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Make Your Copy Epic and Nail Conversion Optimisation



Anyone who wants to nail their conversion optimisation with better copywriting knows this:

Starting is hard.

It’s almost the hardest thing – just starting. Just getting the first words written, and overcoming blank page syndrome. And yet, it is the single most important part of your business. Because copy = $$$s.

I wrote copy for a really long time and I had no idea where to start.

Because here’s the thing:

It’s not content. You can’t start writing copy the way you’d write a blog. In fact, copy is almost the exact opposite of what blog (content) writing should look like. It shouldn’t be clever, catchy, long and involved (unless it’s a long-form sales page), or funny. But, at the same time, it can be all those things.

So, where do you start?

With your PROSPECT.

What does that even mean?

It means that you are going to research the shizz out of your prospect. And when you think you can’t research anymore…you keep going. That is mission-critical in conversion optimisation.

The EP(i)C Framework

​​​​​​​At the end of 2021, I put together a framework for my copy process.

I called it the EP(i)C framework – isn’t that rad? And it’s sole purpose is conversion optimisation.

Here’s how it works:

1. Empathy

That is where we start. We start with empathy. Always.

How? We do so much research that we start to dream about our prospect.

We look at all of their previous copy. We look at their brand. We analyse their products and services. We run surveys with previous and current clients. We run surveys with people who have chosen NOT to work with us. We ask people if we can interview them for 20 minutes and we find out how we’ve changed someone’s life. Or we find out why they decided to go with the competition to change their life.

We mine our reviews and testimonials for snippets of language that speak to people’s insides – that jump off the page and dance. We write in the voice of the customer. Always.

Once you’ve established empathy in your copy you can being the persuasion process.

2. Persuasion

Now we start to agitate a bit. We explore our prospect’s deep dreams, wishes, aspirations, fears, and failures. We explore how their failure has helped them to learn – and we show them that they’re in a wonderful position to grow and do better because now they know better.

Your copy should answer these questions:

How can our product or service help them?

How has it helped other people in the past?

What testimonials and social proof can you use to further persuade your prospect?

Do they even know that there are solutions out there that can help them?

And if so, are they feeling jaded by these solutions? Or do they still feel like there’s something that they can do to help themselves?

3. And, finally, Conversion (Using the Rule of One)

This is where we start to explore the rule of one in copy.

In copywriting you should only ever be focused on ONE:

One person you’re selling to

One call to action

That’s it.

Keep that person that you’re selling to in the forefront of your mind whenever you’re writing copy. Be as specific as you possibly can about who they are, and what they want.

As you name the benefits using the voice of the customer (with all that delicious research you’ve done), and you show how your product/service changes lives, you will start to experience conversion.

Remember that copy is persuasion

The entire purpose of copy is to convert your reader into doing something or buying something. Your job, more than informing, is persuading.

Your copy should reflect the reader’s values back at them without having to provide context, reasoning, or conjecture. However, if you’re writing long-form copy (web pages and sales pages) you can (and probably should) include all of these components.

Every single word that finds its way into your copy should be there for a reason. There is no accidental use of words. No using words for the sake of words.

As you are writing, ask yourself, how does each word lend itself to the ultimate goal of persuasion?

And remember, RESEARCH THE SHIZZ OUT OF IT (then research the shizz out of the shizz). Try these tips the next time you write a piece of copy, and let me know if they helped, by finding me on LinkedIn and popping me a message. You’ve got this!


Ashleigh is a Copyhackers-trained conversion copywriter who helps ambitious business owners attract their ideal clients and generate wealth with words. She's also a speaker, a feminist, and dog mom. She lives in London and works with incredible businesses all over the world.


Importance of link building for SIA security companies



A man on a desktop working on a backlink strategy
Link building is crucial for businesses seeking to expand their reach and increase awareness as part of their digital marketing strategy | Photo: Raw Pixel

Link building plays a crucial role in the digital marketing strategy of Security Industry Authority (SIA) security companies, especially in a competitive market like London. The strategy has become a popular strategy in digital marketing due to its ability to improve search engine rankings and increase website visibility.

Over the years, companies have been acquiring links from other websites to their own company’s website making it an essential aspect of search engine optimization (SEO) and help supporting content marketing efforts by amplifying the reach and impact of high-quality content. According to marketing professionals and businesses owners it works because when other websites link to valuable content, it not only boosts the content’s visibility but also enhances the website’s authority and trustworthiness.

Here we explore the importance of link building for SIA security companies in London and how it can help improve online visibility, credibility, and ultimately, their business success.

Improve Search Engine Rankings

One of the primary benefits of link building is its impact on search engine rankings. Search engines like Google consider the number and quality of links pointing to a website when determining its ranking in search results. By acquiring high-quality links from reputable websites, SIA security companies can improve their search engine rankings and increase their visibility to potential customers.

Increase Website Traffic

A link building company can help increase website traffic. When other websites link to your company’s website, it can drive referral traffic from those sites to yours. This can lead to an increase in the number of visitors to your website, which can result in more leads and potential customers.

Build Credibility and Authority

Acquiring links from authoritative websites can help build credibility and authority for your SIA security company. When other reputable sites link to yours, it signals to search engines and users that your website is trustworthy and valuable. This can improve your company’s reputation and make it more likely that users will choose your services over competitors.

