Category: Copywriting
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Strong Positioning
I didn’t know that positioning was a thing until I read Obviously Awesome by April Dunford. I’d always just lumped it in with bullshit “Branding” exercises and other design astrology. The hallmark of weak positioning is that people can’t understand what your product does. When they do, they don’t get how it’s different from any…
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Strange is just better
General Electric has a facility in North Carolina that builds, among other things, airplane engines. The teams at the Durham facility build their engines from scratch. The wicked thing is there’s no middle management. This is how they get stuff done 👇
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Product Messaging
Let’s start with our landing page. Instead of judging a page on opinion and preference let’s based the teardown on proven persuasion principles. I’m going to use these principles like a gap analysis tool. These are critical components to building a persuasive argument. All I have to do is go over the copy and ask…
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Landing page optimization
When I begin working on improving conversion for a landing page the starting point is always the value proposition. A company called Marketing Experiments put together a heuristic for calculating the probability of conversion: Conversion = 4 motivation + 3 value prop + 2 (incentive – friction) – 2 anxiety The single biggest factor here…
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Writing Design
Most of what you see on a screen are words. Words make up the content, the navigation, it’s on the buttons, in the headings, it’s everywhere. Everyone knows what the product is supposed to say. Yet, at the last minute, someone on the team is tasked with filling in the final wording. If you have…
Josh Pitzalis 