In other words, instead of Sign Up now! consider a call to action such as Create your first invoice Now! or Write your first post now! or something else.
The idea, simply put , is to drop visitors straight into the deep end. Enable them to do something as quickly as possible. Let them splash around for a bit before being asked to commit. This gives the visitor the freedom to experiment with the application, easing the pain of handing over his email address to create yet another account on yet another site.
While it serves simply to highlight the benefits and features of an application, what the investment breakdown ultimately conveys is how hard the application is going to be to use. If it looks like work, the investment will feel cumbersome. If it looks simple, the investment will feel light and easy to overcome.