Finding the right message is a great book about customer research. Here’s three things from it that you can apply today.
Read MoreThese two words add nothing, don’t speak to a pain point, don’t differentiate and waste everyone’s time. I cannot stand them.
Read MoreThe more people you can get clicking through on your demo page, the better. Here’s four easy ways to optimise these crucial pages.
Read MoreSo many companies have great value propositions - but they bury them under bland, vague home page headlines. Here’s what I mean, an example, why I think it happens, and how to avoid it.
Read More“Simple,” “easy” “all-in-one” and other statements like that look nice - but they’re not actually that compelling. Here’s how to write better benefit statements by going a layer deeper in customer conversations.
Read MoreVertical landing pages are a great strategy - but you have to execute on them correctly.
Read MoreYour home page headline is part copywriting, part a reflection of your business model.
Read MoreOne way to figure out what kind of headline to write is to ask yourself a basic question: “is this material interruptive or not?”
Read MoreChargify are a great case study of both very good and very bad testimonial quotes.
Read MoreDon’t be afraid to take your time to tell your story in the right context.
Read MoreScreenshots on your home page can be great - IF you use them strategically, and think about the value they’re communicating to your audience. Here’s three questions you should ask before you slap a screenshot on your home page.
Read MoreHere’s three examples of calls to action that could….use a little work.
Read MoreIt’s pretty straightforward:
Be specific
Use the microcopy to handle objections
Keep people engaged after they click for as long as humanly possible
Last week, I wrote about the downsides of category benefits. This week, I’m talking about how you can make category benefits work in your messaging.
Read MoreIf you’re writing copy for an audience who is comparing you to direct competitors, it’s really important that you make sure you talk about product benefits that differentiate you rather than category benefits that don’t.
Read MoreThe headline and subhead of your home page is critical. I worked through two examples to show you a couple of common mistakes - and how to fix them.
Read MoreCopywriting is just one piece of your marketing puzzle. Here’s three problems that your copywriting can’t - and won’t - solve.
Read MoreAsking your clients why they like working with you is a surefire way to get bland, boring copy. A better way is to ask them what was going on in their business when they started working with you.
Read MoreVague, aspirational headlines sound nice, but they make for a terrible experience on your website. Tidy them up!
Read MoreDigital marketing firms have got to be in one of the most crowded fields there is. I reviewed one firm’s website, and gave pointers to help them stand out from their competition.
Read More