85 Quotes
"Your ""above the fold"" (ATF) section is the part of your site that's immediately visible before scrolling."
— Julian Shapiro
How to write your landing page"clarifies the specific outcome of using the product."
— Julian Shapiro
How to write your landing page"find what's magical and exciting about your startup, and write it in your ATF copy."
— Julian Shapiro
How to write your landing page"What bad alternative do people resort to when they lack your product? How is your product better than that bad alternative? Now turn the last step into an action statement—that's your value prop."
— Julian Shapiro
How to write your landing page"List the ways life is worse when your product doesn't exist. Identify a specific articulation of your better solution. Do not use vague phrasing."
— Julian Shapiro
How to write your landing page"Your job is to identify which of these is a major buying objection—and to proactively address it."
— Julian Shapiro
How to write your landing page"Don't let visitors retain their unaddressed concerns that cause them to bounce before scrolling."
— Julian Shapiro
How to write your landing page"Have the images demonstrate the value of your product. This is often done by showing the product in action."
— Julian Shapiro
How to write your landing page"The fewer links you have in your navigation bar, the better. Try to minimize analysis paralysis."
— Julian Shapiro
How to write your landing page"think of your CTA as the actionable next step to fulfilling the claim in your header."
— Julian Shapiro
How to write your landing page"Create a header by identifying how users ""get value"" from your product. Add a hook that has bold claims or handles objections. Talk directly to your key personas. Support your header's claim with a subheader explaining how your product works."
— Julian Shapiro
How to write your landing page"While the growth funnel is depicted as linear, it's actually a series of loops."
— Julian Shapiro
The Growth Marketing Handbook"most companies never actually get paid channels to work profitably. Instead, they rely on a mixture of sales, word of mouth, product-led growth, and content marketing"
— Julian Shapiro
The Growth Marketing Handbook"Brand marketing increases the potential energy for revenue. It primes users to convert at a higher rate in the future."
— Julian Shapiro
The Growth Marketing Handbook"growth marketing is data-driven revenue maximization."
— Julian Shapiro
The Growth Marketing Handbook"the growth funnel: Lead Acquisition → Conversion → Engagement → Revenue → Referral"
— Julian Shapiro
The Growth Marketing Handbook"Word of mouth, sometimes accelerated by referral programs, is the most cost-effective and sustainable way to scale a business."
— Julian Shapiro
The Growth Marketing Handbook"Unpaid channels benefit from not being at the mercy of ad channel volatility, ad audience risks, and CPM pressures. Unpaid growth is often more reliable and more in your control."
— Julian Shapiro
The Growth Marketing Handbook"B2C SaaS app — You'll most likely succeed with Facebook Ads, Content, and product-led growth. You might succeed with Google Ads and partnerships"
— Julian Shapiro
The Growth Marketing Handbook"B2C mobile app — You'll most likely succeed with Instagram/FB Ads and Apple Search. You might succeed with Snapchat Ads, TapJoy, and referrals"
— Julian Shapiro
The Growth Marketing Handbook"Product-led growth — If your product grows virally from users inviting other users who use the app together, then you have the potential for product-led growth."
— Julian Shapiro
The Growth Marketing Handbook"Content is the most effective way to educate customers on why they should buy your product."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Content is also your opportunity to build a relationship with audiences. It helps them respect your competency, invest in your journey, and join your tribe."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"great content that educates and entertains increases engagement and loyalty."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"The first rule of content marketing is to write for extremely high quality. Until you've established quality in the reader's mind, they don't read closely."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"people don't actually have short attention spans for content: They finish three hour Joe Rogan episodes and they binge fourteen hour Netflix shows. What they have is short consideration spans: they must be hooked quickly."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Novelty — Are you sharing counter-intuitive thoughts that readers wouldn't have pieced together on their own? That's how you trigger dopamine hits."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Writing for quality is not only important for retention, it's also critical for ranking on Google."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"The novelty resonates emotionally or intellectually, which prompts sharing."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"My framework for identifying novelty is to collect ideas that cause you to react in one of these four ways:"
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Counter-intuitive — ""Wow. That’s not how I expected the world to work."" Counter-narrative — ""Wow. That’s not how people told me the world works."" Elegant articulation — ""Wow. I couldn't have said it better."" Shock and awe — ""This is insane. I can’t believe this is the world we live in."""
— Julian Shapiro
Growth Handbook: Content marketing and SEO"you can start by catering to a small niche of very passionate people: write thoughtful, quality content that no one else is giving them."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Content marketing = content creation + distribution."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Not all content channels are equally good at acquiring users. Only some are optimized for attracting new eyeballs. Namely Twitter, YouTube, and SEO."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Discovery — People will often first learn about you via Twitter, LinkedIn (guide), YouTube, and website SEO."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"you stay in touch with folks by pushing high quality content that builds trust. The content you push can be from any channel. (YouTube is good for affinity.)"
— Julian Shapiro
Growth Handbook: Content marketing and SEO"If your product's core purpose is to help people create and distribute content—if that's why users are signing up—then UGC is viable."
— Julian Shapiro
Growth Handbook: Content marketing and SEO"Growth marketing, on the other hand, converts that potential energy into kinetic: it gets purchases."
— Julian Shapiro
The Growth Marketing Handbook"Here's what the growth trajectory looks like for many startups:"
— Julian Shapiro
The Growth Marketing Handbook"Build an amazing product that naturally encourages word-of-mouth."
— Julian Shapiro
The Growth Marketing Handbook"Kickstart your user growth with a scalable acquisition channel, such as ads. Even if it's temporarily unprofitable, ignite the fire."
— Julian Shapiro
The Growth Marketing Handbook"In parallel, spend the majority of your growth resources optimizing your funnel: at every step, A/B Test conversion to maximize per-user revenue."
— Julian Shapiro
The Growth Marketing Handbook"Once you have a profitable and efficient funnel, scale it. Experiment with every acquisition channel that might work."
— Julian Shapiro
The Growth Marketing Handbook"Over time, switch your focus to sustainable, cost-efficient acquisition channels—such as product-led growth, organic social, content, and sales. This removes your dependency on ads, which have volatile costs."
— Julian Shapiro
The Growth Marketing Handbook"Lead Acquisition → Conversion → Engagement → Revenue → Referral"
— Julian Shapiro
The Growth Marketing Handbook"Your goal is to get them to try new features, buy more products, and build a recurring habit of relying on the product."
— Julian Shapiro
The Growth Marketing Handbook"Word of mouth, sometimes accelerated by referral programs, is the most cost-effective and sustainable way to scale a business"
— Julian Shapiro
The Growth Marketing Handbook"There are three thresholds that make paid channels difficult:"
— Julian Shapiro
The Growth Marketing Handbook"there are two types of companies with a good chance of making paid work:"
— Julian Shapiro
The Growth Marketing Handbook"Based on my observations, here's what I broadly recommend each business focuses on first."
— Julian Shapiro
The Growth Marketing Handbook"If you sell a product to consumers, these are the channels I suggest prioritizing:"
— Julian Shapiro
The Growth Marketing HandbookExplore More Quotes 📚
Want to Save Quotes?
Glasp is a social web highlighter that people can highlight and organize quotes and thoughts from the web, and access other like-minded people’s learning.