Copy tips

Lazy Positioning

Copy tips / May 26, 2023

[The Best solution for X] is a website title formula that’s dramatically over-used. Even worse is [The blablabla Solution]. As if there’s only one? I hate it. For some reasons: Besides, it shows a lack of effort to position yourself properly. Of course, not every company can or should create a category of their own. …

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Think positively

Copy tips / May 10, 2023

Frame your copy positively. When you’re selling a solution, name the solution rather than the problem you’re avoiding. For example, say: “our tables are soft on the floor” rather than “our tables won’t scratch your floor”. Whether you like it or not, when you promise something won’t happen, your reader is still creating a negative …

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