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23
marketing/How Paperless.io attracted users.md
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Source: [Indie Hackers](https://www.indiehackers.com/post/on-building-growing-a-document-automation-saas-to-2k-mrr-8abc4b43d8?utm_campaign=post-8abc4b43d8&utm_medium=email&utm_source=ih-series-growth-acquisition)
Interviewee: [Jacob Engels](https://www.linkedin.com/in/jacob-engels-1166b5146/)
## How have you attracted users and grown Paperless?
Our first channel was cold email outreach. We created a pretty incredible process of finding leads on LinkedIn, enriching data via a personal assistant and then personalizing outreach at scale. We had opening rates of up to 80%, reply rates of ~40-45% and this was just crazy. We also tested various industries and verticals to see where we could find the biggest traction.
In more detail:
We were using the LinkedIn Sales Navigator to build solid lists of interesting contacts. Trying different batches of leads (company size and industry) helped us come up with around 30 different target groups we were contacting.
Through Phantombuster we were exporting those contacts into an Excel File. Our personal assistant later searched for the email addresses with different tools such as [Hunter.io](https://click.pstmrk.it/2m/Hunter.io/pxBB3ScN/g09c/b1wYDVrXAZ/LU1yOEJIQ0N4MjlMa2ZJUzBJYW0 "https://click.pstmrk.it/2m/Hunter.io/pxBB3ScN/g09c/b1wYDVrXAZ/LU1yOEJIQ0N4MjlMa2ZJUzBJYW0") Rocketreach, Leadleaper, Name2email, SalesQl, Signal Hire, Snovio and Clearbit.
The final Leads + email addresses were exported to a sales automation tool named [Klenty.com](https://click.pstmrk.it/2m/Klenty.com/qBBB3ScN/g09c/oeoAOd4Ntu/LU1yOEJIQ0N4MjlMa2ZJUzBJYW0). WIth simple A/B/C Tests we were steadily finding out which headlines and what content prompts leads to answer our emails. Four simple rules helped us achieve those crazy high numbers:
KISS - Keep it simple and stupid.
Nail the tone - Don’t smell like a salesman or marketeer
Simple yes/no CTA
Follow-Up x3
Depending on the answer and considering the Self-SignUp was not yet ready we were pushing hard for a 30 min call to generate insights and create a need/urgency. In the call, it was all about asking the right questions, but that’s worth another story :)
Initially, we let our early access users into our platform in exchange for feedback. Some of them converted to paid customers and we’re still heavily focused on interviewing and speaking with these early adopters to really nail our positioning, find product-market-fit and determine our best customers worth focusing on.

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marketing/The Psychology Behind SaaS Pricing.md
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---
title: "The Psychology Behind SaaS Pricing That Most Founders Completely Miss"
source: "https://www.reddit.com/r/SaaS/comments/1lh0e56/the_psychology_behind_saas_pricing_that_most/?share_id=CYg0pG3jXWObUQLzVP5od&utm_content=2&utm_medium=ios_app&utm_name=iossmf&utm_source=share&utm_term=22"
author:
- "[[Sea_Reputation_906]]"
published: 2025-06-21
created: 2025-06-23
description:
tags:
- "clippings"
---
**The anchoring effect: show your expensive plan first**
When you show your expensive plan first, it makes everything else seem like a bargain. Had a client who was struggling with conversions until we reordered their pricing page to show the premium plan first. Suddenly their middle tier started selling like crazy. People saw the $199/mo plan and thought "well $79 is a steal compared to that!"
**Freemium gets you freeloaders**
One client had 10,000+ free users but only like 12 paying customers. Their free plan was way too generous. Another client ditched freemium entirely, switched to a 14-day trial and hit $25K MRR in under 6 months. The difference? People actually had to make a decision instead of sitting in free-user purgatory forever.
**The $9.99 thing actually works**
Harvard Business School found that a 1% improvement in pricing can lead to an 11% increase in profit. We've tested this with multiple clients and charm pricing consistently outperforms round numbers.
**Simpler is always better**
If your pricing page needs an FAQ section to explain it, you've already lost. Most users won't email to ask questions about your pricing, they'll just bounce. Keep it stupid simple: 2-3 plans max, clear names, bullet points.
**Higher prices can increase demand (seriously)**
When you hide your top-tier pricing behind a "contact us" button, it creates weird FOMO for big customers. They imagine they're missing out on some special features. Enterprise leads literally tripled for one client after making this change.
