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WORDS THAT CONVERT
WORDS THAT CONVERT
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Conversion works
D&S DC Engine Pump Sales Campaign
Analysis of the Original Facebook Ad
New Facebook Ad
Product Launch Email Series
Product Launch E-mail
Objection Fighting Email
Lift E-mail
Financial Education for Kids Sales Campaign
Online Ad
Blog Post
Landing page
E-mail
Sales Letter
Real Estate Advertising Review | From Analysis to Improved Messaging
Wellbeing Activity Group Poster
Case studies
Structuring a Complex Logistics Problem for Faster Decisions
Reframing an Unpopular Concept for a Resistant Audience
Audience Resistance and Message Framing. Strategy Analysis
Promoting an Unpopular Idea Through Reframing
Explaining Free Markets to a Sceptical Audience
Communication Strategy Behind the Report
Communicating Across Ideological Barriers
Content thinking
Explaining Electronic Cargo Tracking
Explaining a Technical Product in Simple Terms
Converting regulatory legal text into a business tool
Original text
Analysis and Restructuring Strategy
Restructured Business Version
Turning Terms & Conditions into a Decision Tool
SGS General Conditions of Service
Before and After Comparison
Reducing Length Without Losing Value
Original REI Article
Content Reduction Strategy
Condensed Version
Using Behavioural Psychology to Reduce Friction
Audience Analysis Before Writing
Analysing an Unconventional Content Strategy
Internal Linking as a Decision Structure
Finding the Right Content Partnerships
Content strategy
Moving to Riga: Your Roadmap to Property Ownership in Latvia
Why Riga
Why NOT Riga
Moving to Riga: Your Roadmap to Property Ownership in Latvia
Part 1. Sun, Light, and Orientation
Part 2. Noise, Micro-location, And Why Quiet Is Rare In Riga
Part 3. Liquidity Killers
Part 4. Neighbours, Buildings, and Governance
Excerpts from 57-point checklist
57-point checklist. Buying guide for Riga residential property
What's next?
Narrative & Brand Tone
Narrative-driven product positioning
Creating desire through storytelling
Dinner invitation
Building Curiosity Through Storytelling
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Reducing Length Without Losing Value
Challenge: Reduce a well-written article by more than 50% without losing useful information, practical value or readability.
Original REI article:
How to Choose Hiking Boots
Content Reduction Strategy
Condensed Version
Converting legal text into a business tool
Applying behavioural psychology to content