I removed the booking link from all six of our emails

Hi, it's Sharan.

Until this week, every email we sent a new signup ended the same way. Book a call with me. Six emails over two weeks, six booking links, and the same again by SMS and WhatsApp.

This week I took the booking link out of all of them.

That probably sounds backwards. Calls are where our sales happen, so the obvious move is to ask for the call more often and make the button bigger. I believed that for a long time too.

But when I looked at who books and who doesn't, I stopped thinking the link was the problem. Booking takes thirty seconds. People who skip it aren't short on time. They're being asked to give half an hour to a stranger before they know what they'd be looking at, and most of them expect a sales pitch at the end of it.

I'd skip that call too.

So the emails now do one thing. Each one sends you to a short video where I answer one question you'd want settled before talking to anyone.

There are six. In the first one I place a real order and you watch it move through all four apps as it happens, the customer app, the store, the rider and the admin, in about four minutes. The second is on why you pay once and own the code, where most platforms take a cut of every order for as long as you're in business. Then our free calculators, so you can see what launching costs and what your market could make. Then how Yalla got to 60,000 active users on the same code you'd get. The fifth shows exactly what happens on a call with me, and the last one covers the five questions people ask right before they buy.

The longest is about four minutes. All six together take seventeen.

The calendar hasn't gone anywhere. It sits right beside the video on every page. The difference is that you get to it after you've seen the product, on your own time, and only if you still want to.

I think this is how any software company should treat you, us included. If a company wants your time before it has shown you anything, ask what it's waiting to show you. You're going to run your orders and your customer list on this. You should be able to watch it work, see what it costs and look at a real customer's result before you ever speak to a person.

One honest note. This went live this week and I don't have numbers yet. It's possible fewer people book. If the ones who do book already know what they're buying, I'll take that trade, and I'll tell you how it went either way.

If you've been reading these emails for a while and never booked a call, this was built for you. Start with the first video. It's four minutes, and you don't need to sign up or talk to anyone to watch it.