt="9 Truths Inertia Graphic" class="wp-image-32297 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-1024x545.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-300x160.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-768x409.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-1536x818.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-100x53.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-758x404.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic-880x468.png 880w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Inertia-Graphic.png 1792w" data-sizes="(max-width: 1024px) 100vw, 1024px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024/545;"></figure><p>Shoppers use creative tricks so they <strong>don’t</strong> have to buy your breakthrough product. Two creative tricks:</p><p>A: Ignore the problem<br>B: Use workarounds</p><p>Having a killer sales pitch is pointless if we can’t create a bridge connecting the shopper’s current state to their future happier state where they’re using your invention.</p><div class="clarity-question"><p class="question" data-topic="Was this section about breaking habits clear?"><span>Was this section about breaking habits clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o7" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o7" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o7"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_7" name="_wpcf7_ak_js" value="52"><script>document.getElementById( "ak_js_7" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><p id="7"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1.png" alt="" class="wp-image-30391 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-1-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile.png" alt="Truth 7 of nine truths." class="wp-image-30411 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/7truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>There is a way to write so the reader feels the product was <strong>made for them</strong>.</p><p>The trick is to talk about second-order things related to the purchase. For example, say you sell a premium car polish that’s 30% more expensive than the next option.</p><figure class="wp-block-image size-full mobile-full-width"><img loading="lazy" decoding="async" width="1792" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background.png" alt="Premium car polish with sexy car in background" class="wp-image-32146 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background.png 1792w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-300x171.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-1024x585.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-768x439.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-1536x878.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-100x57.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-758x433.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/premium-car-polish-with-sexy-car-in-background-880x503.png 880w" data-sizes="(max-width: 1792px) 100vw, 1792px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1792px; --smush-placeholder-aspect-ratio: 1792/1024;"></figure><p>If I was making guesses about the person who buys this expensive polish, I’d say:</p><p>They love their car and believe it deserves the best. Their family probably thinks it’s a little silly to pay a premium for a car polish but our buyer does it anyway because taking care of their car is one of the few things in their life that isn’t for sharing; it’s something just for them.</p><p>After making these guesses, I’d create a pitch with this theme:</p><p class="has-text-align-center">Sharing is good, and we share so much of our lives.<br><strong>But it’s OK to have that one thing that’s just ours.</strong></p><p>It’ll feel like magic to the shopper because they didn’t share this detail about themselves—you just connected the dots.</p><figure class="wp-block-image size-full mobile-full-width"><img loading="lazy" decoding="async" width="3734" height="2135" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example.png" alt="9 Truths Picture Story Example" class="wp-image-32336 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example.png 3734w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-300x172.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-1024x585.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-768x439.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-1536x878.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-2048x1171.png 2048w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-100x57.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-758x433.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/9-Truths-Picture-Story-Example-880x503.png 880w" data-sizes="(max-width: 3734px) 100vw, 3734px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 3734px; --smush-placeholder-aspect-ratio: 3734/2135;"></figure><p>Connecting the dots makes the conversation feel personal.</p><div class="clarity-question"><p class="question" data-topic="Does the car polish example make sense?"><span>Does the car polish example make sense?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o8" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o8" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o8"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_8" name="_wpcf7_ak_js" value="248"><script>document.getElementById( "ak_js_8" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><p>To dig deeper, click here: <a href="/blog/personalized-experiences/">Personalized Experiences</a>.</p><p id="8"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth.png" alt="" class="wp-image-30390 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile.png" alt="Truth 8 of nine truths." class="wp-image-30409 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/8truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>For most of human history, we lived in small communities.</p><p>Humans invented farming around 12,000 years ago. Before that—for around 190,000 years— we lived in small tribal groups of no more than 100 people. <a href="https://education.nationalgeographic.org/resource/hunter-gatherer-culture/" target="_blank" rel="noopener">Source</a>.</p><p>We live in larger communities today but still connect with tribal identities. It’s core programming, and we can’t help it.</p><p>And your Point of View (POV) communicates your tribal identity.</p><p>It’s a public statement about what <strong>you</strong> stand for.</p><p>Many eCom businesses prefer <strong>not to</strong> talk about their true point of view for fear of alienating a subset of their audience.</p><p>But not talking about it does more harm than good.</p><div class="quick-question"><h3>Agree?</h3><div class="question-container small"><p class="question question-1">Yes</p><p class="or">— or —</p><p class="question question-2">No</p></div></div><div class="wpcf7 no-js" id="wpcf7-f20199-o9" lang="en-US" dir="ltr" data-wpcf7-id="20199"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f20199-o9" method="post" class="wpcf7-form init" id="quick-question" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="20199"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f20199-o9"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="answer"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="" type="text" name="answer"></span><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_9" name="_wpcf7_ak_js" value="40"><script>document.getElementById( "ak_js_9" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div><p><br></p><p></p><div class="desktop-only"><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="3000" height="1364" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths.png" alt="Neon maze one of the 9 truths" class="wp-image-31636 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths.png 3000w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-300x136.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-1024x466.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-768x349.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-1536x698.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-2048x931.png 2048w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-100x45.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-758x345.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Neon-maze-one-of-the-9-truths-880x400.png 880w" data-sizes="(max-width: 3000px) 100vw, 3000px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 3000px; --smush-placeholder-aspect-ratio: 3000/1364;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-large mobile-full-width"><img loading="lazy" decoding="async" width="1024" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--1024x1024.png" alt="one of the 9 truths — neon maze" class="wp-image-31637 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--1024x1024.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--300x300.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--150x150.png 150w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--768x768.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--1536x1536.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--2048x2048.png 2048w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--100x100.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--758x758.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/one-of-the-9-truths-—-neon-maze--880x880.png 880w" data-sizes="(max-width: 1024px) 100vw, 1024px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024/1024;"></figure></div><p id="Dyson">POV example: Sir James Dyson, the founder of <a href="https://www.dyson.com/en" target="_blank" rel="noopener">Dyson</a>, said, <strong>“I just think things should work properly.”</strong></p><div class="x-frame-inner mbm"><div class="x-video x-video-embed" data-video-id="okhbxr_6EuI" data-testing><noscript><iframe width="auto" height="auto" src="https://www.youtube.com/embed/okhbxr_6EuI?rel=0&enablejsapi=1" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="1"></iframe></noscript></div></div><p>This is their brand’s POV, how they see the world. People who connect with this view relate to the Dyson tribe.</p><p>To dig deeper into this topic, read this article: <a href="/blog/point-of-view/">Point of View (POV)</a>.</p><div class="clarity-question"><p class="question" data-topic="Is this explanation for wanting to belong clear?"><span>Is this explanation for wanting to belong clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o10" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o10" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o10"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_10" name="_wpcf7_ak_js" value="194"><script>document.getElementById( "ak_js_10" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><div class="signup"><img loading="lazy" decoding="async" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/04/rishi-pirate.png" alt="" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" class="lazyload"><p>Since you're liking this content you're gonna love the conversion ideas I share in my weekly newsletter. Signup below. <i>If it isn't as good as I'm making it sound unsubscribe with one click.</i></p><div id="tco-section-4" class="tco-section" style="padding: 0; background-color: transparent;"><div class="tco-container"><div class="tco-column tco-sm tco-1-1" style=""><form method="post" id="tco-subscribe-form-19872" class="tco-subscribe-form tco-subscribe-form-19872 center-block mvn" data-tco-email-confirm="Message" data-tco-email-message="Thank you! Please check your email to confirm your email address and you'll be subscribed." style="max-width: 100%; font-size: 18px;"><style scoped>.tco-subscribe-form-19872 h1 { color: #ffffff; } .tco-subscribe-form-19872 .submit { color: #ffffff; border-color: #000000; background-color: #000000; } .tco-subscribe-form-19872 .submit:hover { color: #ffffff; border-color: #000000; background-color: #000000; }</style><input data-hj-allow type="hidden" name="tco_subscribe_form[id]" value="19872"><fieldset><input data-hj-allow type="email" name="tco_subscribe_form[email]" id="tco_subscribe_form_email" placeholder="your@email.com" required></fieldset><fieldset><input data-hj-allow type="text" name="tco_subscribe_form[MMERGE2]" id="tco_subscribe_form_MMERGE2" placeholder="Signup Location"></fieldset><fieldset><input data-hj-allow type="submit" name="tco_subscribe_form[submit]" class="submit x-btn x-btn-flat x-btn-square" value="Sign me up!"></fieldset></form></div></div></div></div><p id="9"></p><div class="desktop-only"><div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div><figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="1760" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth.png" alt="" class="wp-image-30387 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth.png 1760w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-300x231.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-1024x787.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-768x590.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-1536x1181.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-100x77.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-758x583.