Read previous newsletters Hello Reader, This is my final survey-related newsletter. I'll share survey questions tweaked by industry, and show you how to use the responses to understand and communicate pain points, desires, and motivations in your content/copy. If you're pressed for time, here's a quick refresher: If you're E-commerce: Start with one question on order confirmation page: "What made you choose this product today?" If you're SaaS: Email users on day 3: "What problem were you...
about 1 month ago • 2 min read
Read previous newsletters Hello Reader, What you do with that VOC makes or breaks the effectiveness of your copy. Before we start, did you try out this VOC quiz I'd posted on LinkedIn? Here are 6 quick tips to help you collate VOC in a manner that surfaces the insights you need to get cracking on that compelling headline, ad copy, landing page, or email. If you're writing long-form articles, this exercise will help you get to the very nub of the problem and, therefore, communicate the...
about 1 month ago • 2 min read
Hello Reader,This edition is dedicated to surveys, and how to ask questions so that you don't end up with surface-level information that adds more clutter.Surveys are great for collecting customer language, but only if you ask the right questions. If you ask surface-level questions like "How satisfied are you?" you'll get surface-level answers.You must ask open-ended, context-rich questions that dig into the customer's experience and emotions. You're mining for language, not data. You're...
about 2 months ago • 2 min read
Hello Reader I've been AWOL because - life - but I'll try to be better now.If you're looking to develop a more outside-in approach to your writing, you're in luck. I'm going to talk about my learnings from Joanna Wiebe's course - Conversion Copywriting - on LinkedIn Learning. :)[This email is a brief introduction to the key points of what Wiebe covered in her course. I'll be offering detailed, practical tips in subsequent editions.] Let's start with VOC. When most people sit down to write...
about 2 months ago • 3 min read
Hello!I've been AWOL because - life - but I'll try to be better now.If you're looking to develop a more outside-in approach to your writing, you're in luck. I'm going to talk about my learnings from Joanna Wiebe's course - Conversion Copywriting - on LinkedIn Learning. :) Let's start with VOC. When most people sit down to write copy, they start with what they want to say. That's the first mistake. The most persuasive copy doesn't come from inside your head. It comes from the mouth of...
about 2 months ago • 1 min read
Hello Reader How have you been? I'm back with another edition--and we're going to talk about why you should care about parallelism in your writing. Look at these screenshots of bulleted lists and tell me what you see: Excerpt 1 Excerpt 2 As you read through these excerpts, do you sense some friction? Are the items in the list flowing as they should? In excerpt 1, notice the last item in the list. It's a complete sentence. All the other items in the list are phrases. How would I change it?...
9 months ago • 3 min read
Hello Reader, Did you try out any of the AI answer engines I talked about in the previous edition? In Edition #2, I'll talk about manually looking for quantitative data + combining AI tools with manual search. I've used and refined the manual process over 12 years of writing, and I still default to it rather than use a tool. (Not that you have to - I'm a bit of a content Luddite.) Here's how I do it: Google Search Operators I prefer to use search operators since it helps me find original...
11 months ago • 5 min read
Hello Reader, Sometimes, you just need a slight push to get started. I've been ruminating over writing a newsletter for a year, but there was always something keeping me from it - workload, family responsibilities, and, of course, imposter syndrome. Here's the piece of appreciation from Tripti Garg that finally got me off the fence and wading enthusiastically into the waters of newsletter writing. The appreciation message that started it all! Subscribe to her insightful newsletter, Trippy...
12 months ago • 4 min read
