98 out of 100 visitors leave most websites without buying.

That's not just bad conversion—it's money walking out the door.

Why? Because most websites break the golden rule of the internet – give before you take.

Imagine walking into a bookstore:

You're greeted with a free booklet of curated reading recommendations. Cozy reading nooks invite you to sample any book that catches your eye. Staff members share passionate reviews and offer personalized suggestions. They might even drop a hot tea by your side. Nice surprise.

You'd be more likely to buy a book (or three), wouldn't you?

That's what's happening on the best websites. They don't immediately push for a sale. Instead, they invite you in, offer valuable information, and let you explore.

They understand that visitors come hungry for knowledge or solutions. So they serve that up first, no strings attached.

This approach doesn't just feel better—it works. People who complete a primary task on a website are 67% more likely to buy later. And that primary task is more often than not “adding to cart”.

It's not about selling. It's about creating an experience so valuable that buying becomes the natural next step.

That's the secret to $100M websites. They serve value before asking for the check.

In our internet world, this means creating:

• Guides that teach (videos, how-tos etc)
• Interactive tools, calculators, quizzes etc
• Free communities on places like Skool or Whatsapp

Today, I'll share 4 frameworks on how to transform your website from a pushy salesman into a value-vending machine.

Turn your website into a value vending machine. Here's how:

Step 1. Identify the Problem What keeps your ideal customer up at 2 AM?

Step 2. Solve It (For Free) Create content that addresses that 2 AM problem.

Step 3. Make It Concrete Don't say "boost productivity." Say "finish your to-do list by lunch."

Step 4. Paint a Picture People think in images. Show, don't tell.

Step 5. Be Falsifiable Make bold, testable claims. Put your neck on the line.

The Value Ladder Framework

Step 1. Free, Instant Value

• Offer something immediately useful. No strings attached.
• Example: A free tool, a quick guide, or an insightful quiz.

Step 2. Deeper Dive

• Provide more comprehensive resources.
• Example: In-depth articles, video tutorials, or case studies.

Step 3. Premium Offer

• Your paid product or service. By now, it feels like a natural next step.

The Problem-Solution Matrix

Step 1. Identify Pain Points

• List the top 3-5 problems your audience faces.

Step 2. Create Content for Each

• Develop resources addressing each problem.

Step 3. Subtle Product Tie-In

• Show how your product solves these problems more effectively.

The Trust-Building Trifecta

Step 1. Educate

• Share your expertise freely.
• Example: "5 Little-Known Tricks to [Solve Common Problem]"

Step 2. Entertain

• Make learning enjoyable.
• Example: Use stories, analogies, or humor in your content.

Step 3. Elevate

• Help your audience achieve quick wins.
• Example: Offer templates, checklists, or actionable tips.

The most remarkable brands get this.

Spotify doesn't sell music streaming. It sells "soundtrack for your life."

Slack doesn't sell messaging software. It sells "the end of email overwhelm."

Notion doesn't sell a note-taking app. It sells "your team's central nervous system."

Lego doesn't sell plastic bricks. It sells "unlimited imagination."

Masterclass doesn't sell online courses. It sells "access to genius."

Headspace doesn't sell meditation apps. It sells "a gym membership for the mind."

Patagonia doesn't sell outdoor gear. It sells "environmental activism through commerce."

You get the idea.

Your 3-step action plan

1. Audit your site. Count the "Buy Now" buttons. Replace half with "Learn How" buttons.
2. Create one piece of content that solves your customer's biggest problem. Give it away for free.
3. Track engagement. Watch your time-on-site skyrocket.

Note: you can use DesignScientist.com to design you lead magnets, websites, brands, landing pages and be your go-to creative partner.

The best way to sell isn't to sell at all. It's to be so helpful that buying becomes a no-brainer.

It’s about turning your website or app into a value vending machine.

Now go forth and be value machine. Your business will thank you.

Next up, bookmarks I saved this week worth reading

#1

Ben Lang @benln Summarized @sama's guide on productivity: 1:33 PM • Aug 5, 2024 104 Retweets 1517 Likes Read 15 replies

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Sam Altman nailed this. Everyone should read it. They should teach this in school.

#2

Jay Clouse @jayclouse Congrats! Your post went viral! ...now what? Did that viral post lead to more revenue? If yes, try to go viral again! If not, see that missed opportunity for what it is and solve for THAT before you try virality again. 3:37 PM • Aug 6, 2024 0 Retweets 9 Likes Read 1 replies

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Going viral isn't the goal. Sometimes its a trap. Going the right kind of viral is the goal.

#3

Danny Postma @dannypostmaa Solve your own problems and allow others to use the solution. Big chance you’ll find a profitable business out of it. 11:29 PM • Aug 1, 2024 23 Retweets 440 Likes Read 36 replies

​

Sometimes we overthink how to build a business and it's as simple as this.

#4

Dylan Field @zoink Is anyone starting a no-plastics millennial mom influencer lifestyle brand? All the kitchenware, containers, toys, etc you need to live life and raise kids — but no plastics. I feel like this is a huge opportunity… 9:36 AM • Aug 7, 2024 25 Retweets 989 Likes Read 97 replies

​

Agreed. Big opportunity.

Thanks for reading Greg's Bookmarks.

Next up new startup ideas podcasts worth listening to.

New Startup Ideas Podcast (SIP) episodes 🧃 ​Danny Postma came on, the indiehacker legend, where we jammed AI startup ideas, programmatic SEO to get ahead and ComfyUI ​Apple Podcasts, Spotify, YouTube​ ​Tibo recently sold his bootstrapped creator SaaS for $10M. Now, he came on the pod to give us more creator startup ideas for you to take. ​Apple Podcasts, Spotify, YouTube​ ​ ​

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Thank you for reading Greg's Letter. I hope you found it valuable.

And don't forget to subscribe to my YouTube if this gave you any value. You'll get free startup ideas every few days.​

I also did a video on how to use Reddit to come up with validated startup ideas. It's going viral, so you might enjoy it here.

Until next week.

Be well,

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