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-880x677.png 880w" data-sizes="(max-width: 1760px) 100vw, 1760px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 1760px; --smush-placeholder-aspect-ratio: 1760/1353;"></figure></div><div class="mobile-only"><figure class="wp-block-image size-full is-resized"><img loading="lazy" decoding="async" width="867" height="1353" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile.png" alt="Truth 9 of nine truths." class="wp-image-30407 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile.png 867w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile-192x300.png 192w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile-656x1024.png 656w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile-768x1199.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile-100x156.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2023/03/9truth-mobile-758x1183.png 758w" data-sizes="(max-width: 867px) 100vw, 867px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867/1353;"></figure></div><p>As buyers are going through our sales pitch their brains throw up negative thoughts to counter our marketing claims. This is a protective mechanism.</p><p>If many negative thoughts remain unresolved by the time they reach the bottom of the pitch, it <s>could</s> will derail the sale.</p><figure class="wp-block-image size-full desktop-mobile-full-width"><img loading="lazy" decoding="async" width="2000" height="400" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers.png" alt="Unresolved negative thoughts are conversion blockers" class="wp-image-32652 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers.png 2000w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-300x60.png 300w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-1024x205.png 1024w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-768x154.png 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-1536x307.png 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-100x20.png 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-758x152.png 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/Unresolved-negative-thoughts-are-conversion-blockers-880x176.png 880w" data-sizes="(max-width: 2000px) 100vw, 2000px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 2000px; --smush-placeholder-aspect-ratio: 2000/400;"></figure><p>This is why, as marketers, we need to <strong>anticipate</strong> and <strong>address</strong> negative thoughts.</p><p>Four things trigger negative thoughts:</p><p>— Missing features<br>— Inferior features<br>— Price<br>— Confusing elements</p><p>Go through your product page sales pitch and ask yourself:</p><p>— “Could the reader perceive something as a <strong>missing</strong> feature?”<br>— “Could the reader interpret something as an <strong>inferior</strong> feature?”<br>— “Is it possible they might have concerns about my prices?” The price is a huge deal. It’s the 🐘 in the room, which is why we have a whole article on the subject: <a href="/blog/increase-conversions-with-price-justification/">Increase Conversions With Price Justification</a>.<br>— “Is there anything on this page that might confuse my visitor?”</p><p>In the list above, for any item where the answer is <strong>yes</strong>, add an explanation to stop the negative thought the moment it arises.</p><h2 class="wp-block-heading">Example</h2><p>The year was 1906, and Van Camp had a problem.</p><p>Their evaporated milk cans weren’t selling.</p><p>Unlike regular milk, evaporated milk is sterilized to prevent it from going bad.</p><p>Unfortunately, that sterilization imparts an unexpected almond-flavored aftertaste that was turning off customers.</p><p>Their advertising agency had done a great job kicking off inquiries by pitching evaporated milk— a relatively new category— with the catchy <strong>Now a cow in your pantry</strong> headline.</p><p>Now, they had to figure out how to address the strange aftertaste puzzle.</p><p>So they did a karate chop and converted the perceived flaw into a benefit.</p><p>Here’s the copy they came up with:</p><div class="impact-featured-snippet"><p class="has-text-align-center"><strong>Be sure and taste the milk and see if it has got that almond flavor. If it has not the almond flavor, it is not the genuine.</strong></p></div><p>Sales soared 30%.</p><p>Taken from the book:</p><div class="wp-block-image is-resized"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="768" height="1024" data-src="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-768x1024.jpg" alt="The man who sold America. 9 Truths About Online Shoppers." class="wp-image-29634 lazyload" data-srcset="https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-768x1024.jpg 768w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-225x300.jpg 225w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-1152x1536.jpg 1152w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-1536x2048.jpg 1536w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-100x133.jpg 100w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-758x1011.jpg 758w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-880x1173.jpg 880w, https://frictionlessco.wpengine.com/wp-content/uploads/2022/08/The-man-who-sold-America-scaled.jpg 1920w" data-sizes="(max-width: 768px) 100vw, 768px" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" style="--smush-placeholder-width: 768px; --smush-placeholder-aspect-ratio: 768/1024;"></figure></div><div class="clarity-question"><p class="question" data-topic="Was this section about resolving negative thoughts clear?"><span>Was this section about resolving negative thoughts clear?</span> <span class="nowrap"><button class="button" data-val="yes">👍</button>/<button class="button" data-val="no">👎</button></span></p><div class="sense-yes hide"><p>🙌</p></div><div class="sense-no hide"><img loading="lazy" decoding="async" style="width: 55px;border-radius: 35px;margin-right: 12px;vertical-align: middle;" alt="" data-src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g" class="ls-is-cached lazyloaded" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=150&d=identicon&r=g"><p style="display: inline-block !important;width: calc(100% - 70px);vertical-align: middle;margin: 0;">Uh oh! Let's get in touch so I can explain this better.</p><p style="margin: 0;"> </p><div class="wpcf7 no-js" id="wpcf7-f23839-o11" lang="en-US" dir="ltr" data-wpcf7-id="23839"><div class="screen-reader-response"><p role="status" aria-live="polite" aria-atomic="true"></p><ul></ul></div><form action="https://frictionlessco.wpengine.com/wp-json/wp/v2/posts?page=24&per_page=3&_embed=1&order=desc#wpcf7-f23839-o11" method="post" class="wpcf7-form init" aria-label="Contact form" novalidate="novalidate" data-status="init"><div style="display: none;"><input data-hj-allow type="hidden" name="_wpcf7" value="23839"> <input data-hj-allow type="hidden" name="_wpcf7_version" value="6.0.4"> <input data-hj-allow type="hidden" name="_wpcf7_locale" value="en_US"> <input data-hj-allow type="hidden" name="_wpcf7_unit_tag" value="wpcf7-f23839-o11"> <input data-hj-allow type="hidden" name="_wpcf7_container_post" value="0"> <input data-hj-allow type="hidden" name="_wpcf7_posted_data_hash" value=""> <input data-hj-allow type="hidden" name="_wpcf7_recaptcha_response" value=""></div><p><span class="wpcf7-form-control-wrap" data-name="email"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email" aria-required="true" aria-invalid="false" placeholder="email@example.com" value="" type="email" name="email"></span></p><p><span class="wpcf7-form-control-wrap" data-name="ref-url"><input data-hj-allow size="40" maxlength="400" class="wpcf7-form-control wpcf7-text" aria-invalid="false" value="not submitted - error" type="text" name="ref-url"></span></p><p><span class="wpcf7-form-control-wrap" data-name="linked-content"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" name="linked-content">no value - error</textarea></span></p><p><span class="wpcf7-form-control-wrap" data-name="comment"><textarea data-hj-allow cols="40" rows="10" maxlength="2000" class="wpcf7-form-control wpcf7-textarea" aria-invalid="false" placeholder="Clear communication matters. Please let me know what was unclear so I can personally clarify it for you. I appreciate you taking the time." name="comment"></textarea></span></p><p><input data-hj-allow class="wpcf7-form-control wpcf7-submit has-spinner" type="submit" value="Submit"></p><p style="display: none !important;" class="akismet-fields-container" data-prefix="_wpcf7_ak_"><label>Δ<textarea data-hj-allow name="_wpcf7_ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input data-hj-allow type="hidden" id="ak_js_11" name="_wpcf7_ak_js" value="136"><script>document.getElementById( "ak_js_11" ).setAttribute( "value", ( new Date() ).getTime() );</script></p><div class="wpcf7-response-output" aria-hidden="true"></div></form></div></div><p class="no-thanks hide">We'll talk soon!</p></div><h2 class="wp-block-heading" id="h-examples">Examples</h2><p>So that was the overview. Now, I am going to show you a series of practical examples of how these 9 truths can be applied to build conversion-maximizing sales pitches for DTC brands.</p><h2 class="wp-block-heading">Example 1</h2><p>The first example is for a site that sells high-quality compression wear for women. <a href="/blog/honeylove-sales-pitch-using-the-9-truths/">Ready?</a></p><div id="comments" data-comment-id="0"><h2>Comments <small>46</small></h2><div class="comment root" data-comment-id="16023" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/b58d044f8ae3a0d176dfa4938cf54ce1?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Barinthia Scarlett</span></h2><date itemprop="datePublished">October 19, 2022 at 2:26 PM</date><p itemprop="text"></p><p>Great article ! The copywriting was so goodI forgot I was reading. It felt more like I was talking to an old friend who truly gets it!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="16028" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">October 19, 2022 at 4:59 PM</date><p itemprop="text"></p><p>Gee, thank you!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17055" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/c16c0b290991a9d34a68a0fab85cf592?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Kaitlyn</span></h2><date itemprop="datePublished">March 31, 2023 at 4:02 PM</date><p itemprop="text"></p><p>This was such a great read! So insightful. Thank you!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17061" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">April 2, 2023 at 1:31 PM</date><p itemprop="text"></p><p>Glad you liked it, Kaitlyn!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17117" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/0a977e76428c9616a986d104558e4166?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Pat</span></h2><date itemprop="datePublished">April 11, 2023 at 12:23 PM</date><p itemprop="text"></p><p>Amazing article. Love your work both on LinkedIn and YouTube. Thank you!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17118" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">April 12, 2023 at 11:45 AM</date><p itemprop="text"></p><p>Thank you, Pat.</p><p>And for those interested our YouTube channel (where we discuss conversion strategies) is here: <a href="https://www.youtube.com/channel/UC_NJ5dAAuG0zhG9NHNp--hw" rel="noopener" target="_blank">https://www.youtube.com/channel/UC_NJ5dAAuG0zhG9NHNp–hw</a></p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17166" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/b8e773b8a45d6f7f140cc2573684cb53?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Abrar Muhib</span></h2><date itemprop="datePublished">November 18, 2023 at 7:04 AM</date><p itemprop="text"></p><p>Seamless illustration of the 9 core principles of online shopper’s interest retention.<br>Very tactfully applied those principles in the article itself.<br>Intriguing and eye opening.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17181" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/69f50bc7619304f8f5436c0d7fe2897a?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Rashmi</span></h2><date itemprop="datePublished">February 1, 2024 at 2:58 AM</date><p itemprop="text"></p><p>Love the article and case studies. I’ve been following and enjoying your ‘buyer’s psychology’ posts. #3 and 7 resonate with me more 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17182" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 1, 2024 at 12:34 PM</date><p itemprop="text"></p><p>Thanks, Rashmi. I’m glad you like the content. Means a lot.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17185" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/6e40a469043bd89d3d2fc72daa73afc9?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Amber</span></h2><date itemprop="datePublished">February 26, 2024 at 11:00 AM</date><p itemprop="text"></p><p>Love the work man! – It’s very evident that you spend a lot of time deep diving and thinking into the tricks to help boost conversion.</p><p>Bookmarking the blog now!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17186" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 11:38 AM</date><p itemprop="text"></p><p>Thanks, Amber. Appreciate the comment. I guess this is what happens when a marketer obsesses over one thing.