Lucky P.

“Our traffic is healthy but conversion isn’t.” “The product is strong, but our messaging feels generic.” If either line sounds like your team, I’d bet on guesswork. Somebody brainstormed the headline and somebody else trimmed the page until it looked short enough to skim. People do read long pages when the page is about them. Your customers have already said what they need to hear. It’s sitting in reviews, survey answers, interview notes, and sales calls, and most of it hasn’t made it onto the page. Knowing the product inside out doesn’t help much, because the answer lives outside it. I’m a conversion copywriter. Sales pages and landing pages are what I write, along with the product messaging behind them. My work has covered tech, startups, online gaming, finance, travel, and fashion, and I’ve also worked as an Account Manager, so I know how a project looks from the client’s side of the table. Teardowns and rewrites of existing pages are welcome, and so are full voice-of-customer listening projects. I work from Joanna Wiebe’s Copyselling System, which starts with your numbers. Before I write anything, I want to know what is actually holding back sales, and I name it so we can measure the finished page against it. Then I listen. Out of your feedback I pull the words buyers repeat and the lines that make me stop. Those go onto a Message Matrix, 36 beats long, that runs from the problem that sends someone looking to the moment they say yes. Wording comes third. Who the page is for and what it asks them to say yes to usually matter more to sales than the wording does, so those get settled first. When I do write, I build the draft from your buyers’ own words, shaped by a structure that fits the hook, such as Problem-Agitation-Solution. I put the problem on the page first, so the reader feels it before your product shows up. The Seven Sweeps follow, seven editing passes that begin and end with clarity. I score every draft twice before you see it, once for whether the foundations are in place (PARR) and once for whether the copy will sell (ASSET). With an existing page, I start by taking it apart, scoring its audience, offer, and copy red, yellow, or green, and then fixing the reds before anything else. A page that doesn’t exist yet comes with all of its copy: headlines, proof, button text, and answers to the objections that would otherwise send your buyers away. Nobody on your side has to brainstorm a headline. The Message Matrix stays with you either way, so you only pay for the listening once. Ads, emails, product pages, and whatever page comes next can all draw on it. Nobody can promise a result before a page is live, so once it is, we test it against the problem we named at the start. A client whose blog article outranked 3 major competitors in 30 days said: “You don’t just write — you understand what makes content work.” My best clients keep an open mind and let customer language count for more than the loudest opinion in the room. Their reviewers give notes on accuracy and legal risk, plus anything that clashes with the brand, and “I like it” doesn’t count as a note. Copy nobody argues about rarely breaks through. I don’t aim for it. I turn down projects built on claims that can’t be backed up. I’m also the wrong person for clever slogans with no customer listening behind them, and copy can’t fix a product the market doesn’t want yet. Respect for the people involved has to be a given, and I only take a project when I can see something worth fixing. The longer the page stays as it is, the more visitors leave without buying. Send me your page or your offer, finished or not, and I’ll read it the way your customer would and tell you the single biggest thing it’s missing. I call that a Customer’s-Eye View. Message me whatever you have. Sales Copywriting, Conversion Copywriting, Sales Page, Landing Page, Product Messaging, Positioning, Unique Value Proposition, UVP, Voice-of-Customer Research, Message Mining, Messaging Hierarchy, Copy Teardown, Copy Editing, Conversion Rewriting, CRO, SEO Content, Content Strategy, Blog Writing, Website Copy, Startup, Tech, Gaming, Finance, Travel, Fashion Content