Playbook / Lessons / First buyers
Cash-flow businessMake your offer instantly understandable
DeMarco recalls that successful infomercial products had to be understood almost at a glance. He applies the same test to any offer today: if people cannot see what it does and what problem it solves right away, attention is gone. His practical check is to ask whether an image or demo shows the value.
“if a person couldn't figure out what the product did within 5 seconds”— MJ DeMarco, The most effective conversion tactic. Period., Apr 2023
Do this
Show your offer page to three strangers for five seconds each and ask what it sells; rewrite the headline until all three get it right.