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17187" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/0e88d9b3133c30a732e0ad66bffa657e?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Christian</span></h2><date itemprop="datePublished">February 26, 2024 at 2:04 PM</date><p itemprop="text"></p><p>Hi Rishi,</p><p>Regarding your section on ‘surprising details,’ do you recommend focusing on surprising details about the product category or topic (in your example, air quality) or the product being sold (using this example, an air purifier)? Or is it best to combine some from both areas?</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17190" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 3:16 PM</date><p itemprop="text"></p><p>Hi, Christian. My recommendation is to identify aspects about the problem that consumers find most valuable, but also don’t know enough about, and present tons of interesting data about those topics. Presenting interesting details has lots of benefits:</p><p>1: It positions you as an expert.</p><p>2: It’s giving people FREE value. This activates reciprocity, where, on receiving that free information, the user is compelled to reciprocate. Often that reciprocation comes in the form of signing up for your newsletter or purchasing your product.</p><p>3: It breaks up reading fatigue. Our brains are power hogs. When the prospect is reading the sales copy, they start getting fatigued. Surprising details act as mini KitKat breaks, giving them the energy they need to continue reading. And people who read our entire sales pitch are 10x more likely to buy.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17188" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/0e3fb5de0305551b2c20e5e1ced7bd5e?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">troy</span></h2><date itemprop="datePublished">February 26, 2024 at 2:25 PM</date><p itemprop="text"></p><p>I cut my email subscriptions to 3. You made the cut. Your insights are actionable! Thank you.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17191" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 3:19 PM</date><p itemprop="text"></p><p>Hi, Troy. That means a lot. Thank you 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17189" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/56e68d0385906b740ae7c739b71829ba?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Laurel</span></h2><date itemprop="datePublished">February 26, 2024 at 2:36 PM</date><p itemprop="text"></p><p>I have read these 9 truths so many times they’re etched in my brain. They’re applicable to virtually everything I write for clients, from a social media ad to a landing page to an email. Thank you Rishi, I’m on your list for life!!!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17192" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 3:22 PM</date><p itemprop="text"></p><p>Hello, Laurel. I am so happy the nine truths have given you value. I use them for every piece of copy I write 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17193" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/d7d88e8d8b6b6951dedb9eca39968302?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Javier Virgen</span></h2><date itemprop="datePublished">February 26, 2024 at 3:31 PM</date><p itemprop="text"></p><p>I have had the privilege to<br>Work with Rishi on my website and after he put some magic touches my visitors went from spending 3-4 Minutes to 7-9 minutes outcome more sales !!! Thank you Rishi!!<br>Javier Virgen<br>Founder<br>GLOSSBOSS</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17202" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 7:53 PM</date><p itemprop="text"></p><p>Hey, Javier. So nice to hear from you. I look forward our future collabs.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17194" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/c3eefed900b0f79d43f6d591bb6b276e?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Joe Rollinson</span></h2><date itemprop="datePublished">February 26, 2024 at 3:53 PM</date><p itemprop="text"></p><p>I love how you have distilled conversion factors down to 9. Kinda line Cialdini’s 7 persuasion factors but much more targeted. I’ll be keeping this page handy while crafting landing pages and product pages for ecommerce. Thanks for sharing so many great insights over the years!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17201" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 7:52 PM</date><p itemprop="text"></p><p>Thanks, Joe. The list is yours to keep 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17195" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/60e4424a26949faa70398ad10e3be708?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Clemence</span></h2><date itemprop="datePublished">February 26, 2024 at 3:59 PM</date><p itemprop="text"></p><p>This article distills essential, yet non-obvious truths about human psychology. Fantastic work, Rishi!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17200" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 7:51 PM</date><p itemprop="text"></p><p>Thank you, Clemence. Means a lot coming from you 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17196" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/a48303ff33b35b06c6994f3b7aa8e248?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">John</span></h2><date itemprop="datePublished">February 26, 2024 at 4:08 PM</date><p itemprop="text"></p><p>Rishi: I always learn something valuable from your posts. Thank you for your commitment to being our teacher.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17197" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/63a9bffe1f505abca4ff89114744c5e1?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Abhi</span></h2><date itemprop="datePublished">February 26, 2024 at 4:51 PM</date><p itemprop="text"></p><p>Nice post Rishi.</p><p>Thanks for sharing such valuable details!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17198" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/cd322f60ace0243d268d07419768554d?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">George</span></h2><date itemprop="datePublished">February 26, 2024 at 6:29 PM</date><p itemprop="text"></p><p>Great article thanks Rishi. You are one of the few people I have come across online who think about converting, or on site sales, in a way that makes sense. I always enjoy getting your emails and find all your content very helpful</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17204" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 8:02 PM</date><p itemprop="text"></p><p>Check your inbox 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17199" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/06055599fd8158f0bff54f609066c00a?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Simon</span></h2><date itemprop="datePublished">February 26, 2024 at 7:48 PM</date><p itemprop="text"></p><p>I come back to this list over and over again. I am always so impressed by the thought you have put into why people buy. So many marketers and copywriters parrot the same dozen ideas they’ve seen others parrot before. You put in the work to come up with a creative, original list that crushes the competition. 👏👏👏</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17203" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 7:54 PM</date><p itemprop="text"></p><p>Hey, and you helped shape the list, so thank you.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17205" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/fc9ca574a6894365b9dedf530beb0757?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Francisco</span></h2><date itemprop="datePublished">February 26, 2024 at 8:25 PM</date><p itemprop="text"></p><p>This post is fabulous! thanks for sharing.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17206" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/a423033a883d097512e0ca3d125df4ec?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Ezriel</span></h2><date itemprop="datePublished">February 26, 2024 at 10:17 PM</date><p itemprop="text"></p><p>This is very deep but worth implementing.<br>Thank you for the recommendations to our site</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17209" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/f1831c657583020afe774dcc74eef778?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Craig Paddock</span></h2><date itemprop="datePublished">February 26, 2024 at 10:27 PM</date><p itemprop="text"></p><p>Great info BUT I’m always curious the impact of a known brand on CVR? Does one of these truths address that? When we see underperformance on a website we always wonder first – would this same offer and landing page convert if it was coming from a known brand? Can an unknown brand compete with known brands?</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17210" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 26, 2024 at 11:03 PM</date><p itemprop="text"></p><p>Hey, Craig. Great Point. There is no doubt that a known brand has the conversion upper hand. But new brands are born every day and even known brands started somewhere.</p><p>Busting the objection of “I’ve never heard of this brand before” is covered in tactic number 9 (Must Have Our Negative Thoughts Resolved).</p><p>Here’s a potential angle an unknown brand can use:</p><p>The fact is, we can’t outspend the biggest advertisers. Their ads are everywhere, which is probably why you’ve seen them way more than you’ve seen us. And while we can’t match their ad budget, we can triple down on improving these very specific aspects of the product: [here you’ll list these details where your solution is clearly better].</p><p>Something like that.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17211" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/bc2dd00eca69d668f2c66db09b295465?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Julie Hawksworth</span></h2><date itemprop="datePublished">February 27, 2024 at 7:08 PM</date><p itemprop="text"></p><p>Really brilliant advice Rishi – you really have figured it all out -Thank you.<br>p.s. I noticed your emails often go out on Mondays. That is my busiest day and it might be true for others as well. Wondering if it might be worth trying a Thursday on an A/B test? Just a thought!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17212" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 27, 2024 at 9:51 PM</date><p itemprop="text"></p><p>Hi, Julie. Sending emails on a Tuesday an an A/B test is a great idea. The only challenges that all of my newsletter sign up branding is for a Monday morning email 🙂</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17213" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/3edc0ad4af0c20fa6d4c7e47f4f45caf?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Andre</span></h2><date itemprop="datePublished">February 28, 2024 at 2:09 AM</date><p itemprop="text"></p><p>Thank you Rishi for what you do, and for being generous with sharing everything you’ve learned. I read the Honeylove case study after reading these 9 truths and was ready to get a bowl of popcorn, hooked on the storytelling you came up with. Highly recommend folks sign up to Rishi’s newsletter if you haven’t already!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17215" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">February 28, 2024 at 3:27 PM</date><p itemprop="text"></p><p>❤️</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17214" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/fe36013e2dd5374159c917f165a651c0?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Chad Camacho</span></h2><date itemprop="datePublished">February 28, 2024 at 5:48 AM</date><p itemprop="text"></p><p>Great article but I have a thought about something that may be hurting your comment conversion: you have to scroll all the way to the bottom of all of the comments to leave one. If I hadn’t received your email, I would have thought comments were closed (it felt strange to have to scroll so far) and simply not left one. Hope that helps, love your content!</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17218" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/baeec6f7cb93bbb95fce4c867d084395?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Adrian</span></h2><date itemprop="datePublished">March 1, 2024 at 10:28 AM</date><p itemprop="text"></p><p>I think 2 is the one I find myself going back to time and time again. Great article thanks</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17219" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">March 1, 2024 at 1:18 PM</date><p itemprop="text"></p><p>I’m so glad, Adrian 🙂</p><p>#2 is my go to conversion move.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17216" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/baeec6f7cb93bbb95fce4c867d084395?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Adrian</span></h2><date itemprop="datePublished">March 1, 2024 at 10:28 AM</date><p itemprop="text"></p><p>I think 2 is the one I find myself going back to time and time again. Great article thanks</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><div class="comment root" data-comment-id="17220" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/b7479808378b389adf514cb2f287ce60?