3 builders who never spoke to each other

Rewrite every line for the one audience you chose

Picking a single audience only pays if you go back through the whole site and redo it in their terms, page by page, including the pieces that were working. Where you serve several segments, give each its own page written around that segment's mission rather than around your feature list. A repositioning is not finished until the brand name itself stops belonging to the audience you left.

The method

1. 01

   Pick one industry for a membership product and rewrite every line of copy for that industry, rather than serving marketers in general.

2. 02

   Decide the single target audience and rewrite every line of landing page copy for them, because a broad position fragments the customer base and makes copy impossible to write.

3. 03

   Complete a repositioning by rewriting every page of website copy for the new buyer, and change the brand name if the old one belongs to the old audience.

4. 04

   Write one sentence naming who you help and the business outcome you produce, and put the whole company behind it when moving off a personal brand.

5. 05

   Write each segment page around that segment's actual mission rather than your feature list. Podscan's news agency page leads on breaking topics and early trend detection, the PR agency page leads on catching reputation risk before it spreads.

What it returned

• 2021

  Swipe Files was narrowed to SaaS founders and marketers in 2021, which Haines names as a major cause of new member growth and the reason he could sell sponsorships.

• The product was being sold at SaaS companies, e-commerce and agencies at once, and none of the copy could be made to resonate.

• The same B2C-to-B2B move included a new brand name and a full rewrite of the site's copy for the new target market.

• MegaMaker's single stated job was helping companies that sell digital products repair both the product and the marketing so that profit grows, and Justin hired Tim, Gary and Andre against it.

Sources

• 2021 Year In Review | Corey HainesCorey Haines · corey.co · What went well · 2022-01-01
• How an NBA player ruined my lifeJustin Jackson · justinjackson.ca · Here's what I'm doing about it · undated
• Change your market, save your productJustin Jackson · justinjackson.ca · Target a new market for your software product · undated
• Balancing Multiple ICPs: Strategies for Solo FoundersArvid Kahl · thebootstrappedfounder.com · Creating Dedicated Landing Pages · 2025-09-19
• I underestimated the complexity of my SaaSLuca Restagno · solopreneurtofreedom.com · I underestimated the complexity of my SaaS · 2024-02-04