Lowfriction with Søren Vasø

The untapped copy gold: Steal your buyers' symptoms

If you feel it's hard to get your buyers to react to your content, this is the copywriting technique that will get you there.

Apr 10 • Søren Vasø

Now I know

6 months ago I walked away from my CMO role with no plan. I started a consultancy, went deep on AI, and ended up building something I didn't expect.

Apr 3 • Søren Vasø

March 2026

ABM Has a Blind Spot (and You Might Be Standing In It)

I had a list of 484 companies that needed our product. I knew all about them. Yet running "classic" ABM would never have worked.

Mar 20 • Søren Vasø

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Stop Pitching Features and Promising Outcomes (Do This Instead)

The messaging layer that makes buyers picture themselves using your product.

Mar 12 • Søren Vasø

DON'T copy GTM playbooks from LinkedIn

Most GTM content you read only covers how to reach the market. Here's your cheat sheet to understand how to apply it.

Mar 5 • Søren Vasø

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February 2026

7 arguments to stop your org from gateslapping buyers

A cheat sheet to convince anyone in your org to fix your broken buyer experience.

Feb 27 • Søren Vasø

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How Your Demo Gate Is Hurting Growth

Gating information behind a demo call inflates your CAC, shrinks your deals, and slows your pipeline. I built a model to show how much.

Feb 20 • Søren Vasø

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Industry pages get fewer clicks. Should you still build them?

Industry pages are 1 of 14 ways to create context for buyers but it might be the worst one. 91% of B2B buyers say this kind of content matters, so here…

Feb 12 • Søren Vasø

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AEO anxiety had me (until I realized something obvious)

What makes AI cite you is the same thing that makes buyers short-list you.

Feb 2 • Søren Vasø

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January 2026

7 ways to have a pricing page without pricing

Pricing pages get 18x more traffic than demo pages. Yet lots of companies don’t wanna show pricing. Here’s how to fix it without going all-in on…

Jan 27 • Søren Vasø

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The #1 play the 50 fastest‑growing SaaS companies all run

I studied the websites of the 50 fastest‑growing SaaS companies in 2025. 100% of them do one thing most slow‑growing companies still don't.

Jan 21 • Søren Vasø

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Stop sending buyers to "Book demo” (do this instead)

Low-intent buyers are ruining your CAC by eating your sales team's time. Here's how to filter them out before they ever book a demo: The “Choose your…

Jan 14 • Søren Vasø

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