I see so many founders pricing based on competitors or their costs instead of psychology. The data is clear tho - understanding how people perceive pricing matters way more than your actual costs.
What pricing experiments have you guys tried? Anything that surprised you?
(P.S. If you need help building your MVP, DM me. Been getting a ton of requests lately, happy to chat.)

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marketing/branding/website-color-scheme.md Normal file
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![](CleanShot%202026-03-16%20at%2012.34.46.png)
![](CleanShot%202026-03-16%20at%2012.35.11.png)
| **Grid type** | $grid-size | $bg-size | $grid-opacity | **Gradient** |
|:-:|:-:|:-:|:-:|:-:|
| Dot grid (Moleskine) | 1px | 20px 20px | 0.06 | 1× radial |
| Fine dot grid | 1px | 5px 5px | 0.04 | 1× radial |
| Engineering paper | 1px | 4px 4px | 0.05 | 2× linear |
| Graph paper (fine) | 1px | 10px 10px | 0.06 | 2× linear |
| Graph paper (standard) | 1px | 20px 20px | 0.08 | 2× linear |
| Architectural (open) | 1px | 40px 40px | 0.12 | 2× linear |
| Engineering (major+minor) | 1px | 4px 4px + 20px 20px | 0.04 + 0.10 | 4× linear |
The last row needs four gradients — two for the minor grid at low opacity, two for the major grid at higher opacity, all stacked in one background-image declaration.

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marketing/branding/website-design-overview.md Normal file
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# Graphic Design Reference
## Fonts
| Role | Family | Weight | Notes |
|------|--------|--------|-------|
| Headings (h1–h6, .title) | Gambarino | 400 | Serif, from Fontshare |
| Subtitles (.subtitle) | Inter | 400 | Sans-serif, from Google Fonts |
| Body / UI text | Inter | 400–700 | Sans-serif |
| Card titles (feature, blog, team) | Fragment Mono | 400 | Monospace, from Google Fonts |
| Team card role label | Inter | 500 | Uppercase, tracked |
**Heading style:** letter-spacing −1px, line-height 1.05em, antialiased
**Subtitle style:** letter-spacing −0.5px, line-height 1.2em
**Body line-height:** 1.6 (blog post content: 1.8)
---
## Color Palette
### Named swatches
| Name | Hex | Description |
|------|-----|-------------|
| `$darkgun` | `#2b2d2d` | Very dark charcoal |
| `$linen` | `#fdfcf9` | Warm off-white (hero image bg) |
| `$silver` | `#d1d5db` | Light grey (borders, table lines) |
| `$black` | `#000000` | Pure black (navbar shadow) |
| `$deepteal` | `#1e2e30` | Dark teal (footer background) |
| `$carbon` | `#484a4a` | Dark grey (heading color) |
| `$stone` | `#666666` | Medium grey (body/secondary text) |
| `$ash` | `#a8a8a8` | Light grey (footer copyright, fine print) |
| `$dgtlblue` | `#3e8ed0` | Digital blue (primary brand/accent) |
| `$whitesmoke` | `#f6f6f6` | Near-white (card borders, table headers) |
| `$gallery` | `#f0f0f0` | Light grey (hover bg on default pricing buttons) |
| `$white` | `#ffffff` | Pure white |
| `$white95` | `#fffffff5` | Pure white at 95% opacity (navbar bg) |
| `$parchment` | `#f7f5f0` | Warm paper-white (footer links, team card bg) |
| `$warmsand` | `#e4ddd0` | Warm beige |
### Section surface / card pairs
| Section | Surface bg | Card bg |
|---------|-----------|---------|
| Canvas / Hero / Blog list / Preloader | `$arctic` `#dde8f2` | — |
| Features | `$biscuit` `#ede8df` | `$vanillapaper` `#faf8f4` |
| Why | `$driftwood` `#e2d9cc` | `$oatmeal` `#f5f2ec` |
| Pricing | `$seafog` `#e4ede8` | `$parchment` `#f7f5f0` |
| Blog post / body bg | `$vanillapaper` `#faf8f4` | — |
| Team | `$biscuit` `#ede8df` | `$vanillapaper` `#faf8f4` |
---
## Design Motif
Every major section overlays a subtle dot/grid pattern on its surface background:
- **Hero:** radial dot grid (dots, not lines)
- **Features, Why, Blog post, Team:** cross-hatch grid (horizontal + vertical lines)
- Grid color: `$darkgun` at 4% opacity (`rgba(43,45,45, 0.04)`) — invisible except on very light backgrounds
