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Copywriting Friday: Run your tongue across your teeth
Copywriting Friday highlights the tools and techniques of persuasive content. Some of the examples may seem dated, but the principles are timeless (and critical for conversion rate optimization). Enjoy. In April 1922, a full‑page toothpaste ad ran in New York’s Evening World under the headline “The 5‑Year War on Film.” (Not that kind of film. Hopkins meant the sticky coating on your teeth, roughly what dentists now call plaque.) The brand was Pepsodent, and the copywriter behind the campaign was Claude Hopkins, whose Palmolive ad we’ve looked at before. In his 1927 memoir, My Life in Advertising, he describes making a million dollars from Pepsodent.
Win Report: 30x more leads by replacing four pages with one great offer
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win. In the next five minutes, we’ll show you how streamlining a lead generation mechanic increased form submissions by more than 30x. The Association for Financial Professionals (AFP) supports finance and treasury professionals through every stage of their careers. In addition to practitioner-informed certifications, it offers education and professional development that reflect real-world experience. The organization recently invested in a media campaign to increase brand awareness, but early results converting that awareness into leads were underwhelming.
Win Report: How a simpler homepage increased sales by 24%
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win. In the next two minutes, we’ll show you how simplifying the copy and layout of a homepage increased conversions by 24%. The Raw Honey Shop sells raw, single-source honey from artisan beekeepers in remote areas. Every jar is personally selected by the company’s founder, and the range runs to more than 40 varieties. Research: Everything visitors needed was on the homepage, but that was the problem As part of our initial research, we ran usability tests on The Raw Honey Shop, and asked screened participants to rate the site alongside two other specialist competitors.
Copywriting Friday: What Don Draper knew about copy
Copywriting Friday highlights the tools and techniques of persuasive content. Some of the examples may seem dated, but the principles are timeless (and critical for conversion rate optimization). Enjoy. In 2017, a real ketchup brand ran a real campaign written by a fictional advertising man in the fictional 1960s. It won a Gold Lion at Cannes. If that sentence means nothing to you, don’t worry. While we recommend all seven seasons of Mad Men, the lessons here are valuable whether you know the show or not. (We did this to you once before with Breaking Bad and Better Call Saul, and learned a lot.
Introducing CRO for Amazon Sellers: Turn more shoppers into buyers and outsell your competitors
If you sell on Amazon, you’re competing against sellers who can copy your product, undercut your price, and outbid you on ads. The only way to stay ahead is to understand your customers better than your competitors do, and turn that understanding into a compounding competitive edge. Faster learning compounds. Comparing the number of tests completed in your first year with CRO for Amazon Sellers versus Amazon’s own testing tool. That’s exactly what conversion rate optimization (CRO) does. For years, we’ve optimized Amazon listings for clients alongside their websites, using research and testing methods we’ve refined over two decades.
Win Report: How we increased orders by 9% without a discount code
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win. In the next three minutes, we’ll show you how adding two free services to a checkout page increased orders by 9% for a South American gift company. Our client delivers gifts internationally, serving visitors in several languages and currencies. Research: The dropout came at the very last step When we analyzed the client’s funnel, analytics showed a high proportion of visitors dropping out at the payment stage of the checkout.
“It’s been incredible… In every metric we use, there is more of it,” says Churnet Valley Railway
The following is from our huge library of client successes—why not discover how we can help grow your business? Churnet Valley Railway is a heritage steam railway running through the Staffordshire Moorlands in the UK. Founded in 1992 and run with the help of 250 volunteers, it welcomes around 110,000 visitors a year to its steam trains, old-fashioned coaches, and dining experiences. You can read more about our work together in our case study: How a website redesign delivered the best year ever for Churnet Valley Railway. A short video interview with the client window._wq = window._wq || []; _wq.
Copywriting Friday: Why you're worth it
Copywriting Friday highlights the tools and techniques of persuasive content. Some of the examples may seem dated, but the principles are timeless (and critical for conversion rate optimization). Enjoy. Sooner or later, every business encounters the same three words: You’re too expensive. How a business responds to this most common of objections is often revealing. Some ignore it, some rely on sales or discount codes, but others—a much rarer group—do something completely different. They justify their price, using reasons their audience can check. Vitsœ has been making furniture for more than sixty years, and arguing about its prices in public for many of them.
Win Report: How rewriting one button increased sign-ups by 39%
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win. In the next two minutes, we’ll show you how rewriting one button increased sign-ups by 39%. Exclaimer makes email signature management software for Microsoft 365, Google Workspace, and Exchange. The company now manages signatures for more than 10 million email accounts worldwide, at organizations including Sony, HP, Cisco, and the BBC. Research: When the customers tell you what works, take notice When we asked Exclaimer’s existing customers what actually tipped their decision, one thing came up again and again.
