Outcome stats
MMotivationMotivation: builds desire, proof, identificationCompress the value proposition into three or four numbers that survive a screenshot.
- +Metrics the buyer's boss would care about (revenue, hours, risk), not vanity counts
- +Each number has a source or timeframe within reach
- +Three or four stats maximum; more and none of them land
Unfalsifiable numbers ('10x faster') with no baseline or source. Sophisticated buyers discount unverifiable stats to zero, and then discount the rest of the page for having tried.
Where it appears
The same section, different positions. Each archetype asks something different of it.