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">Dana Doron</span></h2><date itemprop="datePublished">March 1, 2024 at 7:53 PM</date><p itemprop="text"></p><p>I love the content, but had to force myself to get through the first few paragraphs with all the distracting emojis and unicode text. That stuff really disrupts the flow IMHO. Maybe I’m the outlier?</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17221" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">March 2, 2024 at 1:14 PM</date><p itemprop="text"></p><p>Hi, Dana. That’s really good feedback. I’ve gone and removed the 🧠 emoji. Thank you.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17225" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/5116188fd74a0c9c901d82c42e86e173?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">simona moore</span></h2><date itemprop="datePublished">March 27, 2024 at 5:15 PM</date><p itemprop="text"></p><p>I loved it. It was really engaging. I couldn’t stop reading and learning. Thank you. You are a genius.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a><div class="comment reply" data-comment-id="17226" itemscope itemtype="https://schema.org/Comment"><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/25fcd4f68975480bcbc0f314520b58c5?s=96&d=identicon&r=g" alt="avatar"> <span class="author-badge">post author</span></div><h2><span class="comment-author" itemprop="author">Rishi Rawat</span></h2><date itemprop="datePublished">March 27, 2024 at 5:59 PM</date><p itemprop="text"></p><p>Thanks, Simona. Glad you liked it.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div></div><div class="comment root" data-comment-id="17230" itemscope itemtype="https://schema.org/Comment"><h2><div class="comment-avatar"><img loading="lazy" src="https://secure.gravatar.com/avatar/4dde3744a47d37e0c1f0c74277cd14da?s=96&d=identicon&r=g" alt="avatar"></div><span class="comment-author" itemprop="author">shreyash</span></h2><date itemprop="datePublished">April 24, 2024 at 5:03 AM</date><p itemprop="text"></p><p>“Great article! Especially the point #7 about love personalized experiences In my experience working with e-commerce businesses, clear website navigation and search functionality are important for a smooth customer journey.</p><p></p><a href="#" class="comment-reply">Reply <svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M205 34.8c11.5 5.1 19 16.6 19 29.2v64H336c97.2 0 176 78.8 176 176c0 113.3-81.5 163.9-100.2 174.1c-2.5 1.4-5.3 1.9-8.1 1.9c-10.9 0-19.7-8.9-19.7-19.7c0-7.5 4.3-14.4 9.8-19.5c9.4-8.8 22.2-26.4 22.2-56.7c0-53-43-96-96-96H224v64c0 12.6-7.4 24.1-19 29.2s-25 3-34.4-5.4l-160-144C3.9 225.7 0 217.1 0 208s3.9-17.7 10.6-23.8l160-144c9.4-8.5 22.9-10.6 34.4-5.4z"></path></svg></a></div><form id="comment-form" class="comment-form"><h3 class="reply-title">IF THE COMMENT SECTION REMAINS EMPTY I'M GOING TO LOSE MY JOB</h3><a class="cancel-reply" href="#">Cancel Reply</a> <input data-hj-allow hidden name="post_id" value="28430"> <input data-hj-allow hidden name="parent" 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div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas audio, html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas video, html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas i:not(.fa):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas object { margin: 0; padding: 0; border: 0; font-size: 100%; font: inherit; vertical-align: baseline; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas div.Campaign__content, html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas div.Column__content, html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas div.Element__content, html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas div.Row__content { margin: 0; border: 0; font-size: 100%; font: inherit; vertical-align: baseline; }</style><style id="om-ludlgzuadn1nhcq8pny9-CampaignCSS" type="text/css">html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas *:not(.ignore-reset):not([class^="wpforms-"]) { box-sizing: border-box; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas 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input[type=checkbox]:not(.ignore-reset):not([class^="wpforms-"]) { -webkit-appearance: checkbox; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input[type=radio]:not(.ignore-reset):not([class^="wpforms-"]) { -webkit-appearance: radio; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--vertical input:not(.ignore-reset) {} html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--horizontal button:not(.ignore-reset), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--horizontal input:not(.ignore-reset) {} html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--horizontal .FieldsElement--privacyText:not(.ignore-reset) {} html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper strong:not(.ignore-reset):not([class^="wpforms-"]) { font-weight: bolder; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper em:not(.ignore-reset):not([class^="wpforms-"]) { font-style: italic; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper ul:not(.ignore-reset):not([class^="wpforms-"]) { list-style-type: disc; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper ol:not(.ignore-reset):not([class^="wpforms-"]) { list-style: decimal; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sup:not(.ignore-reset):not([class^="wpforms-"]) { top: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sub:not(.ignore-reset):not([class^="wpforms-"]) { bottom: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sub:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sup:not(.ignore-reset):not([class^="wpforms-"]) { font-size: 75%; line-height: 0; position: relative; vertical-align: baseline; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper p:not(.ignore-reset):not([class^="wpforms-"]) { margin: 0 0 5px; font-weight: inherit !important; line-height: inherit !important; letter-spacing: inherit !important; text-transform: inherit !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper p:first-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-top: 0; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper p:last-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-bottom: 0; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content strong:not(.ignore-reset):not([class^="wpforms-"]) { font-weight: bolder; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content em:not(.ignore-reset):not([class^="wpforms-"]) { font-style: italic; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content ul:not(.ignore-reset):not([class^="wpforms-"]) { list-style-type: disc; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content ol:not(.ignore-reset):not([class^="wpforms-"]) { list-style: decimal; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sup:not(.ignore-reset):not([class^="wpforms-"]) { top: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sub:not(.ignore-reset):not([class^="wpforms-"]) { bottom: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sub:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sup:not(.ignore-reset):not([class^="wpforms-"]) { font-size: 75%; line-height: 0; position: relative; vertical-align: baseline; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content p:not(.ignore-reset):not([class^="wpforms-"]) { margin: 0 0 5px; font-weight: inherit !important; letter-spacing: inherit !important; text-transform: inherit !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content span.fr-emoticon:not(.ignore-reset):not([class^="wpforms-"]) { vertical-align: middle !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content p:first-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-top: 0; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content p:last-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-bottom: 0; } @media screen and (min-width: 1px) and (max-width: 768px) { html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--top-right { right: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--top-left { left: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--bottom-right { right: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--bottom-left { left: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .Row .Row__content, html div#om-ludlgzuadn1nhcq8pny9 .om-row .Row__content { flex-direction: column; } html div#om-ludlgzuadn1nhcq8pny9 .Row .Row__content .Column, html div#om-ludlgzuadn1nhcq8pny9 .om-row .Row__content .om-column { width: 100% !important; } html div#om-ludlgzuadn1nhcq8pny9 .FieldsElement--horizontal button { width: 100% !important; } } @media screen and (min-width: 1px) and (max-width: 428px) {}</style><style id="om-ludlgzuadn1nhcq8pny9-CustomCSS" type="text/css"></style><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC losangeles-row losangeles-row-1 Row om-row"><div class="losangeles-row-content Row__content"><div class="losangeles-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="losangeles-column losangeles-col-1 Column om-column" style="display:inline-block;width:100%"><div class="losangeles-col-content Column__content" style="height:100%"><div class="losangeles-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="losangeles-element losangeles-ele-1 Element om-element"><div class="losangeles-ele-content Element__content"><div id="losangeles-ImageElement--wrapper--tYbJuAYPLUPhe3DKcOSw" class="losangeles-imge-wrapper losangeles-ImageElement--wrapper" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:-42px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0;overflow:visible;text-align:center;font-size:0"><div class="losangeles-imge-content losangeles-ImageElement--content"><img loading="lazy" alt="fried_egg.png" src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/07/062b9fe9a19e1658980128-fried_egg.webp" style="max-width:100%;height:auto;display:inline;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:solid;border-color:#ffffff;box-shadow:0px 0px 0px 0px #ffffff;opacity:1;width:9%" width="88" height="88"></div></div></div></div></div></div></div></div></div></div><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC losangeles-row losangeles-row-2 Row om-row"><div class="losangeles-row-content Row__content"><div class="losangeles-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:center;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="losangeles-column losangeles-col-1 Column om-column" style="display:inline-block;width:66.666%"><div class="losangeles-col-content Column__content" style="height:100%"><div class="losangeles-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:20px;padding-bottom:0px;padding-left:0px;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="losangeles-element losangeles-ele-1 Element om-element"><div class="losangeles-ele-content Element__content"><div class="losangeles-te-wrapper losangeles-TextElement--wrapper" id="losangeles-TextElement--wrapper--vWCEBOrIhgFgfhAenHBr" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="losangeles-te-content losangeles-TextElement--content" style="overflow-wrap:break-word;color:#000000;font-family: 'PT Sans',sans-serif;;font-weight:900;font-size:16px;text-transform:none;text-decoration:none;line-height:1;letter-spacing:0;font-style:normal;text-align:left"><p style="margin-bottom: -1em;"><span style="color: rgb(250, 197, 28); font-size: 15px; font-family: 'PT Sans',sans-serif;;"><span style="color: rgb(239, 239, 239); font-size: 26px; font-family: 'PT Sans',sans-serif;;"><strong>I like seeing marketing ideas I've never seen before</strong></span></span></p></div></div></div></div><div class="losangeles-element losangeles-ele-2 Element om-element"><div class="losangeles-ele-content Element__content"><div class="losangeles-te-wrapper losangeles-TextElement--wrapper" id="losangeles-TextElement--wrapper--DoFr7jLRv0TF2t2AJ0UL" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:10px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="losangeles-te-content losangeles-TextElement--content" style="overflow-wrap:break-word;color:#000000;font-family: 'PT Sans',sans-serif;;font-weight:500;font-size:16px;text-transform:none;text-decoration:none;line-height:1.4;letter-spacing:0;font-style:normal;text-align:left"><p><span style="color: rgb(250, 197, 28);"><strong>True or False?</strong> </span><strong>??</strong></p></div></div></div></div></div></div></div><div class="losangeles-column losangeles-col-2 Column om-column" style="display:inline-block;width:33.333%"><div class="losangeles-col-content Column__content" style="height:100%"><div class="losangeles-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="losangeles-element losangeles-ele-1 Element om-element"><div class="losangeles-ele-content Element__content"><div class="losangeles-yne-wrapper losangeles-YesNoElement--wrapper" id="losangeles-YesButtonElement--wrapper--UfLuuTwu5GPiDQ2IQJHh" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:5px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="losangeles-yne-content losangeles-YesNoElement--content"><div class="losangeles-be-wrapper losangeles-ButtonElement--wrapper" style="text-align:left"><div class="losangeles-be-content losangeles-ButtonElement--content"><button id="losangeles-YesButtonElement--UfLuuTwu5GPiDQ2IQJHh" name="losangeles-yesbutton--UfLuuTwu5GPiDQ2IQJHh" class="StyledIconButtonElement-sc-114x20d-0 ijZvnL losangeles-YesNo--Yes" title="Yup True!" value="Yup True!" aria-live="polite" type="button">Yup True!