Tag
copywriting tactics
4 posts
- 04ThursdayCase Study·
For years I ended landing pages with 'Sign Up Now' buttons—until I realized just how exhausted users are from being ordered around by digital interfaces.
Figma's 'Design' Verb: Shifting CTA Buttons from Transaction to Benefit
We spent years putting 'Click Here' at the end of copy, only to watch engagement plunge. Here is how Figma's subtle verb choice dismantles psychological friction.
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- 03WednesdayData·
For years, I assumed readers would obey if I ended a piece with 'CLICK HERE NOW' in all caps—until A/B tests slapped me with the truth.
Data: The Decline of Imperatives in CTAs and a 42% Lift in Conversions
A practical workshop note on how verbs that showcase what the reader gains—rather than commanding what to do—drive higher click-through rates.
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- 02TuesdayMain Essay·
For years, I blindly obeyed SEO plugin warnings to eliminate every passive sentence. In forcing an actor into every single verb, I realized far too late that I was dragging the reader's attention away from the real point.
Reclaiming the Passive Voice: When Should We Bring It Onstage?
For years, I exhausted my prose trying to satisfy automated warnings against the passive voice. But passive phrasing is not an error; it is a precision lens adjustment that points the sentence's camera where it matters.
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- 05FridayFramework·
I used to think rewriting every passive sentence into active voice improved the copy—until I saw how saying "You entered the wrong password" antagonizes the reader.
The Passive Voice Decision Matrix: Strategic Moments for Concealing the Agent
For years, I redlined every passive sentence into active voice. Yet passive voice is not a grammatical error; it is a strategic lens that pulls focus toward action and outcome.
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