#copywriting
5 pieces filed under “copywriting”.
Testing brand voice on people, not vibes
Vibes aren't evidence. Test brand voice on real people with comprehension checks, cloze deletion and the 'could a competitor say this' filter.
Voice-of-customer mining for pages that convert
Mining sales calls and research notes for conversion copy: consent, tooling, tagging pains vs goals, verbatim headlines, and feeding it back into tests.
Landing-page anatomy: nine sections, one job
Landing-page anatomy section by section: the above-the-fold promise, objection order, proof stacking, demo moments and the end-of-page CTA ladder.
Conversion copywriting: clarity beats clever
Copy is the cheapest conversion lever you own. How to build a message hierarchy from customer research, map objections, and test copy without twelve variants.
The anatomy of a landing page that converts
Promise hierarchy, proof placement, objection handling and CTA economics — a section-by-section teardown of landing pages that convert, with a fictional before-and-after.