</button></div></div><div class="losangeles-be-wrapper losangeles-ButtonElement--wrapper" style="text-align:left"><div class="losangeles-be-content losangeles-ButtonElement--content"><button id="losangeles-NoButtonElement--UfLuuTwu5GPiDQ2IQJHh" name="losangeles-nobutton--UfLuuTwu5GPiDQ2IQJHh" class="StyledIconButtonElement-sc-114x20d-0 kTBdvW losangeles-YesNo--No" title="Nope not for me" value="Nope not for me" aria-live="polite" type="button">Nope not for me</button></div></div></div></div></div></div></div></div></div></div></div></div><div id="om-ludlgzuadn1nhcq8pny9-CustomJS" style="display:none"></div></div></div></div></div></div><style>.ijZvnL { background: rgba(153,152,142,0.83) !important; border-bottom-left-radius: 3px !important; border-bottom-right-radius: 3px !important; border-bottom-width: 0 !important; border-color: rgba(0,0,0,.35) !important; border-left-width: 0 !important; border-right-width: 0 !important; border-style: none !important; border-top-left-radius: 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}</style><style id="om-ludlgzuadn1nhcq8pny9-CampaignCSS" type="text/css">html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas *:not(.ignore-reset):not([class^="wpforms-"]) { box-sizing: border-box; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas .Element__content { min-height: 30px; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-c-canvas button:not(.ignore-reset):not([class^="wpforms-"]) { width: auto; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input:not([type="submit"]):not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper select:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper textarea:not(.ignore-reset):not([class^="wpforms-"]) { background-color: #fff; width: 100%; height: auto; border: 1px solid; padding: 10px 6px; overflow: hidden; margin: 0; vertical-align: middle; font-style: normal; width: 100%; line-height: 1.5; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper textarea:not(.ignore-reset):not([class^="wpforms-"]) { height: 60px; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper textarea:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input:not(.ignore-reset):not([class^="wpforms-"]) { overflow: hidden; -webkit-appearance: none; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input[type=submit]:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper button:not(.ignore-reset):not([class^="wpforms-"]) { cursor: pointer; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input[type=checkbox]:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input[type=radio]:not(.ignore-reset):not([class^="wpforms-"]) { width: auto !important; outline: invert none medium; padding: 0; margin: 0; height: auto !important; box-shadow: none; -webkit-box-shadow: none; -moz-box-shadow: none; display: inline; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input[type=checkbox]:not(.ignore-reset):not([class^="wpforms-"]) { -webkit-appearance: checkbox; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper input[type=radio]:not(.ignore-reset):not([class^="wpforms-"]) { -webkit-appearance: radio; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--vertical input:not(.ignore-reset) {} html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--horizontal button:not(.ignore-reset), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--horizontal input:not(.ignore-reset) {} html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper.FieldsElement--horizontal .FieldsElement--privacyText:not(.ignore-reset) {} html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper strong:not(.ignore-reset):not([class^="wpforms-"]) { font-weight: bolder; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper em:not(.ignore-reset):not([class^="wpforms-"]) { font-style: italic; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper ul:not(.ignore-reset):not([class^="wpforms-"]) { list-style-type: disc; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper ol:not(.ignore-reset):not([class^="wpforms-"]) { list-style: decimal; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sup:not(.ignore-reset):not([class^="wpforms-"]) { top: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sub:not(.ignore-reset):not([class^="wpforms-"]) { bottom: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sub:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper sup:not(.ignore-reset):not([class^="wpforms-"]) { font-size: 75%; line-height: 0; position: relative; vertical-align: baseline; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper p:not(.ignore-reset):not([class^="wpforms-"]) { margin: 0 0 5px; font-weight: inherit !important; line-height: inherit !important; letter-spacing: inherit !important; text-transform: inherit !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper p:first-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-top: 0; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-FieldsElement--wrapper p:last-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-bottom: 0; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content strong:not(.ignore-reset):not([class^="wpforms-"]) { font-weight: bolder; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content em:not(.ignore-reset):not([class^="wpforms-"]) { font-style: italic; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content ul:not(.ignore-reset):not([class^="wpforms-"]) { list-style-type: disc; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content ol:not(.ignore-reset):not([class^="wpforms-"]) { list-style: decimal; margin: 1em 0 1em 1.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sup:not(.ignore-reset):not([class^="wpforms-"]) { top: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sub:not(.ignore-reset):not([class^="wpforms-"]) { bottom: -0.5em; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sub:not(.ignore-reset):not([class^="wpforms-"]), html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content sup:not(.ignore-reset):not([class^="wpforms-"]) { font-size: 75%; line-height: 0; position: relative; vertical-align: baseline; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content p:not(.ignore-reset):not([class^="wpforms-"]) { margin: 0 0 5px; font-weight: inherit !important; letter-spacing: inherit !important; text-transform: inherit !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content span.fr-emoticon:not(.ignore-reset):not([class^="wpforms-"]) { vertical-align: middle !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content p:first-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-top: 0; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-TextElement--content p:last-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-bottom: 0; } @media screen and (min-width: 1px) and (max-width: 768px) { html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--top-right { right: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--top-left { left: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--bottom-right { right: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .losangeles-ClosePosition--bottom-left { left: 0 !important; } html div#om-ludlgzuadn1nhcq8pny9 .Row .Row__content, html div#om-ludlgzuadn1nhcq8pny9 .om-row .Row__content { flex-direction: column; } html div#om-ludlgzuadn1nhcq8pny9 .Row .Row__content .Column, html div#om-ludlgzuadn1nhcq8pny9 .om-row .Row__content .om-column { width: 100% !important; } html div#om-ludlgzuadn1nhcq8pny9 .FieldsElement--horizontal button { width: 100% !important; } } @media screen and (min-width: 1px) and (max-width: 428px) {}</style><style id="om-ludlgzuadn1nhcq8pny9-CustomCSS" type="text/css"></style><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC losangeles-row losangeles-row-1 Row om-row"><div class="losangeles-row-content Row__content"><div class="losangeles-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="losangeles-column losangeles-col-1 Column om-column" style="display:inline-block;width:100%"><div class="losangeles-col-content Column__content" style="height:100%"><div class="losangeles-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="losangeles-element losangeles-ele-1 Element om-element"><div class="losangeles-ele-content Element__content"><div id="losangeles-ImageElement--wrapper--vnkqw3MksZrXEaaEllkz" class="losangeles-imge-wrapper losangeles-ImageElement--wrapper" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:-42px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0;overflow:visible;text-align:center;font-size:0"><div class="losangeles-imge-content losangeles-ImageElement--content"><img loading="lazy" alt="fried_egg.png" src="https://a.omappapi.com/users/0e52f7b8c2d3/images/062b9fe9a19e1658980128-fried_egg.png" style="max-width:100%;height:auto;display:inline;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-style:solid;border-color:#ffffff;box-shadow:0px 0px 0px 0px #ffffff;opacity:1;width:9%" width="88" height="88"></div></div></div></div></div></div></div></div></div></div><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC losangeles-row losangeles-row-2 Row om-row"><div class="losangeles-row-content Row__content"><div class="losangeles-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:center;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="losangeles-column losangeles-col-1 Column om-column" style="display:inline-block;width:66.666%"><div class="losangeles-col-content Column__content" style="height:100%"><div class="losangeles-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:20px;padding-bottom:0px;padding-left:0px;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="losangeles-element losangeles-ele-1 Element om-element"><div class="losangeles-ele-content Element__content"><div class="losangeles-te-wrapper losangeles-TextElement--wrapper" id="losangeles-TextElement--wrapper--UJyhtb57KCnt5HBgvuyg" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="losangeles-te-content losangeles-TextElement--content" style="overflow-wrap:break-word;color:#000000;font-family: 'PT Sans',sans-serif;;font-weight:900;font-size:16px;text-transform:none;text-decoration:none;line-height:1;letter-spacing:0;font-style:normal;text-align:left"><p style="margin-bottom: -1em;"><span style="color: rgb(255, 255, 255); font-size: 28px; font-family: 'PT Sans',sans-serif;;" id="step-2-title">Then you are in the right place.</span></p></div></div></div></div><div class="losangeles-element losangeles-ele-2 Element om-element"><div class="losangeles-ele-content Element__content"><div class="losangeles-te-wrapper losangeles-TextElement--wrapper" id="losangeles-TextElement--wrapper--S9N11wKnuVltQhNqYNpD" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:10px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="losangeles-te-content losangeles-TextElement--content" style="overflow-wrap:break-word;color:#000000;font-family: 'PT Sans',sans-serif;;font-weight:500;font-size:16px;text-transform:none;text-decoration:none;line-height:1.4;letter-spacing:0;font-style:normal;text-align:left"><p><span style="color: rgb(250, 197, 28); font-size: 18px; font-family: 'PT Sans',sans-serif;;" id="step-2-text">Receive 1 unique conversions idea in your inbox every week. Interested?</span></p></div></div></div></div></div></div></div><div class="losangeles-column losangeles-col-2 Column om-column" style="display:inline-block;width:33.333%"><div class="losangeles-col-content Column__content" style="height:100%"><div class="losangeles-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="losangeles-element losangeles-ele-1 Element om-element"><div class="losangeles-ele-content Element__content"><div class="losangeles-fe-wrapper losangeles-FieldsElement--wrapper FieldsElement--vertical" id="losangeles-FieldsElement--wrapper--c95ptRp3rKvNcN638ytS" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="losangeles-fe-content losangeles-FieldsElement--content" style="display:block;flex-wrap:wrap;position:relative" data-recaptcha-enabled="true" data-error-style="{"color":"#aa6463","fontFamily":"Arial","fontWeight":600,"fontSize":"14px","textTransform":"none","textDecoration":"none","lineHeight":"20px","letterSpacing":"0","fontStyle":"normal","marginTop":"0px","marginRight":"0px","marginLeft":"0px","marginBottom":"10px","textAlign":"left","paddingTop":"12px","paddingRight":"12px","paddingBottom":"12px","paddingLeft":"12px","borderRadius":"3px","background":"#ffefef","borderTopWidth":"2px","borderRightWidth":"2px","borderBottomWidth":"2px","borderLeftWidth":"2px","borderStyle":"solid","borderColor":"#f99","width":"100%","borderBottomLeftRadius":"0px","borderBottomRightRadius":"0px","borderTopLeftRadius":"0px","borderTopRightRadius":"0px"}"><span class="VisuallyHidden__Wrapper-sc-1t41di1-0 ilhvcZ"><input data-hj-allow type="text" aria-hidden="true" aria-label="For internal use only" id="losangeles-field-comments" name="losangeles-comments" class="losangeles-field-comments" placeholder="" autocomplete="off" value=""></span><label for="losangeles-field-name" class="FieldsElement__LabelElement-uzeler-1 jOIiqJ">Name</label><input data-hj-allow type="text" id="losangeles-field-name" name="losangeles-name" class="FieldsElement__InputElement-uzeler-0 bUQJPD losangeles-field-name" placeholder="First