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Brand, web & content

Copywriting & messaging

Say what it is in words a customer would use.

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How do I write a headline / value proposition that grabs attention? A great headline states the specific outcome for a specific person, clear beats catchy. Julian Shapiro's advice: make the header fully descriptive ... Intermediate 1 resource → How do I find the exact words my customers use to describe their problem? Mine their language directly, sales calls, support tickets, reviews of competitors, Reddit and community threads. Then feed their phrases back into... Intermediate 2 resources → How do I keep my brand voice consistent across the website, emails, and app when I'm the one writing everything and it all sounds different? Write down a one-page voice guide: three adjectives, a short do/don't list, and five real example lines, then check new copy against it. The incons... Intermediate 2 resources → How do I write microcopy for buttons, empty states, and error messages so the product feels friendly instead of robotic? Microcopy is where personality actually lives, so replace "Submit" and "An error occurred" with words that tell the user what just happened and wha... Intermediate 3 resources →
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