Step 3: Complete your F-A-B diagram
You now have (1) a list of product features, (2) knowledge of your target audience, and (3) a basic understanding of buyer psychology. This is enough to complete your F-A-B diagram, the foundation of your sales message.
Connecting advantages with benefits
The next step in writing your landing page copy is joining the advantages of your offer with the benefits for the customer. Then you have the complete F-A-B diagram that will be the foundation of your sales copy. You are now aware the distinction between offers that are solutions to problems and offers that are emblems of membership.
It is probably easy for you to go over your list of features now and connect each to an advantage. The advantages are almost always fewer than the features, which means that some different features give the same advantage.
You can do this with a spreadsheet program, or you can put the features and advantages on flash cards and lay them out on the table. Personally, I like to use a spreadsheet program or a simple drawing program to drag the features and advantages around in little boxes. Then I connect them with arrows or stack them on top of each other as you have seen in the examples.
Take your time playing around with the features and advantages; there could be more than one way to connect them. Maybe you will make two or three versions and aren’t sure which is best. In that case, you can use each to write a different version of your landing page.
More examples of F-A-B diagrams
Here are some more F-A-B diagrams I made while working on the copy of clients. Try to see which benefits are solutions, and which are emblems.
Step 4: Write your body copy the easy way
Your F-A-B diagram is the foundation for writing your copy. It describes how your product or service gives value to the customer. The goal of the sales copy is to make the target audience see and feel that value. Therefore, all the parts of the diagram will become themes and topics in the story of that value.
You take charge of their imagination. You let the target audience feel what it is like to enjoy the benefit. Then you prove that you can deliver it.
The diagram will help you greatly while writing because it leaves no room for doubt. Whenever you look at it, you will know exactly what to do next. It makes sure that everything on your landing page will be about one of the boxes and arrows in your F-A-B diagram.
Landing page copy tells a story. Recently it is called a “narrative.” The landing page creates a world and invites the target audience to imagine a future in which their lives will be better than they are now. At first, they are just watching; they are just the audience. They read paragraph after paragraph, and with each point, they start to care more. As they keep investing in the reality of the narrative, they feel a growing desire to act. The audience now wants to become part of the story. They can do that only by following your call to action.
Your job as a writer is to tell this story point by point, building up to the reader’s decision to act. You need a way to organize the message before you start writing. That way, you will always know what to write next.
Most copywriting books and websites give you a model for designing sales funnels and show how to use it for organizing the narrative of your copy. My favorite is: promise – picture – prove – push, and I have merged it with the F-A-B diagram to guarantee a transparent approach to write sales copy.
I know that the third one in the list is usually called “proof,” but I think ‘prove’ is better because it is a verb, just like the other three labels of the model. The verbs are a firm reminder that your landing page is always doing something to the reader.
- The ‘promise’ is the headline. It draws the target audience into the body copy.
- If you are selling a solution to a problem, ‘picture’ is showing you understand the problem and inviting potential customers into a world where their problem is solved with your solution. If you are selling an emblem, you hint at the freedom and privileges of the group to which they wish to belong. Advertisements for luxury items and gadgets do this with actual pictures. When you are selling an information product, of course, or any education, you can do this with stories and by writing in the same way the admired group speaks.
- You ‘prove’ that your offer is real and can make their lives better by using credentials and testimonials.
- Finally, you ‘push’ by stating a summary of your offer and asking them to take action (either buy now or leave their contact information) or by inviting them to look at more details. This is the call to action.
The ‘picture’ section takes up the most space. Your copy shows the facts of your offer, leading prospects to imagine a better life that makes them feel good. The copy leads them through all the topics in the F-A-B diagram. The audience has to understand each point on its own so that the value becomes apparent. Clarity is better than hype. They have to understand how the features, advantages, and benefits line up. Only then will your readers see how buying from you will get them the benefit(s) that you promised in the headline.
Every arrow in your diagram will become at least one paragraph. Each of the arrows connects a feature to an advantage or an advantage to a benefit that was promised in the headline. The paragraph is a mini-story that shows the cause-effect relationship between that particular feature and the advantage, or between the advantage and the benefit.
The product or service has distinct features that are fixed and clear. Then there are the unchanging needs and wishes of your target audience. The buyer is going to benefit from the features. It is cause and effect. To sell your offer, each link in the chain must be familiar to you.
