The Power of Playing Devil’s Advocate

September 26, 2019 | 0 Comments

No matter what industry you sell to, the decision-makers involved no doubt have reasons why they don’t want to buy your software or sign up for your SaaS offering. In all [...]

B2B Buyers Buy Based on Fear, Too

September 26, 2019 | 0 Comments

Copywriters are trained to think in terms of benefits. You know, how your software makes things better. Often what it boils down to is money or time. And frequently “more [...]

Boring Writing Makes the Internet Sad

August 26, 2019 | 0 Comments

Luckily, it’s not hard to make a few simple changes that will make your writing a lot better—without breaking a sweat. Here’s how. Don’t rely on adjectives. The [...]

You Shouldn’t Notice Great Copy

July 26, 2019 | 0 Comments

“A good advertisement,” it was once said, “is one that sells the product without drawing attention to itself.” In the Internet age, when it seems like every market is [...]

Pick the Right Topic For Your White Paper

May 26, 2019 | 0 Comments

No matter how good a software white paper is—how well organized, researched, and designed—it will get you exactly nowhere if it’s on a topic your prospects don’t care [...]

How to Write Edgy Copy

March 26, 2019 | 1 Comment

A lot of people think of witty, funny, and cool when they think of “edgy” copy. But those are just the symptoms of edginess. The underlying cause is honesty. Being edgy [...]
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