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Website copy2 min read
Six benefit boxes walked into a page. None explained the service.
One concrete example can do more work than a chorus of boxes announcing that everything is seamless, tailored and excellent.
Growth3 min read
The campaign got busier. The packing table stayed the same size.
A promising acquisition result needs an operational conversation before the business increases the pace. Someone still has to deliver what was sold.
Quotes2 min read
Request a quote, then enter the mysterious waiting room
A quote button starts an arrangement. Tell the person whether the next step is a call, a visit, a price or simply somebody reading their request.
Cancellations2 min read
Before sending the discount, read the cancellation sentence
A customer leaving because the service no longer fits may need a different response from somebody leaving because they can't understand how to use it.
Attribution2 min read
Dear channel report: you didn't marry the customer
A friendly complaint about reports that turn a messy visit into a fight over which channel deserves a shiny medal.
Capacity2 min read
Tuesday is a capacity limit, not a marketing failure
If you only have one day to deliver a specialist service, a campaign should work around that reality instead of manufacturing seven days of disappointment.
Product titles2 min read
A product title is a label with a limited luggage allowance
Put the identifying information in the title. Give specifications, availability and application guidance their own clear places on the page.
Meetings3 min read
Minutes of a meeting that almost approved something
An imaginary creative review, featuring one useful factual correction, several preferences and a headline still waiting for a decision.
Stock2 min read
Everyone wants the blue one. We have every colour except blue.
A cheerful conversion rate for a product page can hide the simple fact that shoppers are arriving for a variant you can't currently sell.
Households2 min read
The person clicking is not always the person choosing tonight's programme
Household subscriptions involve shared routines. A campaign can acknowledge the other people in the room without making sweeping assumptions about them.
Change records2 min read
My favourite campaign feature is the way back
A proper change has an exit route. Remembering the old setup is much easier before you've overwritten it and gone home.
Brand search2 min read
Brand demand deserves its own budget conversation
Searches for a familiar brand answer a different planning question from discovery searches. Review their role and uncertainty before treating them as one growth number.