The sales copy explains and proves these cause-and-effect relationships. One paragraph has to flow into the next, connecting each element to the value of the offer, leading the imagination of the audience.
Take enough space to picture the offer. Make sure that anyone who reads all the copy will know how the features of the offer deliver the benefit to the buyer.
Clarity about the offer is more important than using NLP tricks, hypnotic suggestion, or other hocus pocus. Your copy has to explain how the benefit will happen. There must be no doubt about how the offer gives value. Any doubt that the audience has about the offer will lower the chance of making a sale.
Sales copy varies in the amount of emotional hype and enthusiasm it shows. Some pages scream with excitement while others just describe the product. The level of emotional hype in the sales copy is adjusted by using more or fewer of these elements:
- bold headlines
- short paragraphs
- or exclamation marks!!
The more of these you use, the more “hyper” your sales copy. What level of emotional hype is recommended for selling your offer? That depends on the price of your offer and your call to action. Follow these rules of thumb and you will never go far wrong:
In summary: Use more hype in your copy if your call to action asks for the sale and you are selling a consumer product that is affordable enough to buy on impulse.
Sales identity and the writer’s voice
How you feel about your role as a salesperson influences the writing process. You must have the right view of yourself while writing because your self-image becomes visible in the copy. Every writer has a so-called “voice,” the typical style of his or her writing. When you are writing sales copy, this voice has to be the same as your identity as a salesperson. The style of the voice and the identity have to fit the product or service.
Many readers can sense it if the salesperson’s identity and the voice do not match. The landing page feels fake. They don’t believe you, so they leave.
The identity that shows in the voice matters for all kinds of offers. Both business-to-consumer (B2C) and business-to-business (B2B) sales are made by people. Companies too have personalities. Many company websites hide this personality behind so-called “marketing speak.” Their website uses big words that are supposed to make the offer seem important, but the reader feels only boredom.
Marketing speak often uses long words based in Latin, for example, “condition,” “opportune,” and “imperative.” Many businesspeople use this language when they think because such words are flexible and precise; however, they are terrible for sales copy. Even if the audience knows and understands them, they are harder to read. It is better to use short and ordinary words. That will make your sales copy sharp and clear.
Your copy has to reflect the identity of your company and your offer. Every business has a style of acting and speaking shaped by the owners and early employees. Your target audience will like the website if the sales copy is written in that style.
Your background knowledge makes it easy for you to put your company identity in your writer’s voice. You just have to resist the temptation to use elaborate language and marketing speak. Avoid the mistake of “big-talking.”
You are you, and you are telling it how it is in plain old English. While you are writing your sales copy, view yourself as an honest and excited expert. You are telling the truth that you know, a truth that you have to share with the readers because it is evident that after they buy from you, their lives will be great.
Keep in mind that you are an expert who is talking about your audience’s experience. You are not talking about all the details of the product or service. The drawback for you as the business owner is that you view your offer from the production side.
Many marketers don’t know their target audience in person. If that’s you, take special care to emphasize benefits over features. People who know only the product, but not the audience, tend to talk too much about features. Their widget is red and customizable. Their car has a six-liter engine. The cook uses fresh ingredients. The energy drink has electrolytes. Those features are what they spend the most time thinking about, so they forget to tell what these things will do for the customer. They don’t talk enough about the advantages and benefits.
This is what every copywriting book warns you about, and with good reason. When I’m looking for new clients, I review many websites of new businesses. This is the most common mistake I see people make. They talk about how they make the product or service. They talk about the company. They forget, though, the fears and desires in the minds of the target audience. This mistake will be your number-one risk if you are a beginner at writing sales copy.
How to decide on length
The length of the body copy should fit the attention of the target audience. That means that the length of the message should be proportionate to the action you want your audience to take. It takes only a short message to convince readers to give their email. It takes longer copy before they spend $47 on an e-book.
If your call to action asks for a sale, then write at least one complete paragraph for each arrow in your F-A-B diagram. Most landing pages and website copy will do great with just one paragraph per connecting arrow. You need more only for long-form copy.
Think of each paragraph having a particular weight in persuading the audience. The weight comes from successfully showing the connection between the feature/advantage/benefit. The length of the copy has to balance the price of the offer: The higher the price of what you are selling, the more weight you need to keep the landing page in balance. That is why opt-in forms have only one paragraph with a few bullet points. Contrast that with the long-form sales letters that sell information products for $47 or more.
