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WORD SWORDS Blog
WORD SWORDS blog is a collection of resources, articles and essays that explain messaging, voice, tone and content strategies that connect people to you and your brand, through a distinctive point of view or perspective.
Messaging & Voice
Copywriting
Content & Strategy
Useful Resources
Resonance Beats Reach: The Overlooked Metric of Trusted Brands
Every founder I meet wants more traffic. More visitors, more conversions, more demos. But across multiple messaging projects, I've never seen a company scale because they optimised their homepage for "more." The ones that break through optimise for something harder...
Your Homepage Isn’t Converting – And Better Copy Won’t Fix It
A prospect lands on your homepage, spends eighteen seconds there, and leaves. Your page analytics say this scenario happened forty-seven times today. You've rewritten the copy twice. Hired someone to punch up the headlines. Every word is defensible. But those eighteen...
B2B Demo Conversion Problems: Why Prospects Ghost After Great Demos
Most technical teams assume demo ghosting is a follow-up problem. But it’s a messaging problem, disguised as a sales problem. When prospects ghost after good demos, they’re telling you something important – that your messaging never convinced them they had an urgent problem worth solving… before they met you.
Latest Articles
Resonance Beats Reach: The Overlooked Metric of Trusted Brands
Every founder I meet wants more traffic. More visitors, more conversions, more demos. But across multiple messaging projects, I've never seen a company scale because they optimised their homepage for "more." The ones that break through optimise for something harder...
Your Homepage Isn’t Converting – And Better Copy Won’t Fix It
A prospect lands on your homepage, spends eighteen seconds there, and leaves. Your page analytics say this scenario happened forty-seven times today. You've rewritten the copy twice. Hired someone to punch up the headlines. Every word is defensible. But those eighteen...
B2B Demo Conversion Problems: Why Prospects Ghost After Great Demos
Most technical teams assume demo ghosting is a follow-up problem. But it’s a messaging problem, disguised as a sales problem. When prospects ghost after good demos, they’re telling you something important – that your messaging never convinced them they had an urgent problem worth solving… before they met you.
The Golden Thread Makes Your Messaging Scalable, Sellable & Stickable
Most brand messaging doesn’t have a solid structure to follow. What they’re missing isn’t more polish – it’s a system. A way of holding their ideas, positioning, and presence together so that everything speaks from the same core. Not through repetition, but through resonance. The Golden Thread is that structure, and system.
Loudness Isn’t Memorable – Messaging Clarity Is
For anyone who’s spent years developing their depth of thinking, skill, and experience, the frustration of not being seen becomes quietly maddening. You know what you do creates real change. You’ve seen it, again and again, in the lives of your clients. And yet, when...
Ghostwriter vs Copywriter vs Content Writers: The Differences
Every zebra is different. Across all three species, no two patterns are the same. And it's those nuanced differences that allow zebras to recognise each other: Stripes are their calling card. Similarly, ghostwriters, copywriters and content writers have distinctive...
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