Find the brand voice that resonates and converts.
Today I’m going to show you the basic structure of persuasive copy. The example Check out this screenshot from the Leaving Work Behind website by Tom Ewer. This email subscribe form is actually a cute little sales pitch! Let’s dissect it. So, how does Tom persuade you to get on his email list? First, he … Read more
How would you like to have the AXE effect on your website? Your website will play the role of the unsuspecting regular guy who puts on body spray. Your prospects will play the roles of scantily-clad women who are eager to umm… Well, you get the idea. Where am I going with this metaphor, right? … Read more
I sometimes get business owners sharing this concern in the middle of our first call or email: Please, I don’t want anything too hyped up… Poor fellas. They must have waded through a lot of exclamation marks and “Haven’t you ever wanted to…?! Well, now you CAN!” type of copy. They are right. That’s yucky … Read more
We created our company website and it's not driving a lot of leads and sales. It doesn't connect with our customers, nor does it give a story of how what we do helps them. Does it sound familiar? If yes, stay with me. Buckle up. Everyone goes through this. It doesn't matter if you call … Read more
Our website doesn't reflect what we do. It's been mutilated by various SEO "professionals" to the point where it barely makes sense. Sound familiar? If you answered with a "Yes", then you're probably thinking about a complete copy overhaul. And, because, as a small business owner, you're accustomed to DIY, you probably tried writing the … Read more
The other day I did a copy review on reddit for John, let’s call him that, who had a job seeking startup. The landing page had a picture of a baseball hat on it and no other text but this headline: Tell everyone that you’re looking for a job. Learn more. When I clicked the … Read more
We recently finished a complete redesign of the landing page for our OpenCart mobile theme. Both the theme and the copy were changed. It took a number of iterations to make it look like it does now. I cannot say a lot about the design, but I'll tell you what transformations the copy went through … Read more