How Kleo grows

The landing page has no purchase option, only a waitlist signup, to create scarcity, FOMO and a soft-sell ('no one knew, unless you knew'). Launched in mini beta launches to the waitlist only: a first launch to the original waitlist, then a relaunch, each producing a revenue spike. Still not launched to the public at recording.

Starting 4 weeks before launch, sent 10+ emails that educate on the problem with no CTA and no 'coming soon'. First email: 'The problem with AI content and why we're different' (tested headlines such as 'why most AI content fails before it even starts'), aimed at the top objection 'how is this better than free ChatGPT or Claude?' by reframing it as a differentiation problem, not an AI problem. The launch email put 'Kleo 2.0 is live. Try it now' with the link in the very first line to drive attention fast.

For launch one, ran a single LinkedIn Live. Announce it with a simple post on what it will cover; people who sign up get a LinkedIn notification when you go live. First 20 minutes educate on one topic, next 20 minutes walk through/demo the product, then pitch it, share the link and tell people where to buy. Zoom webinars are the alternative format.

Tried curiosity, scarcity and FOMO angles to push waitlist members to buy; scarcity worked best at the start. Told people 'We only have 500 spots available' so they acted faster and felt exclusive. Paired with a 50% lifetime discount.

'Edu-selling' (term from co-founder Jake): the co-founders' personal LinkedIn accounts plus a separate brand account, The LinkedIn Creator, post educational content answering the audience's biggest problems (e.g. best LinkedIn writing tips; the typical problems founders have creating content). No direct call to action or plug; at most the end shows where readers could get more results with the tool, which leads them to join the waitlist. Built up over roughly 6 months to a year before launch.

During the beta launches, ran 'VIP white glove onboarding' calls (booked via Calendly) taking customers through the product so they used it correctly, since people mostly churn from not understanding software. Calls were recorded to spot patterns in thinking, problems and bugs, which were fixed immediately. Also DMed customers directly for feedback. Happy users gave testimonials.

Waitlist buyers at launch were offered 50% off for a lifetime: 'If you buy now, you'll never have to pay the newer price ever again.' Used alongside the 500-spot cap.

Co-founder Rob gives his personal number to every Kleo user so they use the tool right and feel supported; the team keeps in close touch with every customer after launch rather than moving on.