People do not buy features. They buy a different version of their week. "Save 5 hours a week on client reports" sells. "AI-powered reporting dashboard with machine learning" does not. Write like you talk. Short sentences. One idea per paragraph. No jargon. The goal today is three pieces of copy in one document, not a manifesto.
Open one doc. Write these three sections in this order:
| Asset | Length | Must include |
|---|
| Homepage | 1 headline + 1 subhead + 1 button | Outcome, not feature |
| Launch email | 1 hook + 1 link + 1 sign-off | Why now, why them |
| Social posts (x3) | 1-3 sentences each | Hook + direct link |
Stuck? Set a 10 minute timer and write the worst possible version. Fill the page with garbage. Then edit. Bad copy edited beats blank copy perfected. The headline writes itself once you reread your case study from waypoint case study draft and steal the user's exact words.
Every piece should answer one question: what changes for the reader if they click?
Bad: "A revolutionary platform that empowers teams to optimize workflows."
Good: "Your weekly client reports, done in 30 minutes."
Bad email subject: "Introducing our product"
Good email subject: "The thing you complained about on Tuesday — fixed."
Bad social: "Excited to share what we've been building."
Good social: "If you spend Fridays on client reports, this gives you the afternoon back: [link]"
- Writer's block. Write the worst version first. Edit later.
- Over-editing past the timer. Done is better than clever.
- Feature dumps. One outcome per piece. Cut the rest.
Open one doc. Set a timer. Write the homepage block, the email, and three social posts. Do not leave the chair until all three exist.
One document containing a homepage headline plus subhead and CTA, one launch email with subject and body, and three social posts. Each piece leads with the user's outcome, not your feature.
People do not buy features. They buy a different version of their week. "Save 5 hours a week on client reports" sells. "AI-powered reporting dashboard with machine learning" does not. Write like you talk. Short sentences. One idea per paragraph. No jargon. The goal today is three pieces of copy in one document, not a manifesto.
Open one doc. Write these three sections in this order:
| Asset | Length | Must include |
|---|
| Homepage | 1 headline + 1 subhead + 1 button | Outcome, not feature |
| Launch email | 1 hook + 1 link + 1 sign-off | Why now, why them |
| Social posts (x3) | 1-3 sentences each | Hook + direct link |
Stuck? Set a 10 minute timer and write the worst possible version. Fill the page with garbage. Then edit. Bad copy edited beats blank copy perfected. The headline writes itself once you reread your case study from waypoint case study draft and steal the user's exact words.
Every piece should answer one question: what changes for the reader if they click?
Bad: "A revolutionary platform that empowers teams to optimize workflows."
Good: "Your weekly client reports, done in 30 minutes."
Bad email subject: "Introducing our product"
Good email subject: "The thing you complained about on Tuesday — fixed."
Bad social: "Excited to share what we've been building."
Good social: "If you spend Fridays on client reports, this gives you the afternoon back: [link]"
- Writer's block. Write the worst version first. Edit later.
- Over-editing past the timer. Done is better than clever.
- Feature dumps. One outcome per piece. Cut the rest.
Open one doc. Set a timer. Write the homepage block, the email, and three social posts. Do not leave the chair until all three exist.
One document containing a homepage headline plus subhead and CTA, one launch email with subject and body, and three social posts. Each piece leads with the user's outcome, not your feature.