Most people who write marketing copy learned to write in an academic context, where the conventions are roughly opposite to what makes persuasive writing work. Academic writing rewards complexity, qualification, and demonstrated thoroughness. It buries the point in the middle of a structured argument. It hedges claims with appropriate nuance.
Social proof is a near-universal element of marketing strategy and one of the most variably executed. The average company's website has a testimonials section featuring three or four quotes from customers whose names and companies are listed alongside a headshot, all of which say approximately the same
Repurposing content has an image problem. It sounds like the thing you do when you've run out of ideas — recycle the old stuff, change the format, pretend it's new. Teams that pride themselves on original thinking sometimes resist it on those grounds, preferring to create fresh
"Data-driven" has become one of those phrases that sounds rigorous but mostly means the speaker prefers their existing hypothesis with numbers attached. Teams that describe themselves this way tend to measure what's easy to measure, optimize for what shows up in dashboards, and make confident