Capabilities Without Outcomes are Like Fries Without Ketchup

PLUS: How do You Turn Fluff into a Real Outcome Statement? Add a Number | Content Offers Should Promise Results that Directly Relate to Your Product

Incentives are a Form of Objection Handling

PLUS: Align Your Social Proof & Outcomes with a Niche + Maximum ROI is Either Meaningless or A LIE

You Can Pretty Much Never Have Too Much Social Proof

PLUS: Steal Lemlist’s Super Clear Headline Structure, Don’t Let Them Typecast Your Product, What to Make of Vague Testimonials

TouchPoints Resources

Templates, Guides & More

What Are Real Results?

Plus: Never Say Supercharge! + Nest Your Social Proof

Is Speed a Capability or an Outcome?

Plus: Spy on Linkedin Ads, Memes Often Win, Take Advantage of Stats

Concept : Lowest Viable Word Count

Plus: One Ad, One Value Proposition, Mirror Your Messaging

Don't Say It Saves Time. Say "AutoPilot"

Test Multiple Headlines on Your Website

PLUS: Let Your Readers Connect The Dots, Don't Start an Ad With Fluff

Steal Arcade’s Awesome Headline Structure

PLUS: Niche + Differentiator = Reason to Buy, Promoting a Case Study? Who is it for?

How to Connect Pain Points to Your Alternatives

PLUS: Long Ad Copy Isn't Dead, Add Levity with a Movie Reference, Hold Customers Responsible

Specificity Wins

PLUS: "Save Time" is Vague, Focus on One Selling Point