name" style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-top-left-radius:3px;border-top-right-radius:3px;border-bottom-right-radius:3px;border-bottom-left-radius:3px;margin-top:0px;margin-right:0px;margin-bottom:10px;margin-left:0px;padding-top:10px;padding-right:12px;padding-bottom:10px;padding-left:12px;color:#60656f;font-family: 'PT Sans',sans-serif;;font-weight:400;font-size:17px;text-transform:none;text-decoration:none;line-height:1;letter-spacing:0;font-style:normal;background:#f2f7ff;box-shadow:none;border-style:none;border-color:rgba(0,0,0,.35);display:block;max-width:100%;width:100%" tabindex="1" required="" data-name="Name" data-error="The Name field is 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html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas hgroup, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas menu, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas nav, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas output, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas ruby, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas section, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas summary, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas time, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas mark, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas audio, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas video, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas i:not(.fa):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas object { margin: 0; padding: 0; border: 0; font-size: 100%; font: inherit; vertical-align: baseline; } html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas div.Campaign__content, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas div.Column__content, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas div.Element__content, html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas div.Row__content { margin: 0; border: 0; font-size: 100%; font: inherit; vertical-align: baseline; }</style><style id="om-nkf06pfm4j4qq7elntdt-CampaignCSS" type="text/css">html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas *:not(.ignore-reset):not([class^="wpforms-"]) { box-sizing: border-box; } html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas .Element__content { min-height: 30px; } html div#om-nkf06pfm4j4qq7elntdt .toledo-c-canvas button:not(.ignore-reset):not([class^="wpforms-"]) { width: auto; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input:not([type="submit"]):not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper select:not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper textarea:not(.ignore-reset):not([class^="wpforms-"]) { background-color: #fff; width: 100%; height: auto; border: 1px solid; padding: 10px 6px; overflow: hidden; margin: 0; vertical-align: middle; font-style: normal; width: 100%; line-height: 1.5; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper textarea:not(.ignore-reset):not([class^="wpforms-"]) { height: 60px; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper textarea:not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input:not(.ignore-reset):not([class^="wpforms-"]) { overflow: hidden; -webkit-appearance: none; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input[type=submit]:not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper button:not(.ignore-reset):not([class^="wpforms-"]) { cursor: pointer; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input[type=checkbox]:not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input[type=radio]:not(.ignore-reset):not([class^="wpforms-"]) { width: auto !important; outline: invert none medium; padding: 0; margin: 0; height: auto !important; box-shadow: none; -webkit-box-shadow: none; -moz-box-shadow: none; display: inline; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input[type=checkbox]:not(.ignore-reset):not([class^="wpforms-"]) { -webkit-appearance: checkbox; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper input[type=radio]:not(.ignore-reset):not([class^="wpforms-"]) { -webkit-appearance: radio; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper.FieldsElement--vertical input:not(.ignore-reset) {} html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper.FieldsElement--horizontal button:not(.ignore-reset), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper.FieldsElement--horizontal input:not(.ignore-reset) {} html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper.FieldsElement--horizontal .FieldsElement--privacyText:not(.ignore-reset) {} html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper strong:not(.ignore-reset):not([class^="wpforms-"]) { font-weight: bolder; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper em:not(.ignore-reset):not([class^="wpforms-"]) { font-style: italic; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper ul:not(.ignore-reset):not([class^="wpforms-"]) { list-style-type: disc; margin: 1em 0 1em 1.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper ol:not(.ignore-reset):not([class^="wpforms-"]) { list-style: decimal; margin: 1em 0 1em 1.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper sup:not(.ignore-reset):not([class^="wpforms-"]) { top: -0.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper sub:not(.ignore-reset):not([class^="wpforms-"]) { bottom: -0.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper sub:not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper sup:not(.ignore-reset):not([class^="wpforms-"]) { font-size: 75%; line-height: 0; position: relative; vertical-align: baseline; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper p:not(.ignore-reset):not([class^="wpforms-"]) { margin: 0 0 5px; font-weight: inherit !important; line-height: inherit !important; letter-spacing: inherit !important; text-transform: inherit !important; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper p:first-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-top: 0; } html div#om-nkf06pfm4j4qq7elntdt .toledo-FieldsElement--wrapper p:last-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-bottom: 0; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content strong:not(.ignore-reset):not([class^="wpforms-"]) { font-weight: bolder; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content em:not(.ignore-reset):not([class^="wpforms-"]) { font-style: italic; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content ul:not(.ignore-reset):not([class^="wpforms-"]) { list-style-type: disc; margin: 1em 0 1em 1.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content ol:not(.ignore-reset):not([class^="wpforms-"]) { list-style: decimal; margin: 1em 0 1em 1.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content sup:not(.ignore-reset):not([class^="wpforms-"]) { top: -0.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content sub:not(.ignore-reset):not([class^="wpforms-"]) { bottom: -0.5em; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content sub:not(.ignore-reset):not([class^="wpforms-"]), html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content sup:not(.ignore-reset):not([class^="wpforms-"]) { font-size: 75%; line-height: 0; position: relative; vertical-align: baseline; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content p:not(.ignore-reset):not([class^="wpforms-"]) { margin: 0 0 5px; font-weight: inherit !important; letter-spacing: inherit !important; text-transform: inherit !important; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content span.fr-emoticon:not(.ignore-reset):not([class^="wpforms-"]) { vertical-align: middle !important; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content p:first-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-top: 0; } html div#om-nkf06pfm4j4qq7elntdt .toledo-TextElement--content p:last-of-type:not(.ignore-reset):not([class^="wpforms-"]) { margin-bottom: 0; } @media screen and (min-width: 1px) and (max-width: 768px) { html div#om-nkf06pfm4j4qq7elntdt .toledo-ClosePosition--top-right { right: 0 !important; } html div#om-nkf06pfm4j4qq7elntdt .toledo-ClosePosition--top-left { left: 0 !important; } html div#om-nkf06pfm4j4qq7elntdt .toledo-ClosePosition--bottom-right { right: 0 !important; } html div#om-nkf06pfm4j4qq7elntdt .toledo-ClosePosition--bottom-left { left: 0 !important; } html div#om-nkf06pfm4j4qq7elntdt .Row .Row__content, html div#om-nkf06pfm4j4qq7elntdt .om-row .Row__content { flex-direction: column; } html div#om-nkf06pfm4j4qq7elntdt .Row .Row__content .Column, html div#om-nkf06pfm4j4qq7elntdt .om-row .Row__content .om-column { width: 100% !important; } html div#om-nkf06pfm4j4qq7elntdt .FieldsElement--horizontal button { width: 100% !important; } } @media screen and (min-width: 1px) and (max-width: 428px) {}</style><style id="om-nkf06pfm4j4qq7elntdt-CustomCSS" type="text/css"></style><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC toledo-row toledo-row-1 Row om-row"><div class="toledo-row-content Row__content"><div class="toledo-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="toledo-column toledo-col-1 Column om-column" style="display:inline-block;width:100%"><div class="toledo-col-content Column__content" style="height:100%"><br><img loading="lazy" src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/08/Rishi-Pointer.png" style="max-width: 100%; display: block; margin: 0 auto;"><style>[src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/08/Rishi-Pointer.png"] { margin-top: 60px !important; max-height: 25vh; } @media (max-height: 520px) { [src="https://frictionlessco.wpengine.com/wp-content/uploads/2023/08/Rishi-Pointer.png"] { display: none !important; } }</style></div></div></div></div></div><style>@media (max-width: 750px) { .optin-monster-close { position: fixed; z-index: 1000000; width: 100%; font-size: 1.2em; border: 0; padding: 8px; right: 0 !important; top: 0; background: #fff; border-bottom: solid #000; color: #000; height: 45px; } .optin-monster-close svg { display: none; } .optin-monster-close::before { content: "× Close"; } } @media (min-width: 750px) { .optin-monster-close { padding: var(--fc-close-button-padding, 0); cursor: pointer; z-index: 9999999999999999999; border: none; line-height: 0; background: transparent; position: fixed; left: calc(50vw + var(--fc-lightbox-width) / 2); transform: translateX(-100%); min-width: unset; box-shadow: unset; } .optin-monster-close svg { width: 20px; fill: var(--fc-accent); } } /* Mobile */ @media (max-width: 750px) { .optin-monster-close { position: fixed; z-index: 1000000; width: 100%; font-size: 1.2em; border: 0; padding: 8px; left: 0; top: 0; margin-top: 0; background: #000; border-bottom: solid #fff; color: #fff; height: 45px; border-radius: 4px 4px 0 0; animation-name: fcSlideIn; animation-iteration-count: 1; animation-timing-function: linear; animation-duration: 0.3s; } .fc-lightbox.fc-fade-out > .optin-monster-close { animation-name: fcSlideOut; animation-iteration-count: 1; animation-timing-function: linear; animation-duration: 0.3s; } .optin-monster-close svg { display: none; } .optin-monster-close::before { content: "× Close"; } }</style><button class="optin-monster-close" aria-label="Close"><svg xmlns="https://www.w3.org/2000/svg" viewBox="0 0 24 24"><path d="M390,308l-7.72,7.72-2.63-2.63,7.72-7.72-8.27-8.27,2.8-2.8,8.27,8.27,7.72-7.72,2.63,2.63-7.72,7.72,8.27,8.27-2.8,2.8Z" transform="translate(-379.1 -294.3)"></path></svg></button><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC toledo-row toledo-row-2 Row om-row"><div class="toledo-row-content Row__content"><div class="toledo-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="toledo-column toledo-col-1 Column om-column" style="display:inline-block;width:100%"><div class="toledo-col-content Column__content" style="height:100%"><div class="toledo-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="toledo-element toledo-ele-1 Element om-element"><div class="toledo-ele-content Element__content"><div class="toledo-te-wrapper toledo-TextElement--wrapper" id="toledo-TextElement--wrapper--yguSlYcdinSdTozV9b6y" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:20px;margin-right:20px;margin-bottom:0px;margin-left:20px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="toledo-te-content toledo-TextElement--content" style="overflow-wrap:break-word;color:#fff;font-family: 'PT Sans',sans-serif;;font-weight:500;font-size:16px;text-transform:none;text-decoration:none;line-height:1.2;letter-spacing:0;font-style:normal;text-align:left"><p style="text-align: center; font-size: 26px; margin-bottom: 16px;">We use a <strong>specific</strong> copywriting formula to convert new shoppers to a site.</p><p style="text-align: center; margin-bottom: 12px;"><span style="color: rgb(255,255,255);font-size: 16px;font-family: 'PT Sans',sans-serif;;">Each week we'll email you an example to your inbox. Interested?