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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Content marketing and email automation.
These two words add nothing, don’t speak to a pain point, don’t differentiate and waste everyone’s time. I cannot stand them.
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Some aspects of your product are table stakes - they’re things your customers just expect as a matter of course. They’re not differentiators and shouldn’t be treated as such.
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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The fixed-price-two-revisions model sucks. So I’m replacing it with something better.
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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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Newsletters are a great way to nurture your soft leads - but they’re extremely challenging to send out if your business is bigger than 1 person. Here’s a better way to talk to your soft leads.
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I had a look at how many different types of projects I’ve worked on since August 2020. The results were not pretty.
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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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Open rates, click throughs and unsubscribes - are they telling you what it looks like they’re telling you?
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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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Keeping an engaged list is less about what you write, and more about who’s on the list in the first place.
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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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