The "Anti-Best Practice" Playbook
Generic "best practices" lead to generic results. To get extraordinary growth, you sometimes have to do the exact opposite of what everyone else is doing.
The Friction Filter
"Remove all friction. Make the form as short as possible (email only) to maximize lead volume."
"Intentionally ADD friction. Add 3-5 qualifying questions (Budget, Timeline, Team Size) to your demo form."
🧠 Why It Works
In B2B, lead volume is a vanity metric. Lead QUALITY is what matters. Adding friction filters out tire-kickers and signals to serious buyers that you are a premium solution for qualified companies only. It builds 'sunk cost' commitment before the call.
Real World Example
We added 'Estimated Monthly Ad Spend' and 'Current Tech Stack' fields to a client's form. Lead volume dropped by 20%, but Qualified Pipeline increased by 45% because sales reps stopped wasting time on bad leads.
The 'Ugly' Advantage
"Everything must be polished, branded, and high-production value. Use stock photos or professional studio video."
"Use raw, unpolished content. Loom videos, plain text emails, and iPhone photos often outperform studio quality."
🧠 Why It Works
We have developed 'Banner Blindness' for polished marketing assets. They feel like ads. 'Ugly' content feels authentic, personal, and trustworthy. It signals 'I made this just for you' rather than 'Marketing made this for everyone'.
Real World Example
A SaaS client replaced their $10k studio explainer video with a 3-minute Loom video recorded by the founder in a t-shirt. The Loom video had a 3x higher completion rate and doubled signups.
The Negative Sell
"Always talk about how great you are. Focus 100% on benefits and positives. Never mention limitations."
"Tell them who shouldn't buy. Explicitly list 'Who this is NOT for' on your pricing or landing page."
🧠 Why It Works
Trust is built by exclusion. When you say 'We are NOT for X', people who are NOT X feel a much stronger attraction to you. It proves you aren't just trying to take everyone's money. It makes your 'Yes' mean more because you are willing to say 'No'.
Real World Example
On our own agency page, we say 'We are NOT for early-stage startups with under $10k MRR'. This instantly builds credibility with our target enterprise clients.
The Price Anchor
"Start with your cheapest plan to avoid scaring people away. Hide expensive Enterprise pricing behind 'Contact Us'."
"Show your most expensive plan FIRST (or prominently). Even if nobody buys it."
🧠 Why It Works
This utilizes the 'Anchoring Effect'. If the first number they see is $5,000/mo, the $1,000/mo plan suddenly feels cheap. If the first number they see is $50, the $1,000 plan feels expensive. You need a high anchor to frame value.
Real World Example
A B2B software company added a $2,000/mo 'Concierge' tier. They sold zero Concierge plans, but sales of their $500/mo 'Pro' plan increased by 30% because it no longer looked like the 'expensive' option.
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We don't just follow best practices. We run data-backed experiments to find what actually works for YOUR specific business.
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