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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 structure a message so customers care (story / framework)? Make the customer the hero and your product the guide that helps them win, that's the StoryBrand framework in one line. Frame it as: they have a pr... Intermediate 2 resources → How do I write the copy for my landing page hero section when I have three different types of customers using my product? Pick one. A hero that talks to three people talks to no one, so lead with the segment that pays fastest or hurts most, and let the rest find themse... Intermediate 3 resources → How do I turn a boring feature list on my pricing page into copy that actually makes people pick a plan? Stop listing features and start naming the outcome each plan unlocks, "5 seats" means nothing, "your whole team in one workspace" means something. ... Intermediate 2 resources → How do I write my cold outbound email copy so it gets replies instead of getting deleted in two seconds? Make it short, make it about them, and earn the reply with one specific, easy ask. A cold email that reads like a template gets treated like one, s... Intermediate 3 resources → How do I write copy that overcomes objections without sounding defensive or salesy? Name the objection out loud before the reader does, it disarms the doubt and signals you're honest. "Worried about the switch? Here's the 10-minute... Intermediate 2 resources →
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