Reorganized some notes

marketing/How Paperless.io attracted users.md

@@ -1,23 +0,0 @@
-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.

marketing/The Psychology Behind SaaS Pricing.md

@@ -1,37 +0,0 @@
----
-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.)

marketing/proposition/Elevator Pitch.md

@@ -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)

marketing/publications/content-calendar.md

@@ -1,10 +1,10 @@
 ---
-title: "Posts Dashboard"
+title: Content Calendar
 notetype: other
 tags: []
 ---
 
-# Posts Dashboard
+# Content Calendar
 
 ```dataviewjs
 // ─── CONFIG ──────────────────────────────────────────────────────────────────

marketing/publications/posts/promoting-9-steps.md

@@ -1,3 +1,32 @@
+---
+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

marketing/publications/website/homepage-content.md

@@ -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#)