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Attentional control
People don't read startups' websites like they read books. They scan and occasionally scroll or click. This is called attentional control. Visitors decide how much attention to direct to your website or app store listing.
Attentional control modes:
- Goal-directed attention. When you need to find something specific, you will direct your attention to get it. (Google)
- Stimulus driven. When your mind is focused on raw sensory input, looking or engaging things. (Facebook)
To get prospects to invest more time considering your features or pricing, you need to find the exact language they scan for.
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Struggling to find product/market fit
If you’re struggling to find product/market fit,
- Figure out the language/market fit.
- Finding language/market fit should be "step zero" for startups as it can save you a...
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Advantages with starting with a language/market fit
- Speed. While product build-measure-learn cycles can take weeks, you can iterate language 5X in one day.
- Traction. A pre-launch lead-capture site to confirm demand with 25% conversion is a clear indication for potential investors.
- Clar...
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Why exact language is critical
Founders who want to "educate the market" need to fully capture users' attention, stop their current beliefs and then get them to adopt a new way of operating.
For most startups, it's hard enough to get people to read or click your ads, much less change their habits or beliefs.
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Step zero
Finding language/market fit should be "step zero" for startups as it can save you a lot of time and wasted cycles.
Founders should generally consider the search for language/market fit as part of the customer discovery process. (There are examples where this is less cri...
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How to find the exact language
People don't think about a list of product features or platitudes. Instead, what is running in their mind are anxieties, fears, doubts, hopes, dreams. So your headline needs to be about the stuff in their heads.
If your headline completes the sentence "Our product is...",...
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CURATED FROM
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If you’re struggling to find a product/market fit, first figure out what “looks like food” to your prospects. Find the language/market fit first and everything else will be much easier.
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If your work routinely throws your life into chaos, or you don’t feel as if you have any way out of a bad situation, it could be a sign that you need a change, even if it’s a challenge to make it.
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How to study 📚🦋💻📑
Get organized
- Carry a homework planner at all times. Entering homework, projects, tests and assignments as soon as they are assigned will make sure they aren’t forgotten about.
Pay attention in class
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