Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. When most people hear "CRO," they think about tweaking button colors, A/B testing headlines, or optimizing form fields—all with the singular goal of bumping up that conversion percentage. But this approach has always felt incomplete to me. It's like focusing on the destination without considering the journey. That's why at Conversion Alchemy, we're adopting a...
about 23 hours ago • 3 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. I've been working with a client recently on validating and optimizing their existing website copy, and I stumbled upon something that's been hiding in plain sight all along. While most copywriters are busy studying competitors' websites and running surveys, there's an underutilized goldmine of insights sitting right under your nose: product team interviews and user...
8 days ago • 3 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. There's this false dichotomy that's creating unnecessary tension in the copywriting world right now. On one side, you've got the purists who are completely shunning AI. On the other, you've got people who think you can just throw a basic prompt at ChatGPT and get conversion-focused copy in return. The purists: These are the folks who pride themselves on being "100%...
22 days ago • 4 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. "Is AI going to replace copywriters?" It’s the question almost every host has been asking me lately. It's a fair question, but I think it misses the bigger picture of what's actually happening. I just saw something Steven Bartlett (The diary of a CEO) posted: The new "moats" are attention, community, and genuine connection – the things AI can't replicate. Fast tools...
29 days ago • 4 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Why most SaaS messaging never takes off I've been reading Brandon Sanderson's Stormlight Archive series lately (we're talking 1000+ page epic fantasy books), and I'm completely hooked. I'm not typically a fiction reader, but after hearing him on Tim Ferriss's podcast, something clicked. During the interview, Sanderson shared an idea that immediately resonated with my...
about 1 month ago • 4 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Why prospects aren't connecting with your solution I've been deep in the weeds with a client this week working on their value propositions—and noticed something fascinating that many businesses get wrong when crafting their messaging. Our value prop canvas, going from problem to copy When mapping out the conversation happening in their customers' heads, there's a...
about 1 month ago • 3 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Are you working on an art project or building a commodity? A lot of SaaS companies struggle when it comes to finding that perfect balance between showcasing their unique vision and connecting with what the market actually needs. It’s something I see all the time with the founders and marketing teams I work with. There's this constant tension between two approaches to...
about 2 months ago • 4 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Your messaging is flat — here's how to add depth I've been playing basketball for over 25 years now, and there was this moment about a decade in when something clicked for me. For years, I'd been obsessed with scoring – creating the perfect shot, finding the sweet spot on the court, developing that unstoppable move. And I was decent at it, putting up respectable...
about 2 months ago • 3 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The architect and the gardener George R.R. Martin said something interesting about writers: I think there are two types of writers, the architects and the gardeners. The architects plan everything ahead of time, like an architect building a house. They know how many rooms are going to be in the house, what kind of roof they're going to have, where the wires are going...
2 months ago • 4 min read
Read online Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The hidden problem your prospects can't tell you about Back in my software engineering days in industrial automation, I programmed interfaces for factory workers operating heavy machinery. One small UI mistake and someone could lose a finger - or worse. I remember spending hours watching operators use these interfaces. They'd developed all sorts of workarounds for...
2 months ago • 2 min read