Maybe you are a small business, and you want prospective customers to contact you by phone or email. In that case, you just need a Home page of about 500 words, an About page of 200-400 words, a page with some testimonials, and maybe a blog. You will need only one paragraph per arrow on the copy of the Home page. That is enough “persuasive weight” to ask for the small action of a phone call or email.
If you are selling something more expensive, such as a software-as-a-service that costs $1500 a month, you cannot expect your audience to be persuaded to buy quickly. You need a sales funnel. When selling expensive B2B products, the goal of your copy should be to:
- get prospects to sign up for your email list;
- get them on free trial;
- get their phone number;
- and have them download and read a whitepaper that explains how their businesses will benefit.
Selling with video
Video sales letters are great long-form copy. The flowchart in the previous section recommends that products that cost around $40 or more should be sold with long-form copy. If your offer meets this requirement, consider investing in a video sales letter.
For many products and services, a video is a stronger medium than written sales copy. It holds the attention of the audience with moving images and sound. It’s easier because more of the thinking is done for the audience. They can just go with the flow of the message without putting forth any effort.
Also, using video demonstrates that you can afford to invest in the best quality for your sales message. This is a subtle form of increasing credibility. Showing your sales message in video format requires extra cost and effort, which means either (1) your product is already profitable or (2) you have invested more in making sales, so you are confident that your product will be profitable. This is proof of your confidence, and it suggests that your buyers will not regret their purchase.
Nowadays, nearly all top-selling products and membership websites above $40 are sold online with a video sales letter. There is no need to reinvent the wheel: Follow the example of successful sales campaigns. If long-form sales copy is recommended for selling your product, then your conversion rate can be maximized by using a sales video.
Here are three types of sales videos, ranging from fast and easy to expensive. Content producers call this range “production values.” That refers to the amount of effort and technique that went into refining the content. High production values are noticeable in the smooth finish and a certainty that the work was done by professionals. You can make your sales video with lower or higher production values, striking a balance between your budget and likely effectiveness for converting traffic into sales.
The easiest way to make a video is simply to show the text of your sales copy on screen, line by line, while it is read aloud by a voice actor. This approach requires clarity and enthusiasm in the voice, so if you do this, make sure to hire the best voice actor you can find. The strength of your message, and, therefore, your conversion rate, will be limited by how persuasively he or she can speak.
Another way is to adapt your long-form sales copy in visual form. You can show graphs and drawings that say the same thing as the copy. Some video has a voice actor in the background while all the ideas are drawn by a cartoon artist in “fast-forward.” It looks professional and is very entertaining. Note how this makes the indirect suggestion of profitability even stronger: You are paying not only a voice actor but a cartoonist and an editor too.
A third option is to have the product explained and promoted by the creator. This is often done with health and fitness products. The creator is living proof of success and expertise, and we get to see other people using the product or talking about how great it is.
For many products, video will most likely boost your conversion rate, compared to a text-based sales letter. The more you invest in it, the more confidence you project to your target audience, and the more engaging it will be. If you are selling a product that is priced over $40, then, consider turning your long-form sales copy into a video sales letter.
How to brainstorm headlines
Good ideas for the headline can come only from working on the sales copy. Your knowledge about the product and target audience comes alive through the writing, and that is when the best headlines bubble up.
Remember that the headline is a promise of benefit(s). You are most likely to come up with good headline ideas while writing about the advantages and benefits. It can be direct, just stating how someone’s life will be better, or indirect, making people curious or fearful about something.
While I am working on the copy, I get ideas for headlines and write them all at the top of the page. Sometimes I spend a few minutes writing headlines before going back to the body copy. I go back and forth like that a few times, so that by the end of the first draft, I also have a list of headline candidates.
Just write a lot and do not worry about how bad they look. I guarantee that if you spend two hours writing as many headlines as you can, there will be some good ones there.
Write from your expertise
While you are writing the first draft, you must view yourself as an expert who shares information. Remember that clarity wins over hype. Clarity is always based on truth, and your job is to tell the truth in the best possible way.
Writing the truth with clarity comes from actual expertise. You don’t need to be world-class expert; you just need to be an expert, relative to your audience, and write from that position.
