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The wrong way to create a website page:

1. Design team wireframes
2. Design team builds the page and adds placeholder copy.
3. Copywriter fills in

Short copy doesn't work.
Long copy doesn't work.

GOOD copy works.

Invest in good copywriters.

Or, study and master copywriting.

In your copy, use both:

👉 Something old
👉 Something new

You’ll combine the power of proven ideas AND unique ideas.

For instance, take PAS.

It’s one

I have 88,240 followers on LinkedIn.

Here are 5 steps I used to start creating content:

Step 1: Find your niche.

During this step, identify what

My client used stock photos for Facebook ads.

So I asked the founder,

"Are you up for using a pic of you instead?"

He's a humble

I can still recall that day in Poetry 101.

"It's ambiguous," my classmate said.

She sniffed and closed her eyes.

The class nodded. I quickly

Marketer: We need to define our target market.

CEO: Our target market is everybody.

Marketer: 😬

If your marketing speaks to "everybody," it speaks to nobody.

Here

Productive People Do These 7 Things:

1. Turn off Slack notifications.
2. Turn off email notifications.
3. Reply to emails and Slacks at scheduled times.
4. Set

There's no replacement for high-quality content.

Have bad content? These things won't fix it:

👉 A great distribution strategy.
👉 Amazing design/graphics
👉 A high

You pay $40K for a branding agency.

They come up with this:

"The 3 words that describe your brand are: relatable, fun, and professional."

Their

What people think copywriting is:

👉 Writing

What copywriting actually is:

👉 Market research
👉 Competitor research
👉 Customer research
👉 Internal research
👉 Research analysis
👉 Positioning
👉 Offer optimization
👉 Developing

What people think copywriting is:

👉 Writing

What copywriting actually is:

👉 Market research
👉 Competitor research
👉 Customer research
👉 Internal research
👉 Research analysis
👉 Positioning
👉 Offer optimization
👉 Developing

13 tasks I do BEFORE I write website copy:

1. User surveys
2. Churned user surveys
3. Data analysis
4. Review mining
5. User interviews
6. Team interviews
7. Heuristic

Me: Don't be corporate. Be human.

Company: But that's our brand!

Me: So you're intentionally choosing a boring, ineffective brand?

Company: Umm ... I guess so.

P.S.

Copywriters,

Don't be afraid of AI writing.
Don't refuse to it.

Instead, embrace it.

Think of AI as another person on your team who is ...

-

I've conducted hundreds of user interviews.

An unpopular truth ...

Most B2B and B2C tech users care deeply about UI and "cool factor."
They want to

ChatGPT is not a writing tool.

It's an assistant for writers.

And every writer should use it.

Copywriting isn't an art project

You need creativity, but you should NOT rely on it.

Instead, rely on research, like:

👉 Market research
👉 Customer research
👉 Competitor

Need copy ideas?

Look at your Facebook, TikTok, and Instagram ads.

And read the comments.

You'll find:

- VOC data
- Ad feedback
- Why prospects don't purchase
- What

Bad websites share info about a product.

Good websites pose a highly-compelling sales pitch.