- Grid cell size: 20 × 20 px, grid line: 1 px
---
## Element-by-Element Reference
### Navbar (`.floating-navbar`)
| Property | Value |
|----------|-------|
| Background | `$white95` (`#fffffff5`) + `backdrop-filter: blur(10px)` |
| Position | Fixed, centered, floating 1rem from top |
| Border radius | 12px |
| Box shadow | `rgba(black, 0.1)` |
| Nav links | Font-weight 500; hover color `$dgtlblue` |
| Logo height | 3.5rem |
| CTA button bg | `$dgtlblue` `#3e8ed0`, text `$white` |
### Hero (`#hero`)
| Property | Value |
|----------|-------|
| Body background | `$arctic` `#dde8f2` (via `body` / `$surface-bg-1`) |
| Dot grid overlay | `$darkgun` 4% opacity, 20px spacing |
| Image placeholder bg | `$linen` `#fdfcf9`, border-radius 16px |
| Heading | Gambarino 400, color `$carbon` |
| Subtitle | Inter 400, color `$carbon` |
### Feature Cards (`.section-features` / `.feature-card`)
| Property | Value |
|----------|-------|
| Section bg | `$biscuit` `#ede8df` + grid overlay |
| Card bg | `$vanillapaper` `#faf8f4` |
| Card border | 1px solid `$vanillapaper` (same as bg, invisible) |
| Card border-radius | 8px |
| Card shadow | `rgba(0,0,0, 0.02)` → hover `rgba(0,0,0, 0.05)` |
| Card hover | `translateY(-5px)` |
| Card title font | Fragment Mono 400, color `$darkgun` |
| Card body text | Inter 400, color `$stone` `#666666` |
### Why Section (`.section-why`)
Same layout as Features; card bg changes to `$oatmeal` `#f5f2ec`, section bg to `$driftwood` `#e2d9cc`.
### Pricing Section (`.section-pricing`)
| Property | Value |
|----------|-------|
| Section bg | `$seafog` `#e4ede8` + grid overlay |
| Card bg | `$parchment` `#f7f5f0` |
| Card border | 0.5px solid `$silver` |
| Featured card border | 2px solid `$dgtlblue` |
| Featured badge bg | `$dgtlblue`, text `$white`, font 11px/500 |
| Tier label | 12px, uppercase, `$stone`, letter-spacing 0.07em |
| Plan title | 18px / 500, color `$carbon` |
| Price amount | 32px / 500, color `$carbon` |
| Period / billing | 14–13px, `$stone` |
| Feature checkmark | `#22c55e` (green) |
| Default button | border `$silver`, bg `$parchment`, color `$carbon` |
| Featured button | border + text `$dgtlblue`; hover: bg `$dgtlblue`, text `$white` |
| Add-on bg | `$driftwood` `#e2d9cc` |
| Fine print | 12px, `$ash` |
### Team Cards (`.team-card`)
| Property | Value |
|----------|-------|
| Section bg | `$biscuit` + grid overlay |
| Card bg | `$vanillapaper` `#faf8f4` |
| Name font | Fragment Mono 400, 1.5rem, color `$darkgun` |
| Role label | Inter 500, 0.875rem, `$dgtlblue`, uppercase, tracked 0.05em |
| Bio text | Inter 400, 1rem, `$stone`, line-height 1.6 |
| Photo | 200×200px, border-radius 8px |
### Blog List (`.blog-section` / `.blog-card`)
| Property | Value |
|----------|-------|
| Section bg | `$arctic` `#dde8f2` |
| Card bg | `$vanillapaper` `#faf8f4` |
| Card border | 1px solid `$gallery` `#f0f0f0` |
| Card title font | Fragment Mono 400, color `$darkgun` |
| Meta / excerpt | Inter, color `$stone` |
| "Read more" link | `$dgtlblue`, Inter 500, 0.875rem |
### Blog Post (`.blog-post-section`)
| Property | Value |
|----------|-------|
| Page bg | `$vanillapaper` `#faf8f4` + grid overlay |
| Post title | Gambarino, color `$carbon` |
| Body text | Inter 400, color `$carbon`, line-height 1.8 |
| h2 / h3 inside post | Gambarino, color `$darkgun` |
| Blockquote | Left border 4px `$dgtlblue`, italic, color `$stone` |
| Table header | bg `$whitesmoke`, font-weight 600 |
| Table borders | 1px solid `$silver` |
| Post footer border | 1px solid `$silver` |
### Footer (`.footer`)
| Property | Value |
|----------|-------|
| Background | `$deepteal` `#1e2e30` |
| Section titles | Inter 600, 0.75rem, uppercase, `$icemist` `#f0f5fa`, tracked 0.08em |
| Links | Inter 400, 0.95rem, `$parchment` `#f7f5f0`, line-height 2 |
| Link hover | `$dgtlblue` |
| Tagline | Inter 400, 0.875rem, `$icemist` |