</span></p></div></div></div></div></div></div></div></div></div></div><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC toledo-row toledo-row-3 Row om-row"><div class="toledo-row-content Row__content"><div class="toledo-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="toledo-column toledo-col-1 Column om-column" style="display:inline-block;width:100%"><div class="toledo-col-content Column__content" style="height:100%"><div class="toledo-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-right:0px;margin-bottom:0px;margin-left:0px;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="toledo-element toledo-ele-2 Element om-element"><div class="toledo-ele-content Element__content"><div class="toledo-be-wrapper toledo-ButtonElement--wrapper" id="toledo-ButtonElement--wrapper--QnInJFIU4DT8P7IbAxbq" style="text-align:left;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:5px;padding-right:5px;padding-bottom:5px;padding-left:5px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="toledo-be-content toledo-ButtonElement--content"><button id="toledo-ButtonElement--QnInJFIU4DT8P7IbAxbq" name="toledo-button--QnInJFIU4DT8P7IbAxbq" class="StyledIconButtonElement-sc-114x20d-0 boMxjc toledo-field-button" title=" No Thanks" value=" No Thanks" aria-live="polite" type="button" tabindex="0" style="color: #fff !important;font-size: 16px !important;">No Thanks</button></div></div></div></div><br><div class="toledo-element toledo-ele-1 Element om-element"><div class="toledo-ele-content Element__content"><div class="toledo-fe-wrapper toledo-FieldsElement--wrapper FieldsElement--vertical" id="toledo-FieldsElement--wrapper--bEVMFUnNpj01R289MUSW" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0;border-right-width:0;border-bottom-width:0;border-left-width:0;padding-top:0%;padding-right:12%;padding-bottom:0%;padding-left:12%;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="toledo-fe-content toledo-FieldsElement--content" style="display:block;flex-wrap:wrap;position:relative" data-recaptcha-enabled="true" data-error-style="{"color":"#aa6463","fontFamily":"Arial","fontWeight":600,"fontSize":"14px","textTransform":"none","textDecoration":"none","lineHeight":"20px","letterSpacing":"0","fontStyle":"normal","marginTop":"0px","marginRight":"0px","marginLeft":"0px","marginBottom":"10px","textAlign":"left","paddingTop":"12px","paddingRight":"12px","paddingBottom":"12px","paddingLeft":"12px","borderRadius":"3px","background":"#ffefef","borderTopWidth":"2px","borderRightWidth":"2px","borderBottomWidth":"2px","borderLeftWidth":"2px","borderStyle":"solid","borderColor":"#f99","width":"100%","borderBottomLeftRadius":"0px","borderBottomRightRadius":"0px","borderTopLeftRadius":"0px","borderTopRightRadius":"0px"}"><span class="VisuallyHidden__Wrapper-sc-1t41di1-0 ilhvcZ"><input data-hj-allow type="text" aria-hidden="true" aria-label="For internal use only" id="toledo-field-comments" name="toledo-comments" class="toledo-field-comments" placeholder="" autocomplete="off" value=""></span><label for="toledo-field-name" class="FieldsElement__LabelElement-uzeler-1 jOIiqJ">Name</label><input data-hj-allow type="text" id="toledo-field-name" name="toledo-name" class="FieldsElement__InputElement-uzeler-0 blqrKb toledo-field-name" placeholder="First name..." style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;margin-top:0px;margin-right:0px;margin-bottom:10px;margin-left:0px;padding-top:15px;padding-right:12px;padding-bottom:15px;padding-left:12px;color:#484848;font-family: 'PT Sans',sans-serif;;font-weight:400;font-size:20px;text-transform:none;text-decoration:none;line-height:1;letter-spacing:0;font-style:normal;background:#ffffff;box-shadow:none;border-style:none;border-color:rgba(0,0,0,.35);display:block;max-width:100%;width:100%" tabindex="0" required="" data-name="Name" data-error="The Name field is required." aria-label="Name" autocomplete="on" value="" aria-live="polite"> <label for="toledo-field-email" class="FieldsElement__LabelElement-uzeler-1 jOIiqJ"></label><input data-hj-allow type="email" id="toledo-field-email" name="toledo-email" class="FieldsElement__InputElement-uzeler-0 blqrKb toledo-field-email" placeholder="Email..." style="border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;margin-top:0px;margin-right:0px;margin-bottom:10px;margin-left:0px;padding-top:15px;padding-right:12px;padding-bottom:15px;padding-left:12px;color:#484848;font-family: 'PT Sans',sans-serif;;font-weight:400;font-size:20px;text-transform:none;text-decoration:none;line-height:1;letter-spacing:0;font-style:normal;background:#ffffff;box-shadow:none;border-style:none;border-color:rgba(0,0,0,.35);display:block;max-width:100%;width:100%" aria-live="polite" tabindex="0" required="" data-name="Email Address" data-error="The Email field is required." autocomplete="on" value=""><div id="toledo-FieldsElementButtonWrapper--bEVMFUnNpj01R289MUSW" class="toledo-feb-wrapper toledo-ButtonElement--wrapper" style="text-align:left"><div class="toledo-feb-content toledo-ButtonElement--content"><button id="toledo-FieldsElementButton--bEVMFUnNpj01R289MUSW" name="toledo-submit" class="StyledIconButtonElement-sc-114x20d-0 FieldsElementButton__InputElement-eeqzeo-0 cCQVmI toledo-field-submit" title="Submit" value="Submit" aria-live="polite" type="submit" tabindex="0">Let's Go</button></div></div></div></div></div></div></div></div></div></div></div></div><div id="om-nkf06pfm4j4qq7elntdt-CustomJS" style="display:none"></div></div></div></div></div></div><style data-styled="true" data-styled-version="5.1.1">#optin-monster-mobile-blog-step-1 .toledo-c-content:has(input:focus) :is(img, p, [title=" No Thanks"]) { display: none !important; } .boMxjc { background: transparent !important; border-bottom-left-radius: 0 !important; border-bottom-right-radius: 0 !important; border-bottom-width: 0 !important; border-color: rgba(0,0,0,.35) !important; border-left-width: 0 !important; border-right-width: 0 !important; border-style: none !important; border-top-left-radius: 0 !important; border-top-right-radius: 0 !important; border-top-width: 0 !important; box-shadow: 0 0 0 0 #ffffff !important; color: rgba(255,255,255,0.84) !important; font-family: 'PT Sans',sans-serif; font-size: 14px !important; font-weight: 400 !important; -webkit-letter-spacing: 0 !important; -moz-letter-spacing: 0 !important; -ms-letter-spacing: 0 !important; letter-spacing: 0 !important; line-height: 1 !important; max-width: 100% !important; padding: 0 !important; text-transform: none !important; -webkit-text-decoration: underline !important; text-decoration: underline !important; font-style: normal !important; width: 100% !important; cursor: pointer; } /*!sc*/ .boMxjc.withIcon { display: -webkit-inline-box; display: -webkit-inline-flex; display: -ms-inline-flexbox; display: inline-flex; -webkit-box-pack: center; -webkit-justify-content: center; -ms-flex-pack: center; justify-content: center; -webkit-align-items: center; -webkit-box-align: center; -ms-flex-align: center; align-items: center; -ms-flex-direction: row; -webkit-flex-direction: row; -ms-flex-direction: row; flex-direction: row; } /*!sc*/ .boMxjc.withIcon.is-editing-hover, .boMxjc.withIcon:focus, .boMxjc.withIcon:hover { -ms-flex-direction: row; -webkit-flex-direction: row; -ms-flex-direction: row; flex-direction: row; } /*!sc*/ .boMxjc .toledo-icon--QnInJFIU4DT8P7IbAxbq { color: rgba(255,255,255,0.84) !important; margin-right: NaNpx !important; } /*!sc*/ .boMxjc .toledo-hover-icon--QnInJFIU4DT8P7IbAxbq { display: none !important; color: #ffffff !important; margin-right: NaNpx !important; } /*!sc*/ .boMxjc.is-editing-hover, .boMxjc:focus, .boMxjc:hover { background: transparent !important; box-shadow: 0 0 0 0 #ffffff !important; color: #ffffff !important; font-family: 'PT Sans',sans-serif; font-size: 14px !important; font-weight: 400 !important; -webkit-letter-spacing: 0 !important; -moz-letter-spacing: 0 !important; -ms-letter-spacing: 0 !important; letter-spacing: 0 !important; line-height: 1 !important; text-transform: none !important; -webkit-text-decoration: underline !important; text-decoration: underline !important; font-style: normal !important; border-bottom-left-radius: 0 !important; border-bottom-right-radius: 0 !important; border-bottom-width: 0 !important; border-color: rgba(0,0,0,.35) !important; border-left-width: 0 !important; border-right-width: 0 !important; border-style: none !important; border-top-left-radius: 0 !important; border-top-right-radius: 0 !important; border-top-width: 0 !important; } /*!sc*/ .boMxjc.is-editing-hover .toledo-hover-icon--QnInJFIU4DT8P7IbAxbq, .boMxjc:focus .toledo-hover-icon--QnInJFIU4DT8P7IbAxbq, .boMxjc:hover .toledo-hover-icon--QnInJFIU4DT8P7IbAxbq { display: inline-block !important; } /*!sc*/ .boMxjc.is-editing-hover .toledo-icon--QnInJFIU4DT8P7IbAxbq, .boMxjc:focus .toledo-icon--QnInJFIU4DT8P7IbAxbq, .boMxjc:hover .toledo-icon--QnInJFIU4DT8P7IbAxbq { display: none !important; } /*!sc*/ data-styled.g1[id="StyledIconButtonElement-sc-114x20d-0"] { content: "boMxjc,"; } /*!sc*/ .ilhvcZ { border: 0; -webkit-clip: rect(0,0,0,0); clip: rect(0,0,0,0); height: 1px; margin: -1px; overflow: hidden; padding: 0; position: absolute; white-space: nowrap; width: 1px; } /*!sc*/ data-styled.g18[id="VisuallyHidden__Wrapper-sc-1t41di1-0"] { content: "ilhvcZ,"; } /*!sc*/ .ccRSXc .ModalV2__Content--header { -webkit-align-items: center; -webkit-box-align: center; -ms-flex-align: center; align-items: center; display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; -webkit-box-pack: end; -webkit-justify-content: flex-end; -ms-flex-pack: end; justify-content: flex-end; line-height: 1; padding: 10px 10px 10px 20px; width: 100%; } /*!sc*/ .ccRSXc .ModalV2__Content--header-close { color: #9fb5da; cursor: pointer; display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; padding: 10px; } /*!sc*/ .ccRSXc .ModalV2__Content--content { height: 100%; overflow: auto; padding: 0 50px 50px; width: 100%; } /*!sc*/ .ccRSXc .ModalV2__Content { background-color: #fff; border-radius: 4px; border: none; box-shadow: 0 0 18px 6px rgba(35,48,70,0.25); display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; -webkit-flex-direction: column; -ms-flex-direction: column; flex-direction: column; max-width: 650px; outline: none; overflow: auto; width: 100%; } /*!sc*/ .ccRSXc .ModalV2__Content p { line-height: 1.4; } /*!sc*/ .ccRSXc .ModalV2__Content p a { color: #0d82df; font-weight: bold; -webkit-text-decoration: underline; text-decoration: underline; } /*!sc*/ .ccRSXc .ModalV2__Overlay { -webkit-align-items: center; -webkit-box-align: center; -ms-flex-align: center; align-items: center; background-color: rgba(255,255,255,0.8); bottom: 0; display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; -webkit-box-pack: center; -webkit-justify-content: center; -ms-flex-pack: center; justify-content: center; left: 0; position: fixed; right: 0; top: 0; z-index: 1010; } /*!sc*/ data-styled.g83[id="ModalV2__StyledModal-sc-1yn120z-0"] { content: "ccRSXc,"; } /*!sc*/ .gMyobI * { box-sizing: border-box; } /*!sc*/ .gMyobI .ModalV2__Content--header { height: 60px; padding: 20px 40px; -webkit-box-pack: justify; -webkit-justify-content: space-between; -ms-flex-pack: justify; justify-content: space-between; } /*!sc*/ .gMyobI .ModalV2__Content--header-content { font-size: 20px; font-weight: 700; display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; } /*!sc*/ .gMyobI .ModalV2__Content--header-content svg { margin-right: 8px; } /*!sc*/ .gMyobI .ModalV2__Content--header-close { background-color: transparent; border: none; padding: 0; } /*!sc*/ .gMyobI .ModalV2__Content--header-close svg { width: 14px; height: 14px; } /*!sc*/ .gMyobI .ModalV2__Content--content { padding: 20px 40px; } /*!sc*/ .gMyobI .ModalV2__Content { max-width: 570px; max-height: 80%; } /*!sc*/ data-styled.g84[id="Modal__StyledModal-sc-1vmqztf-0"] { content: "gMyobI,"; } /*!sc*/ .lpoqEL * { box-sizing: border-box; } /*!sc*/ .lpoqEL .ModalV2__Content--header { height: 40px; padding: 20px 20px 10px; -webkit-box-pack: end; -webkit-justify-content: flex-end; -ms-flex-pack: end; justify-content: flex-end; } /*!sc*/ .lpoqEL .ModalV2__Content--header-close { background-color: transparent; border: none; padding: 0; } /*!sc*/ .lpoqEL .ModalV2__Content--header-close svg { width: 14px; height: 14px; } /*!sc*/ .lpoqEL .ModalV2__Content--content { padding: 0 60px 40px; } /*!sc*/ .lpoqEL .ModalV2__Content { max-height: 80%; max-width: 570px; min-width: 500px; width: 570px; } /*!sc*/ data-styled.g85[id="WhiteModal__StyledModal-sc-147xomf-0"] { content: "lpoqEL,"; } /*!sc*/ .cCQVmI { background: #f2d147 !important; border-bottom-left-radius: 0 !important; border-bottom-right-radius: 0 !important; border-bottom-width: 0 !important; border-color: rgba(0,0,0,.35) !important; border-left-width: 0 !important; border-right-width: 0 !important; border-style: none !important; border-top-left-radius: 0 !important; border-top-right-radius: 0 !important; border-top-width: 0 !important; box-shadow: 0 0 0 0 #ffffff !important; color: #000000 !important; font-family: 'PT Sans',sans-serif; font-size: 16px !important; font-weight: 600 !important; -webkit-letter-spacing: 0 !important; -moz-letter-spacing: 0 !important; -ms-letter-spacing: 0 !important; letter-spacing: 0 !important; line-height: 1 !important; margin: 0 !important; max-width: 100% !important; padding: 12px 12px !important; text-transform: none !important; -webkit-text-decoration: none !important; text-decoration: none !important; font-style: normal !important; width: 100% !important; cursor: pointer; } /*!sc*/ .cCQVmI.withIcon { display: -webkit-inline-box; display: -webkit-inline-flex; display: -ms-inline-flexbox; display: inline-flex; -webkit-box-pack: center; -webkit-justify-content: center; -ms-flex-pack: center; justify-content: