On Sunday May 16, I am starting an experiment with Instagram story ads to test a theory: tech companies will undersell themselves on their own website by putting their most information dead second.

As I’ve talked about before, writing online is a counterintuitive game of saying your point first, then explaining it. Instead of saving your best point for last.

Here’s one example startup Dott. Their website’s landing screen:

“Small ride. Big change.”

Here’s the first section you see once you scroll:

“We’re here to free our cities with clean rides for everyone.”

Is it just me or is the second screen (excluding image factors) way more appealing as an offer?

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