Winning Sales Pages, Funnels and Conversion Rate Optimisation
Turning clicks into customers: sales pages, funnels and conversion-rate optimisation that sell without the pressure.
Why Scripting a Sales Video Feels So Hard (And How to Fix It)
Most business owners have no video on their sales page because scripting one feels impossible. Here is the real reason it is so hard, and the one thing that makes it easy.
18 March 2026 · 3 min read
The Tactic That Sold Soap by the Millions (and Why It Stopped)
A soap maker scaled to seven figures with webinars in 2018. The same tactic barely breaks even on cold traffic today. Here is why tactics decay, and what to do.
9 July 2024 · 2 min read
How Jokes Let You Get Away With Bolder Claims
A bold claim on its own sounds like bragging. Wrap it in a joke and the same claim lands as truth, because people are too busy laughing to argue with it.
26 October 2023 · 2 min read
Every Sales Objection Is Really About Status
People do not refuse to buy because they think it will not work. They refuse because of what buying and failing would say about them. Here is how to remove that.
27 September 2023 · 2 min read
The Right Way to Use Questions in Your Copy
A question in your copy is not there to get an answer. It is there to create curiosity. Yes or no questions give the reader permission to stop reading.
11 September 2023 · 2 min read
Why People Do Not Buy From You on Social Yet
Over half of social users will not buy through a social page, mostly because they are not sure the seller is legit. The fix is trust, built before the ask.
9 June 2023 · 2 min read
How to Sell in a Post Without It Looking Like a Sales Post
Posts that obviously sell rarely go viral. The fix is product placement: make genuinely funny content that just happens to feature your product, then tag it.
25 April 2023 · 2 min read
The Mini VSL That Can Nearly Double Your Sales
Adding the right video to your sales page can lift conversions by up to 86%. Not a 40-minute monster, a Mini VSL. Here is what it is and why yours is probably still video-free.
18 March 2026 · 2 min read
Why Fake Urgency Is Quietly Killing Your Sales
Fake urgency wins one sale and costs you future trust. We have all seen the never-again price that is sitting in the store the next day. Here is why it backfires.
27 May 2024 · 2 min read
How to Sell With No Testimonials
No reviews on a new product kills sales. Research in the Journal of Marketing found a way round it: people in a good mood are far more receptive to new things.
11 October 2023 · 2 min read
Why Every Post Should Make Just One Point
Two ideas in one post do not do twice the work, they cancel each other out. One idea per piece is clearer, more shareable, and lands the way a good joke does.
13 September 2023 · 2 min read
Stop Targeting Demographics. Target Psychographics.
Create for everyone and you create for no one is the biggest lie in marketing. Speak to your whole market by targeting how people behave, not their age.
17 August 2023 · 2 min read
Why the Social Media Buying Journey Is Not a Straight Line
On social, people do not start at the top of your funnel. They arrive at every stage at once, so forcing everyone down one path is why so many brands struggle to sell.
23 May 2023 · 2 min read
Why You Don't Need New Leads to Make More Sales
More sales feels like it means more leads, so you chase cold DMs and new prospects. Usually the fastest wins are sitting in the audience you already have and neglect.
29 November 2022 · 2 min read
Do This Before You Run a Single Ad
Most people who get burnt by ads start in the wrong place: running them. Sort your funnel economics first and profitable ads become almost inevitable. Here is how.
11 February 2026 · 2 min read
How to Make Customers Enjoy Your Product More Before They Even Buy
You can make people value your product more before they have even tried it. Decades of research on expectancy effects show why, and how to use framing to sell more.
13 February 2024 · 2 min read
The ROI of Funny: What One Joke Does to Your Funnel
Comedy is not just nice to have. Run the funnel maths on a $100 product with a $397 upsell and a conservative 20% lift turns £4k into £6k from the same traffic.
9 October 2023 · 2 min read
The Easy Way to Find a Killer Opening Line
Stop trying to write a great first line from scratch. Write the whole thing, find the single best line hiding inside it, and move that to the top.
12 September 2023 · 2 min read
When to Sell Softly and When to Just Say It Is for Sale
Sometimes the harder you push, the less you sell. Other times a plain 'ice cream for sale' sign has a queue down the beach. The skill is knowing which moment you are in.
21 June 2023 · 2 min read
The Easiest Way to Add Humour to Your Copy
You do not write funny copy by trying to be funny from the first word. Write the thing straight, then go back and add the jokes. That is how anyone can do it.
11 May 2023 · 2 min read