3 builders who never spoke to each other

Cut every line written to impress

Most pages are organised around what the seller wanted to say, and readers can feel it. Audit the landing page, the last newsletter and the last pitch by asking what the recipient needed from each, then delete the specialism lists and the argument for your own importance. Aiming to be refreshing rather than different keeps the test on the audience instead of on rivals.

The method

1. 01

   Audit your landing page, your last newsletter and your last pitch by asking one question of each: was this built around what you wanted to say or what the recipient needed to hear, then rewrite for the second.

2. 02

   Aim at understanding the customer rather than at impressing them.

3. 03

   Aim to be refreshing rather than different. Different means measuring yourself against competitors, refreshing forces you to ask who you are refreshing to, which puts the audience back at the centre.

4. 04

   Delete the paragraphs listing your specialisms and the business case for your service: the page should teach the prospect something and place you against the alternatives instead.

What it returned

• Natividad credits the framing to J Kenzo

Sources

• The 80/20 of Copywriting: How Copy Can Elevate Your Freelance Game In Just 7 Days - Double Your FreelancingListon Witherill · doubleyourfreelancing.com · Why Your Copy Isn’t Working Hard Enough For You · 2015-08-28
• Just tell me when you'll be here.Justin Welsh · justinwelsh.me · Retraining the brain · 2026-03-28
• My guide to conversational copywritingHarry Dry · Marketing Examples · 10/ Empathise · undated
• Amanda Natividad — Mastering Content Creation and Audience Engagement – The Bootstrapped FounderAmanda Natividad · thebootstrappedfounder.com · 2023-12-06