| Copyright | Inter 400, 0.875rem, `$ash` `#a8a8a8` |
### Buttons (`.button.is-primary`)
| Property | Value |
|----------|-------|
| Background | `$dgtlblue` `#3e8ed0` |
| Text | `$white` |
### Back-to-Top Button (`#backtotop`)
| Property | Value |
|----------|-------|
| Background | `$dgtlblue` |
| Icon color | `$white` |
| Shape | 50px circle |

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marketing/branding/Channels.md → marketing/proposition/Channels.md
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marketing/branding/Doelgroepen.md → marketing/proposition/Doelgroepen.md
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marketing/Elevator Pitch.md → marketing/proposition/Elevator Pitch.md
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@ -11,4 +11,4 @@ Additional resources and support are available on the iso27diy.com website.
* No need for external consultants or expensive software
See also [ISO27DIY benefits](../AuditGlue/ISO27DIY%20benefits.md)
See also [ISO27DIY benefits](../../AuditGlue/ISO27DIY%20benefits.md)

0
marketing/The goal should not be the certificate..md → marketing/publications/Scratch file/The goal should not be the certificate..md
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marketing/publications/posts-dashboard.md → marketing/publications/content-calendar.md
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---
title: "Posts Dashboard"
title: Content Calendar
notetype: other
tags: []
---
# Posts Dashboard
# Content Calendar
```dataviewjs
// ─── CONFIG ──────────────────────────────────────────────────────────────────

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marketing/branding/website/blog/promoting-9-steps.md → marketing/publications/posts/promoting-9-steps.md
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---
title: "Promotie: In 9 stappen naar ISO 27001-certificering"
language: nl
proposition: iso27diy
audience:
- leadership
channels:
- linkedin
- newsletter
linkedin-account: personal
content-type:
- post
status: draft
source-notes:
- "[[iso27DIY-mkII/Website/Content/blog/9-stappen-naar-ISO-27001-certificering.md]]"
notetype: publication
isotags:
- C.6.1.2
- C.6.1.3
tags: []
---
# Promotie: "In 9 stappen naar ISO 27001-certificering"
## Blogpost

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marketing/branding/website/blog/9-stappen-naar-ISO-27001-certificering.md → marketing/publications/website/9-stappen-naar-ISO-27001-certificering.md
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marketing/branding/website/blog/9-steps-alternatieve-titel.md → marketing/publications/website/9-steps-alternatieve-titel.md
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marketing/branding/website/blog/9-steps-to-ISO-27001-Certification.md → marketing/publications/website/9-steps-to-ISO-27001-Certification.md
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marketing/branding/website/homepage.md → marketing/publications/website/homepage-content.md
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@ -1,7 +1,7 @@
# HOMEPAGE – Get ready for ISO 27001 certification.
**No consulting required.**
[Start Your Free Trial](homepage.md#) — *No credit card required*
[Start Your Free Trial](homepage-content.md#) — *No credit card required*
---
@ -73,11 +73,11 @@ Know where you stand before the real thing.
PECB Certified Lead Auditor, by video call. 3-hour sessions — a full audit typically takes 4 sessions.
[Book a pre-audit →](homepage.md#)
[Book a pre-audit →](homepage-content.md#)
### Expert video call — €49 per call
Stuck? Get 30 minutes with a certified auditor.
One-on-one with a PECB Certified Lead Auditor. No fluff, just answers.
[Book a call →](homepage.md#)
[Book a call →](homepage-content.md#)

0
marketing/branding/website/blog/tsw-manifesto.md → marketing/publications/website/tsw-manifesto.md
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