The Amazon CRO playbook: How to optimize your listings and beat your competitors
Our conversion rate optimization (CRO) methodology has helped generate hundreds of millions in sales for our clients, including many who sell on Amazon. In fact, we received our first Queen’s Award for codifying the scientific methodology that companies like Amazon use to improve their websites. But how does CRO on Amazon differ from CRO on other websites? The CRE team on a behind-the-scenes tour of an Amazon fulfillment center. In this article—for the first time—we’ll share how we bring our research and testing discipline to selling on Amazon. You’ll learn: The research that will tell you what’s worth testing before you touch your listing.
Introducing our second book: The 2027 CEO’s and Founder’s Pocket Guide to Growth
Introducing our second book: The 2027 CEO’s and Founder’s Pocket Guide to Growth And as a subscriber, you can reserve a free copy—ebook or paperback. Traffic is more expensive. Margins are thinner. Competition is relentless. And AI, marketplaces, and aggregators are increasingly intercepting customers before they ever reach you. Yet some companies are still pulling away—scaling faster, bidding higher, and growing more profitably than everyone else. In the book, you’ll discover how to: Grow despite rising acquisition costs. Recover from a drop in organic traffic. Compete with larger incumbents or fast-moving newcomers. Find the constraints holding back growth.
Resources for The 2027 CEO’s and Founder’s Pocket Guide to Growth
Coming soon: Resources for our new book The 2027 CEO’s and Founder’s Pocket Guide to Growth This is where you’ll be able to download the models and additional resources that accompany the book. The resources aren’t quite ready yet. Right now, we’re collecting preorders and sending out early copies of the book, and we’re putting the finishing touches on the models and supporting materials. If you sign up for the book’s companion newsletter below, we’ll let you know as soon as the resources are available to download. Receive the companion newsletter Sign up and we’ll notify you as soon as the resources are online.
Thanks for attending our talk
Thanks for attending our talkHere are the slides—and how to get the resources Thank you for coming along. We hope you found it useful. As promised, here are the slides from the talk: Download the slides (PDF) The talk draws on our new book, The 2027 CEO’s and Founder’s Pocket Guide to Growth. We’re putting the finishing touches on the models and additional resources that accompany it. If you didn’t pick up a free copy of the book on the day, reserve yours here and we’ll ship one to you as soon as it’s ready. Sign up for the book’s companion newsletter below, and we’ll send you all the resources as soon as they’re ready.
Copywriting Friday: The best ads don’t create desire, they borrow it
Copywriting Friday highlights the tools and techniques of persuasive content. Some of the examples may seem dated, but the principles are timeless (and critical for conversion rate optimization). Enjoy. If you’ve studied sales for any length of time, you’ve probably heard the advice to “lead with the benefit.” But the best direct-response copywriters push it one step further. The benefit you lead with isn’t something you invent, it’s something you borrow, from a desire your reader already carries. It’s decent advice (depending on context), but while this idea might sound limiting, it’s actually the opposite. The hardest part of persuasion is conjuring desire out of nowhere.
Win Report: How closing a gap with competitors increased Churnet Valley Railway’s ticket sales by 10%
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win. In the next three minutes, we’ll show you how redesigning a dining product page increased ticket sales by 10%. Churnet Valley Railway is a heritage steam railway running through the Staffordshire Moorlands in the UK. The attraction welcomes tens of thousands of visitors each year, and is genuinely loved. It holds a 4.8‑star rating on Trustpilot and has thousands of glowing reviews about the trains, the dining experiences, and the team.
Win Report: How supply-side CRO lifted sign-ups by 15%
Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win. In the next two minutes, we’ll show you how including a real job listing on a tutor recruitment page increased sign-ups by 15%. Our client runs a large online marketplace for private tutoring in the United States. Students post what they need help with, and local tutors apply to teach them. Research: A marketplace has two sides Like any marketplace, our client’s business required both demand-side and supply-side thinking.
Copywriting Friday: Dumb Ways to Die
Copywriting Friday highlights the tools and techniques of persuasive content. Some of the examples may seem dated, but the principles are timeless (and critical for conversion rate optimization). Enjoy. Most businesses, at some point, need to communicate things that their audience would really prefer not to bother with. A website cookie message, a compliance disclaimer, a terms and conditions checkbox. That’s not to say that these things aren’t important. They can be very important, but that doesn’t stop them draining a visitor’s attention or interest. The usual fix is to say the boring but important message louder, or in such a way that visitors are forced to interact.