Write the first draft now
You are now ready to write the first draft, the raw version of your sales copy. Here is an overview of things to keep in mind:
- The F-A-B is the foundation of your sales copy.
- Write at least one paragraph for each causal arrow in the F-A-B diagram.
- You are a salesperson and an expert.
- You are selling either a solution or an emblem.
- Collect headline candidates on top of the page.
- Promise, picture, prove, and push.
Make the first draft by writing just as you talk. Imagine someone in your target audience sitting in the room with you. He or she has a problem or unconscious desire to belong to a particular group. You will describe this issue or heighten this desire to belong. Then explain your offer to this person, and after each paragraph, go back to the F-A-B diagram to see what point you want to make next. Then just write it without thinking too much about it. Thinking and rewording will come later, during the next step: rewriting.
Write the first draft now and read the next chapter when you are done.
Step 5: Rewriting
You now have the first version of your landing page copy. Each of the points from the F-A-B diagram is covered. Because of that, you are sure that you did not forget anything. Speaking as an expert, you told it like it is. Now it is time to make your copy smooth and polished.
First, do this: Remove the first paragraph. See if the copy becomes stronger without it. This can work well because, in the first paragraph of the first draft, we are still collecting our thoughts about what to say. This helps the writer to make sense of his or her ideas, but it is often useless for the reader. By the second paragraph, the sales copy gets down to business, and that is what the target audience has to see.
Also, try removing the last paragraph. Sometimes that works, sometimes not. Try it and see if it makes your sales copy look stronger.
Next, we’ll make the sales copy more professional. Two things will give your sales copy a professional feel to the audience:
1. unique words your audience cares about, and
2. well-formed paragraphs.
The first is a “must-have,” and it is easy to do.
The second is a “nice-to-have,” and it takes some work and practice. It is also the way to take your copywriting skills to the next level. For most kinds of sales copy, this is optional. To jam out a landing page, you don’t always need sophisticated paragraphs.
Maybe you are unsure of your writing ability. Experience does matter, and as you write more sales copy, you will get better at it. The sentences and paragraphs of your sales copy don’t have to be perfect–just good enough. You can raise your sentences and paragraphs to a higher standard of quality by understanding and applying a few basic principles. But first, I explain the basics of rewriting sales copy.
Words that sell
Some words will cause your audience to have stronger feelings about your offer. You need to find and use these words to lead their imagination. Without these words, your offer falls flat because then it’s nothing more than a bunch of facts, so their minds will follow, but their hearts will lag behind. Without feelings of enthusiasm and excitement, they will not act–because they don’t feel like it.
The words that lead the imagination are not the same for every target audience. They can look like nothing special until they appear in the copy of your offer. For example, here is list of words and phrases I considered using for a landing page that offered a software app that restaurant owners could use to get anonymous feedback from customers:
eye-opening, clear, vital, hospitality, service, reviews, insight, valuable, the heart of —, keeps you in touch with, takes the guesswork out off, familiarizes you with, expands your knowledge of, helps you separate fact from fiction, lucid, inside information, stay in the loop, gives you a clear advantage, proper, simple, clarify, monitor, tailored.
You can make a list like that based on what you know about the audience and about the product or service you are selling. I recommend, though, that you make things easy for yourself. You can buy a book that suggests words like these per category, like “money-saving,” “powerful,” or “self-improvement.” This handy book is called Words That Sell, by Richard Bayan. When I was starting out as a copywriter, I used it for almost every landing page I write. I still use it sometimes, to get more ideas.
Here is another example. I selected these words from Richard Bayan’s book and used them in the sales copy for another client, a 3D studio that makes digital pictures of buildings before they are even built. This copy has to convince real estate developers that a 3D picture or video of their housing project will impress buyers and investors. I made sure the language reflected that. All the following words and phrases appear somewhere in the copy:
vision, mesmerizing, stunning, polished, impress, trust, mastery, nothing sells like —, spellbinding, journey, gifted, sophisticated, breathtaking, elegant, captivate, reliable, stylish, vivid, tailor-made, artists, rich palette, graphic splendor, panoramic finesse, revealed, gleaming, smooth, interactive, virtuoso, privilege.
When you have a list like that, you can go over the first version of your sales copy and add them where they sound best.
How to write like a pro
In addition to using words that sell, you can make your sales copy more professional by using well-formed paragraphs.
