The Invisible CTA Button
Richard A perfectly designed, bright red “Buy Now” button sits right in the middle of a webpage, yet the reader scrolls right past it. They didn’t miss it because they were…
Copywriting
How Esso Made Gasoline Visible – Copy Breakdown
A giant tiger sits across the roof of a car, its paws hanging beside the windows and its striped tail curling around the bodywork. Above it, the headline gives the…
Escape Plans Are Built Backwards
The 1962 Alcatraz escape didnโt begin with digging a hole in a cell wall. It began with the destination: get off the island. That destination dictated the problems that had…
The Spoon Principle of Copywriting
An escape tool doesnโt have to be impressive. It has to work. Same with copy. A plain sentence that moves the reader can outperform a clever sentence everyone admires. Lesson:…
Your 28,000 Subscribers Do Not Owe You a Click
A channel with 28,000 subscribers gets 736 views in 18 hours and the obvious question is: what happened? Maybe the algorithm buried it. Maybe subscribers stopped watching. Maybe the channel…