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I was confused on a client call last week. Weird thing to admit, right?

Sadie had brought a sales page that felt impossible to read through, but I knew the issue wasn’t bad writing. 

It was that she was trying to get her sales page to teach her audie...

When you know your messaging feels technically fine but you can tell it still isn’t landing with your audience, the problem may not be your writing.

It's very likely that the strongest line on the page is buried halfway down, hidden under all the polished language you worked so hard to get right.