center; -webkit-align-items: center; -webkit-box-align: center; -ms-flex-align: center; align-items: center; -ms-flex-direction: row; -webkit-flex-direction: row; -ms-flex-direction: row; flex-direction: row; } /*!sc*/ .cCQVmI.withIcon.is-editing-hover, .cCQVmI.withIcon:focus, .cCQVmI.withIcon:hover { -ms-flex-direction: row; -webkit-flex-direction: row; -ms-flex-direction: row; flex-direction: row; } /*!sc*/ .cCQVmI .toledo-submit-icon--bEVMFUnNpj01R289MUSW { color: #000000 !important; margin-right: NaNpx !important; } /*!sc*/ .cCQVmI .toledo-hover-submit-icon--bEVMFUnNpj01R289MUSW { display: none !important; color: #ffffff !important; margin-right: NaNpx !important; } /*!sc*/ .cCQVmI.is-editing-hover, .cCQVmI:focus, .cCQVmI:hover { background: #ced2d3 !important; box-shadow: 0 0 0 0 #ffffff !important; color: #ffffff !important; font-family: 'PT Sans',sans-serif; font-size: 20px !important; font-weight: 600 !important; -webkit-letter-spacing: 0 !important; -moz-letter-spacing: 0 !important; -ms-letter-spacing: 0 !important; letter-spacing: 0 !important; line-height: 1 !important; text-transform: none !important; -webkit-text-decoration: none !important; text-decoration: none !important; font-style: normal !important; border-bottom-left-radius: 0 !important; border-bottom-right-radius: 0 !important; border-bottom-width: 0 !important; border-color: rgba(0,0,0,.35) !important; border-left-width: 0 !important; border-right-width: 0 !important; border-style: none !important; border-top-left-radius: 0 !important; border-top-right-radius: 0 !important; border-top-width: 0 !important; } /*!sc*/ .cCQVmI.is-editing-hover .toledo-hover-submit-icon--bEVMFUnNpj01R289MUSW, .cCQVmI:focus .toledo-hover-submit-icon--bEVMFUnNpj01R289MUSW, .cCQVmI:hover .toledo-hover-submit-icon--bEVMFUnNpj01R289MUSW { display: inline-block !important; } /*!sc*/ .cCQVmI.is-editing-hover .toledo-submit-icon--bEVMFUnNpj01R289MUSW, .cCQVmI:focus .toledo-submit-icon--bEVMFUnNpj01R289MUSW, .cCQVmI:hover .toledo-submit-icon--bEVMFUnNpj01R289MUSW { display: none !important; } /*!sc*/ .cCQVmI { margin-bottom: 0 !important; } /*!sc*/ .cCQVmI.is-editing-hover.optin-loader:after, .cCQVmI.is-editing-hover.optin-loader:before, .cCQVmI:focus.optin-loader:after, .cCQVmI:focus.optin-loader:before, .cCQVmI:hover.optin-loader:after, .cCQVmI:hover.optin-loader:before { border-color: #60656f; } /*!sc*/ .cCQVmI.optin-loader { position: relative; color: rgba(0,0,0,0) !important; } /*!sc*/ @-webkit-keyframes scale { from { -webkit-transform: scale(0); -ms-transform: scale(0); transform: scale(0); } to { -webkit-transform: scale(1); -ms-transform: scale(1); transform: scale(1); } } /*!sc*/ @keyframes scale { from { -webkit-transform: scale(0); -ms-transform: scale(0); transform: scale(0); } to { -webkit-transform: scale(1); -ms-transform: scale(1); transform: scale(1); } } /*!sc*/ @-webkit-keyframes opacity { from { opacity: 1; } to { opacity: 0; } } /*!sc*/ @keyframes opacity { from { opacity: 1; } to { opacity: 0; } } /*!sc*/ .cCQVmI.optin-loader:after, .cCQVmI.optin-loader:before { content: ''; position: absolute; border-width: 2px; border-style: solid; border-radius: 50%; border-color: #60656f; width: 26px; height: 26px; left: 50%; margin-left: -13px; top: 50%; margin-top: -13px; opacity: 0; -webkit-animation: scale 1.8s cubic-bezier(0.165,0.84,0.44,1), opacity 1.8s cubic-bezier(0.3,0.61,0.355,1); animation: scale 1.8s cubic-bezier(0.165,0.84,0.44,1), opacity 1.8s cubic-bezier(0.3,0.61,0.355,1); -webkit-animation-iteration-count: infinite; animation-iteration-count: infinite; } /*!sc*/ .cCQVmI.optin-loader:after { -webkit-animation-delay: 0.9s; animation-delay: 0.9s; } /*!sc*/ data-styled.g308[id="FieldsElementButton__InputElement-eeqzeo-0"] { content: "cCQVmI,"; } /*!sc*/ .blqrKb::-webkit-input-placeholder { color: #b1bacb; } /*!sc*/ .blqrKb::-moz-placeholder { color: #b1bacb; } /*!sc*/ .blqrKb:-ms-input-placeholder { color: #b1bacb; } /*!sc*/ .blqrKb::placeholder { color: #b1bacb; } /*!sc*/ .blqrKb:focus::-webkit-input-placeholder { color: #b1bacb; } /*!sc*/ .blqrKb:focus::-moz-placeholder { color: #b1bacb; } /*!sc*/ .blqrKb:focus:-ms-input-placeholder { color: #b1bacb; } /*!sc*/ .blqrKb:focus::placeholder { color: #b1bacb; } /*!sc*/ data-styled.g309[id="FieldsElement__InputElement-uzeler-0"] { content: "blqrKb,"; } /*!sc*/ .jOIiqJ { border: 0; -webkit-clip: rect(0 0 0 0); clip: rect(0 0 0 0); height: 1px; margin: -1px; overflow: hidden; padding: 0; position: absolute; width: 1px; } /*!sc*/ data-styled.g310[id="FieldsElement__LabelElement-uzeler-1"] { content: "jOIiqJ,"; } /*!sc*/ .kSOuyC { position: relative; } /*!sc*/ .kSOuyC .Row__content { display: -webkit-box; display: -webkit-flex; display: -ms-flexbox; display: flex; } /*!sc*/ data-styled.g509[id="Row__StyledRow-sc-3p43ya-0"] { content: "kSOuyC,"; } /*!sc*/</style></div><div id="optin-monster-mobile-blog-step-2" class="fc-hide toledo-campaign Campaign CampaignType--popup Campaign--css" style="border: 0px; float: none; letter-spacing: normal; outline: none; text-decoration: none; text-indent: 0px; text-shadow: none; text-transform: none; visibility: visible; line-height: 1; font-family: 'PT Sans',sans-serif;; box-shadow: none; -webkit-font-smoothing: antialiased; appearance: none; position: fixed; z-index: 888888888; inset: 0px; zoom: 1; width: 100%; height: 100%; margin: 0px; padding: 0px; overflow: hidden auto; background: rgb(0, 0, 0); opacity: 1;"><button class="CloseButton__ButtonElement-sc-79mh24-0 hhaWQF losangeles-CloseButton losangeles-close losangeles-ClosePosition--top-right" style="top:0;right:0;bottom:auto;left:auto" title="Close"><svg viewBox="0 0 1792 1792" style="display:block;height:24px;width:24px"><path d="M1490 1322q0 40-28 68l-136 136q-28 28-68 28t-68-28l-294-294-294 294q-28 28-68 28t-68-28l-136-136q-28-28-28-68t28-68l294-294-294-294q-28-28-28-68t28-68l136-136q28-28 68-28t68 28l294 294 294-294q28-28 68-28t68 28l136 136q28 28 28 68t-28 68l-294 294 294 294q28 28 28 68z"></path></svg></button><style>#optin-monster-mobile-blog-step-2 .losangeles-ClosePosition--top-right { top: 0; position: absolute; fill: #F2D147 !important; }</style><div id="om-nkf06pfm4j4qq7elntdt-optin" class="toledo-c-canvas Campaign__canvas" style="width: 100%; max-width: 700px; position: absolute; display: block; left: 0px; margin-bottom: 0px; transition: top 0.2s ease 0s, left 0.2s ease 0s, margin-bottom 0.2s ease 0s;" role="dialog" aria-live="polite"><div class="toledo-c-wrapper Campaign__innerWrapper" style="outline:none;position:relative" tabindex="0"><div class="toledo-c-alpha Campaign__alphaLayer" style="background:rgba(255, 255,255,0);border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;border-color:#b1bacb;border-style:none;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;box-shadow:0px 0px 0px 0px #ffffff;position:relative"><div class="toledo-c-bravo Campaign__bravoLayer"><div class="toledo-c-content Campaign__content" style="position:relative;width:100%;padding-top:0.0001em;padding-right:0.0001em;padding-left:0.0001em;padding-bottom:50px;background:none"><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC toledo-row toledo-row-1 Row om-row"><div class="toledo-row-content Row__content"><div class="toledo-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="toledo-column toledo-col-1 Column om-column" style="display:inline-block;width:100%"><div class="toledo-col-content Column__content" style="height:100%"><div class="toledo-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="toledo-element toledo-ele-1 Element om-element"><div class="toledo-ele-content Element__content"><div class="toledo-se-wrapper toledo-SpacerElement--wrapper" id="toledo-SpacerElement--wrapper--I7VfArTbtd2pVHP76EfK"><div class="toledo-se-content toledo-SpacerElement--content" style="border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:none;width:auto;max-width:100%;position:relative;z-index:0;height:50px"></div></div></div></div><div class="toledo-element toledo-ele-2 Element om-element"><div class="toledo-ele-content Element__content"><div class="toledo-te-wrapper toledo-TextElement--wrapper" id="toledo-TextElement--wrapper--Oy2Cg3bU3Lx2JmMYUWHN" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="toledo-te-content toledo-TextElement--content" style="overflow-wrap:break-word;color:#000000;font-family: 'PT Sans',sans-serif;;font-weight:700;font-size:16px;text-transform:none;text-decoration:none;line-height:1;letter-spacing:0;font-style:normal;text-align:left"><p style="text-align: left; margin-left: 40px;"><span style="color: #ffffff;font-size: 28px;font-family: 'PT Sans',sans-serif;;">See you Monday!</span></p></div></div></div></div></div></div></div></div></div></div><div class="Row__StyledRow-sc-3p43ya-0 kSOuyC toledo-row toledo-row-2 Row om-row"><div class="toledo-row-content Row__content"><div class="toledo-row-inner" style="display:flex;width:100%;flex-direction:inherit;align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0"><div class="toledo-column toledo-col-1 Column om-column" style="display:inline-block;width:100%"><div class="toledo-col-content Column__content" style="height:100%"><div class="toledo-col-inner" style="align-items:flex-start;background:transparent;border-style:solid;border-color:#000000;border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;box-shadow:0px 0px 0px 0px #ffffff;max-width:100%;z-index:0;height:100%"><div class="toledo-element toledo-ele-1 Element om-element"><div class="toledo-ele-content Element__content"><div class="toledo-te-wrapper toledo-TextElement--wrapper" id="toledo-TextElement--wrapper--yguSlYcdinSdTozV9b6y" style="border-top-left-radius:0%;border-top-right-radius:0%;border-bottom-right-radius:0%;border-bottom-left-radius:0%;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:20px;margin-right:20px;margin-bottom:0px;margin-left:20px;background:transparent;border-style:solid;border-color:#000000;box-shadow:0px 0px 0px 0px #ffffff;width:auto;max-width:100%;position:relative;z-index:0"><div class="toledo-te-content toledo-TextElement--content" style="overflow-wrap:break-word;color:#000000;font-family: 'PT Sans',sans-serif;;font-weight:500;font-size:16px;text-transform:none;text-decoration:none;line-height:1.2;letter-spacing:0;font-style:normal;text-align:left"><p style="margin-left: 20px;"><span style="color: rgb(255,255,255);font-size: 20px;font-family: 'PT Sans',sans-serif;;">Check your inbox to confirm your subscription. Next stop, higher conversions.</span><br><br></p></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div><script>(function () { async function subscribe({title, text, email, name}) {} let mobilePageVisits = 0; if (localStorage.getItem("page-visits-optin-monster-mobile-blog")) { mobilePageVisits = parseInt(localStorage.getItem("page-visits-optin-monster-mobile-blog")); } localStorage.setItem("page-visits-optin-monster-mobile-blog", mobilePageVisits + 1); const showThisForm = () => { const isMobileDevice = /Android|webOS|iPhone|iPad|iPod|BlackBerry|IEMobile|Opera Mini/i.test(navigator.userAgent); const isMobile = window.innerWidth <= 768; return document .location .href .includes("blog") && mobilePageVisits >= 3 && isMobile && !localStorage.getItem("optin-monster-mobile-blog-closed") && isMobileDevice; }; const step1 = document.querySelector(`#optin-monster-mobile-blog-step-1`); const step1CloseButton = step1.querySelector(`[value=" No Thanks"]`); // Show form? if (showThisForm()) { step1 .classList .remove("fc-hide"); } const closeStep1 = () => { step1 .classList .add("fc-hide"); localStorage.setItem("optin-monster-mobile-blog-closed", true); } const openStep2 = () => { step1 .classList .add("fc-hide"); step2 .classList .remove("fc-hide"); } step1CloseButton.addEventListener("click", closeStep1); step1 .querySelector(".optin-monster-close") .addEventListener("click", closeStep1); const step2 = document.querySelector(`#optin-monster-mobile-blog-step-2`); const step2CloseButton = step2.querySelector(`[title="Close"]`); const nameField = step1.querySelector(`#toledo-field-name`); const emailField = step1.querySelector(`#toledo-field-email`); const submitButton = step1.querySelector(`[type="submit"]`); const closeStep2 = () => { step2 .classList .add("fc-hide"); localStorage.setItem("optin-monster-desktop-blog-closed", true); } step2CloseButton.addEventListener("click", closeStep2); function addFormError(error) { const existingError = document.getElementById("optin-monster-error"); if (existingError) existingError.remove(); const output = `<div id="optin-monster-error" style="color: red; margin-top: 4px;">${error}</div>`; submitButton.insertAdjacentHTML("afterEnd", output) }; function submitOptinMonsterForm() { console.log("Submitting...") const name = nameField.value; const email = emailField.value; if (!name) { return addFormError("Name Field is Required"); } if (!email) { return addFormError("Email Field is Required"); } if (!email.includes("@") || !email.split("@")[1].includes(".")) { return addFormError("Please provide a valid email"); } subscribe({title: "OptinMonster Blog Subscribe", text: `Someone just subscribed on the website\n\nname: ${name}\nemail: ${email}\nlocation: ${window.location.href}`, email, name}); openStep2(); } submitButton.addEventListener("click", submitOptinMonsterForm); })();</script></body></html>

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