You don’t have to be an experienced writer to create a landing page that sells. You can write the way you talk, based on what you know about the audience and your offer. If you stick to the formula I described in the previous chapters, then you will do well enough. Your audience will understand your offer.
But maybe you have time to make the copy as good as possible. Maybe your target audience is used to reading more sophisticated writing because they have jobs like doctor, professor, or executive. In that case, I recommend that you invest extra effort to give your sales copy that polished feel.
Many people believe that polished writing is about grammar, but correct grammar is just part of the basics. Flawless copy that is easy and pleasant to read comes from ordering your themes and topics in precise strings. You do this first with your sentences and then with your paragraphs. If you want to study this, I recommend the book Style: Toward Clarity and Grace, by Joseph M. Williams.
Step 6: Choose a headline
Your headline is designed to draw the attention of the target audience. It filters the people who might want what you offer from those who don’t need it. The headline of your sales page, though, is only one of the filters of your target audience. Your sales process can have a series of headlines that each filter a portion of your website traffic. That way you can target your leads more carefully, and you can have more insight into why a lead will or will not convert.
You should always choose a headline that fits the stage of the sales funnel.
For example, say you have an e-commerce shop that sells a wide selection of sunglasses. You run a Google Adwords campaign, and the advertisement for your website is shown only to traffic that searches for your chosen keyphrases, such as “buy sunglasses online.”
You already know that these prospects are interested in sunglasses because you get this traffic based on the search phrases they enter into Google. The headline of your AdWords advertisement is not made to get searchers interested in sunglasses, but in your sunglasses in particular. Of all the people who are looking to buy sunglasses online, you want only the portion of people who are interested in your sunglasses. The better your headline attracts only them, the more efficient your campaign and the higher the return on your investment.
Maybe you are selling affordable no-name sunglasses. You can filter your target audience by using a headline that promises sunglasses at a bargain price. Maybe you sell a selection of well-known luxury brands. Then you promise the benefit of distinguishing oneself and inspiring envy, indirectly, by showing a picture of designer sunglasses next to the recognizable brand names. Those who click on that will land on your website, and there you try to keep them on your website with other headlines that offer specific sunglasses.
The important thing to remember is that a headline acts as a magnet: The ideal headline draws in your target audience, the people that want your stuff, and not anyone else.
Of each step in the sales funnel, the goal of the headline is to catch the attention of the target audience–those people who are most likely to buy your product. The headline has to give them a reason to invest time in reading the rest of the copy.
You have brainstormed headlines while writing your body copy, so now you have a list to choose from. First, delete all the headlines that are similar to another candidate headline, but longer. A headline that promises the same benefit as another, but with more words, is never strong.
I usually have about 30 headlines that I cut down to 5 or 10, using gut feeling and common sense. The last 5 or 10 headlines can be split-tested, or your clients may just pick the one they like.
Some people recommend making or buying a so-called “swipe file.” That is a list of headlines for various offers that have been proven to work. You can use a list like that if your ideas don’t seem good enough. Adapt one of the headlines for your offer, and try it to see if it works.
But I don’t use a swipe file. Whenever I feel that the potential headlines are not good enough, I just spend another hour brainstorming. I know that the more time I put in, the more headline candidates I have, the greater the chance that I will find a good one.
Look for the following things in a headline:
- a specific promise, direct, or suggested
- the ability to make the target audience curious
- the shorter, the better
- exciting and entertaining
For example, do you remember the F-A-B diagram of the fighting academy that teaches self-defense? The sales copy would focus on the simplicity and no-frills realism of the training and the preparation to win a real street fight for the benefit of protecting yourself and your family. Also, the rigorous training would shape the body, so it would make you sexy. For men, there is the additional promise of sexiness that comes from the confidence of knowing you can win a street fight.
The subhead summarized this chain of logic as follows:
Practice the Overpowering Techniques of the Street to Get Tough and to Protect Yourself and Others
The subhead is a mouthful, but it includes the whole offer and should keep people reading. The headline should convey the same promise of toughness and protection, but in fewer words. The headline promises as much as possible in a few words.
