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Psssst: if you read this issue allllll the way to the end... there's a lil surprise for you 👀 ​
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🥳 Brain-Friendly Design

Alright, so how did we create a fun and binge-worthy user experience?
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​Prime visitors to associate us with making more money

Why We Buy 🧠 has a simple mission: we deliver “aha!” moments that inspire smarter marketing.

See the subtle “AHA!” text in the background image of our website hero section? That barely-there message primes readers to associate us with their next big breakthrough.

But that’s not all.

See that little green “up” arrow that’s pointing to the opt-in field?

That’s meant to suggest revenue growth that’ll come by handing over your email and learning buyer psychology.

Subtle, but powerful.

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​Delight visitors with unexpected awesome-ness

​Studio knew I didn’t want the website to be boring and forgettable. I wanted it to be fun.

That’s a tall task because people generally don’t associate “science” with “fun.” But Studio killed it.

First, we prompt people who visit our newsletter archive to choose their identity: copywriter, marketer, founder, or creator.

This allows us to recommend past newsletters we think they’ll love. Using iconic personalities makes choosing a character fun for readers, but this feature is also smart business (more on why below)

And we use funny GIFs as feature images for past newsletters. Adding motion makes the archive page more dynamic. And we use evocative facial expressions to draw attention.

And of course, we sprinkled in our mascot, Brian the Brain, as an Easter egg in the website footer and on the usually boring 404 page.

All this adds up to an unforgettable, utterly delightful experience for visitors.

Side note: How adorable is sad Brian? 🥰

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​Borrow credibility from well-known marketing authorities

You know us. We use a heavy hand to pepper in social proof wherever we go.

And by strategically showcasing testimonials from respected entrepreneurs and marketers—our target audience—we establish instant authority and credibility, which persuades more visitors to convert into subscribers.

But this is done *subtly* throughout the website, too.

For example, did you notice in the last example that we quietly feature how Why We Buy 🧠 is “Read by top markets” along with their headshots? 😉

Ok. So our new website is delightfully binge-worthy. Check ✅

Next, let’s talk about how it’ll make us more money…
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🤑 Smart Business Strategies

Alright, so how will our website help us drive more sales?

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​Make personalized offers based on persona

~76% of customers are more likely to buy from you *if* you use personalization in the buyer journey.

Allowing visitors to self-identify and get a curated list of past newsletters to explore, makes for an awesome first impression better.

But it will also allow us to promote relevant offers to each persona using “tiny billboards” with relatable copy. (Something we're still working on atm.)

On that note…
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Build ‘tiny billboards’ we can use strategically

We have hundreds of past newsletters. But when someone reads an issue from 2 years ago, I want to promote the offer that matters to our business today.

But I don’t want the offer to feel like an interruption, like a popup. I wanted it to integrate seamlessly into the reading experience.

​Studio suggested we create global content blocks that can be used sitewide. This way, when we have something special to promote, we can edit one block and have it change in all 154 past newsletters.

Here’s one of those tiny billboards:

Better yet? We can also offer these site-wide ad spots to future sponsors. Meaning in addition to sponsoring the newsletter, they can also get their offer in front of all our website visitors too for a limited amount of time.

Most newsletters can’t offer this, giving us a unique and compelling value proposition when pitching future brand partners. Smart, huh?

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​Automatically integrate our website and email platform

We wanted an effortless way to get new issues of our newsletter up on our website. Studio made it happen (with help from Kit’s WordPress plugin).

Previously, we’d been manually populating each issue of the newsletter on our email archive, which was not only a waste of time—it was costing us sales.

Not anymore. Now we can import new newsletters, automagically ✨

Soon, every time we send a new newsletter we’ll encourage email openers to ‘read in browser’ at the top of each issue.

And once we get them out of their email inbox and onto our website, there’s a much better chance that they’ll hang around, read other newsletters, and maybe even buy one of our products.

This new feature is a time-saver and money-maker. Smart, huh?

I couldn’t be happier with our new website—obsessed. Studio killed it!

Thanks to their brilliance, our new website delights visitors and drives sales for us!

And speaking of delight…

Have a brainy day!

With ❤️ from Katelyn​

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