Finding the right message is a great book about customer research. Here’s three things from it that you can apply today.
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These two words add nothing, don’t speak to a pain point, don’t differentiate and waste everyone’s time. I cannot stand them.
Read More![Four easy ways to make your demo pages better [WITH VIDEO]](https://images.squarespace-cdn.com/content/v1/5a2dcb3db1ffb690d433ad2b/1647806682759-TLP26EWUC472H0817VSU/unsplash-image-YDVdprpgHv4.jpg)
The more people you can get clicking through on your demo page, the better. Here’s four easy ways to optimise these crucial pages.
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So 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.
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“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.
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Vertical landing pages are a great strategy - but you have to execute on them correctly.
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Your home page headline is part copywriting, part a reflection of your business model.
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One way to figure out what kind of headline to write is to ask yourself a basic question: “is this material interruptive or not?”
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Chargify are a great case study of both very good and very bad testimonial quotes.
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Don’t be afraid to take your time to tell your story in the right context.
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Screenshots 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.
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Here’s three examples of calls to action that could….use a little work.
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It’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.
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If 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 More![[VIDEOS] What we can learn from Drift and Toggle's home pages](https://images.squarespace-cdn.com/content/v1/5a2dcb3db1ffb690d433ad2b/1633290468487-KWQEF7ZUIDU4O6BQ0ECX/unsplash-image-Px3iBXV-4TU.jpg)
The 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.
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Copywriting is just one piece of your marketing puzzle. Here’s three problems that your copywriting can’t - and won’t - solve.
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Asking 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.
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Vague, aspirational headlines sound nice, but they make for a terrible experience on your website. Tidy them up!
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Digital 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.
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