This copy was intended for a newspaper ad, and I gave the client 12 headlines to choose from. I don’t know which one he chose, but my favorite is:
You Can Win a Street Fight
We see how it fits all my criteria for a good headline:
1 This is a specific promise of winning and suggests a masculine sexiness.
2. It will make many people curious about how this can happen.
3. It’s short: only six words.
4. It’s exciting and entertaining. The audience is invited to imagine winning a dangerous contest.
The other headlines played more on protection and the reality of a fight. This one, though, makes a better claim: You can win a street fight. All street fights are real, and most people don’t view themselves as being able to win one. Once they are hooked on this promise, they will read the rest of the copy to see how this can happen for them.
Here is another example of picking a headline. The copy I wrote for a business coach was based on the advantage of gaining clarity and
confidence, which will realize in turn the benefits of success and balance. The headline is:
True Leaders are Home in Time for Dinner
Again, this headline meets the criteria of a good headline:
- It offers a suggested promise that is counter-intuitive.
- It makes the target audience, people who view themselves as leaders, curious.
- It’s eight words short.
- It’s exciting because it breaks with the convention that professional success requires a sacrifice of private time.
Last, here is my favorite candidate headline for the online advertisement for an Australian hotel business that was for sale. As you can see in the F-A-B diagram from a few chapters back, the advantage of owning this hotel is that it is run under management and has a long history of profit. This gives the unique benefit of owning a hospitality business, a dream of many, while still enjoying an easy lifestyle. Therefore, my chosen headline would be:
Live an Easy Life in Rural Australia: As the Owner of the Club Hotel
Again, it meets (nearly) all the criteria:
- It promises an easy life with the glamor title of hotel owner. It’s specific because it names the hotel.
- It makes the target audience curious because running a hotel is not an easy life.
- It’s 14 words long. That is usually too long, but in this case, I think the extra information conveyed by Rural Australia and the full name of the hotel are worth the extra length.
- It is exciting because of the glamor of ownership in the hospitality business.
These examples show what to look for when choosing a headline. Remember that you can run a split test to see which works best. Testing usually leads to better results than relying on your intuition. But you need enough traffic before you can get results with a split test.
Step 7: Testimonials or client love
Testimonials are an important sign of credibility. They are the most important ingredient in the “prove” part of the model promise – picture – prove – push. Good testimonials show that you are real and that you deliver on your promise. Your happy customers reassure your target audience that they will not regret buying from you.
I recommend that you don’t call them “testimonials” on your website. Instead, when selling a product, just show the testimonials without a title, as part of the layout of your landing page. Websites that sell a service often have them on a separate page with the title: “Client Love” or “What People Are Saying.”
Here is a list of types of testimonials in decreasing order of effectiveness:
- A video interview in which former customers mention your name and business and describe what they got out of your product or service.
- A picture, with a text quote, full name, job title, and location of residence.
- A text quote with a full name, job title, and place of residence.
- A text quote without a last name and title. These testimonials are often faked. Why would someone say anything good about the business, but stay anonymous? These testimonials hurt more than they help, so I recommend you don’t use them.
The people who are giving testimonial should be your most credible customers and of the same demographic as your target audience. Testimonials for a B2B service should come from CEOs and entrepreneurs, and testimonials for kitchen knives should come from professional chefs or stay-at-home moms. Credibility comes only from real people who use your product or service to get real benefit.
Step 8: Proofreading
You are now almost done with writing your sales copy. All that is left to do is checking for typos.
First, let it rest for two full days if you can afford to wait.
By the time you are done writing and editing, you are so familiar with the text that you tend to overlook typos. You need to proofread with a method that helps you look with fresh eyes. The following steps force your brain to focus on one sentence one at a time:
- Don’t look at the copy until after a good night’s sleep.
- Print out your copy with size-14 font.
- Get two folded sheets of paper.
- Go over each sentence while you screen off the text above and below with the folded sheets.
- Start at the bottom and work to the top.
Proofreading someone else’s work is always easier than proofreading your own. If possible, let someone else do it.
Get in touch
Thank you for reading my guide. You now have the tricks and techniques you need to write a sales page that converts. You know how to structure your message, how to brainstorm and choose a headline, and how to build credibility. You can now feel confident about your ability to craft sales copy for your sales pages.
If you want to view more examples of sales copy for websites and sales pages, you can see my previous work on my portfolio page.
I wish you much success with your online marketing campaign.
Do you still need help? Do you have a question about sales copy or content strategy? Feel free to email me at Stefan, here at Vivid Web Copy’s domain. I will help you in any way I can, and I look forward to hearing from you.