Enhance Brand Awareness

Link building can also help enhance brand awareness for your SIA security company. When your website is linked to from other sites, it exposes your brand to a wider audience. This can help increase brand recognition and make your company more memorable to potential customers.

Generate Qualified Leads

Links from relevant and authoritative websites can also help generate qualified leads for your SIA security company. When users click on a link to your website from a site that is related to security or London businesses, they are likely to be interested in your services. This can result in higher conversion rates and more business opportunities.

Stay Ahead of Competitors

In a competitive market like London, link building can help your SIA security company stay ahead of competitors. By acquiring high-quality links from reputable sites, you can improve your search engine rankings and visibility, making it more likely that potential customers will choose your services over competitors.

Long-Term Benefits

Link building offers long-term benefits for SIA security companies. Unlike some other forms of digital marketing, such as paid advertising, the effects of link building can be long-lasting. Once you have acquired high-quality links to your website, they can continue to benefit your SEO efforts for years to come.

Link building is a critical component of the digital marketing strategy for SIA security companies. Businesses looking to improve online presence and attract more customers could take advantage of investing in a link building strategy, as it can improve their search engine rankings, website organic traffic, build credibility and authority, as well as enhance brand awareness, generate qualified leads, stay ahead of competitors, amongst other long-term benefits.

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Campari partners with Cannes for the third consecutive year



Campari partners with Festival de Cannes for the third consecutive year
The Italian brand will host a series of exclusive events during the 77th Festival de Cannes

Campari is set to return to the Cannes Film Festival, as an official partner, for the third consecutive year.

The Italian brand has chosen the opening of the 77th edition of the festival to launch its ‘We Are Cinema’ campaign. The aim is to acknowledge human stories as the inspiration for some of the world’s greatest cinema. Campari will also host a series of events from the Campari Lounge in the Palais de Festival, the main venue of the film awards, over-looking the famous red-carpet. This year, the brand will also be introducing its Hyde Beach by Campari, a new space on Boulevard de Croisette, where stars and guests will be welcomed, and events hosted throughout the festival.

In 2024 Campari will be partnering for the third year with Breaking Through The Lens, a non-profit organisation which empowers women in film by facilitating access to vital funding. Together, they will host the ‘Crossing Borders’ gala to celebrate women who have transcended cultural borders. The evening will include a panel discussion featuring actress, Diane Kruger.

“We are delighted to return to Festival de Cannes, this year bringing our passion for cinema and stories through our global We Are Cinema campaign to the iconic Festival setting. With a strong and enduring legacy in the cinema world, creativity and passion remain at the heart of everything we do. This year, we look forward to continuing to bring this to our audience through a programme of remarkable moments throughout the Festival,” says Campari Group Head of Marketing, Julka Villa.

The 77th Cannes Film Festival marks the debut of Campari’s partnership with Soho House, to host a creative film competition to support and honour emerging film talent. Festival de Cannes, one of the most anticipated events of the film industry calendar, will run from 14th-25th May 2024.

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Research reveals unusual items inherited by people



Research reveals the unusual items inherited by people
Jewellery and watches top the list (52%) followed by furniture (31%) and clothing (27%) | Photo: Sam Mgrdichian

A new research from home appliance brand Beko has revealed the most weird and wonderful items that consumers have inherited.

77% of UK consumers have inherited at least one common physical household object whilst jewellery and watches top the list (52%) followed by furniture (31%), clothing (27%) and artwork or decorations (21%). With 17% of those who were surveyed saying they have inherited white goods, such as a washing machine or fridge, 18% said white goods were an object they were most likely to pass on. The generation most likely to want to inherit white goods were millennials.

The research revealed some of the most weird and wonderful items inherited including a live giant tortoise, “a very small glass bottle of what turned out to be a unknown bodily fluid from a little known “celebrity” from the Seventies” and a twelve foot giraffe with big eyes and soft hair!

When it comes to the reasons behind what items people want to inherit, over a third (34%) said that having a household object that will last a long time is the likeliest factor in wanting to inherit it. A majority of those surveyed (51%) fear that fewer large household items will be inherited these days compared to previous generations, with the biggest reasons being that products today are not built to last or are less high quality. 

The research comes as Beko launches its latest campaign “The Beko Inheritance” which hopes to redefine industry standards around the durability of household appliances. 

Infusing the campaign with a perfect balance of creativity, humour and an underlying serious message,

Infused with humour, the short film was produced by VML Germany & UK in collaboration with OB42 director Jack Howard. It features performances from Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruckshank (The Crown) during a family dispute over a presumed family heirloom, the unexpected reveal at the will reading leaves audiences both surprised and amused.

The campaign also features the official Beko Inheritance Addendum, a physical document allowing its holder to officially pass on their Beko appliance to their loved ones.

“in our journey to elevate the everyday, we recognize the value of our customers’ time. We are pleased to showcase The Beko Inheritance campaign which we hope resonates and brings joy whilst drawing viewers into a world where we can generate meaningful conversation around the durability of our products,” Akin Garzanli, Chief Marketing Officer at Beko.

The research to uncover the most unusual items inherited by people was conducted by Focaldata with a nationally representative sample of 2,015 UK adults, between 12-15 April 2024.

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