Articles & Posts
Practical thinking on B2B copy, messaging, and how buyers actually make decisions.
Long-Form Articles
In-depth pieces on the copy problems B2B companies run into, and how to fix them.
When Your Buyers Ask AI Questions, Are You There?
Your buyers are asking ChatGPT and Perplexity about your category before they ever reach your site. This paper covers why most B2B tech companies are invisible in AI search, the five signals that get a company cited, and a six-step audit you can run in about two hours.
Read the Paper →Why B2B Websites Lose Qualified Leads Before the First Conversation
Most B2B websites have a traffic problem hiding in plain sight. The issue isn't how many visitors show up, it's how many leave without taking any action at all. Here's where the copy usually breaks down, and what to do about it.
Read Article →Why B2B Email Sequences Nurture Nobody
Most B2B email sequences are technically functional and emotionally invisible. They go out, get opened once, and never prompt a reply. The problem isn't frequency or subject lines, it's that the copy doesn't speak to where the buyer actually is in their thinking.
Read Article →LinkedIn Posts
Short-form thinking on the copy problems B2B companies face every day.
The Brand Messaging Test
One quick test that tells you whether your brand message is working, or just taking up space on your homepage.
Read on LinkedIn →What a Brand Messaging Platform Does
It's not a tagline. It's not a mission statement. Here's what a real brand messaging platform actually is, and why every other piece of copy depends on it.
Read on LinkedIn →AI Wrote It. Nobody Read It.
The problem with AI-generated copy isn't that it's wrong. It's that it sounds like everyone else, and B2B buyers can tell.
Read on LinkedIn →The One Copy Fix That Moves Every Metric
There's one change that improves click-through rates, response rates, and conversion rates at the same time. It's not a tactic, it's a reframe.
Read on LinkedIn →What B2B Buyers Do Before They Call
By the time a B2B buyer reaches out, they've already made most of their decision. What they read on your website during that research phase matters more than most companies realize.
Read on LinkedIn →The Website That Loses Leads Before Hello
Some websites don't lose leads because of bad design or slow load times. They lose them in the first two sentences, before the visitor ever scrolls.
Read on LinkedIn →The Email Sequence That Nurtures Nobody
Most nurture sequences check all the boxes: regular cadence, decent subject lines, a CTA at the end. And most of them get ignored. Here's why.
Read on LinkedIn →The Proposal That Lost on Paper
The sales call went great. The demo landed. Then the proposal came back, and the deal went quiet. The problem is almost always the same.
Read on LinkedIn →What "We Help Businesses Grow" Actually Communicates
Nothing. It communicates nothing. Here's what to say instead, and why specificity is the most underused tool in B2B marketing.
Read on LinkedIn →Why B2B Sales Cycles Are Longer Than They Need to Be
Long sales cycles aren't always a process problem. Sometimes they're a copy problem, one that starts well before a buyer ever talks to your sales team.
Read on LinkedIn →The One Question Every Homepage Should Answer in 10 Seconds
Visitors don't read homepages, they scan them. They're looking for one thing: whether this company solves my problem. Most homepages make them work too hard to find out.
Read on LinkedIn →The Follow-Up Email Nobody Writes
Most follow-up emails say "just checking in." The ones that actually get replies say something different, and it's not complicated.
Read on LinkedIn →The Cold Email That Talks About Itself
Most cold emails open with the sender: company name, product name, awards, years in business. The reader is looking for one thing, and it isn't any of that.
Read on LinkedIn →The “Just Checking In” Problem
Three words that signal nothing. No new information, no reason to respond. Here's what a follow-up needs to carry instead.
Read on LinkedIn →The 5–25x Acquisition Tax
Winning a new customer costs 5 to 25 times more than keeping one you already have. That gap is where a lot of marketing budget quietly disappears.
Read on LinkedIn →The Growth Number Investors Actually Care About
Top-quartile B2B tech companies hit 113% Net Revenue Retention, growing 13% with zero new business. Most of what moves that number gets written, not sold.
Read on LinkedIn →The Onboarding Gap
Companies fight hardest for a customer right up to the signature, then give the relationship less attention exactly when it needs more. The first 90 days are the highest-leverage copy you have.
Read on LinkedIn →Pricing Clarity Is a Retention Lever
Pricing confusion rarely arrives as a complaint. It shows up as a customer who feels nickel-and-dimed at renewal, or a champion who can't explain your packaging to their own finance team.
Read on LinkedIn →The AEO Self-Audit
Most B2B marketing teams have never asked an AI tool what it says about their own company. It takes ten minutes, and the answer is usually uncomfortable.
Read on LinkedIn →Retention Pays Twice
Retention doesn't only protect revenue. Companies with top-quartile Net Revenue Retention hold higher valuations through both bull and bear markets.
Read on LinkedIn →The Channel Right Behind LinkedIn
B2B marketers rank email newsletters second only to LinkedIn for distributing thought leadership. So why is the newsletter the first thing to slip when the calendar gets tight?
Read on LinkedIn →