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The best sales conversations have a disagreement in them
Picture a Tuesday afternoon. A shop owner asks: "Should we rebuild the website?"
The old sales script says yes. Nod, don't argue, close.
I think that script is the problem. Ask three questions instead. Why do you think so? Who should read it? What is the page failing to say?
Sometimes the answer is a rebuild. Sometimes it is one sentence rewritten. You only find out by talking it through, and sometimes by disagreeing.
Disagreement is not friction. It is two people taking the problem seriously, and it is how you find the answer that works for both sides.
AI makes that conversation lighter. It does the prep, keeps the notes, drafts the next step. So the human time goes to listening.
That is the future of selling I am betting on. More honest, and a lot more fun.
https://poldermarketing.nl/
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If your product promises everything, why should anyone believe it?
I think one of the easiest ways to lose a potential customer is to make your product sound too good to be true.
"Double your revenue overnight."
"Automate everything."
"The only tool you'll ever need."
Sounds impressive, right? But does it sound believable?
Here's where copywriting can go wrong: trying so hard to persuade people that the message starts making promises the product can't realistically guarantee.
Good marketing should make people interested, not suspicious.
And that's why I believe specificity is more persuasive than exaggeration.
Compare these:
- Vague promise: "Save hours with our revolutionary automation platform."
- Specific claim: "Automate repetitive reporting tasks and spend less time compiling data manually."
The second statement isn't necessarily louder, but it tells the reader what the product actually does and why it matters.
Effective conversion copywriting doesn't mean promising extraordinary results at every opportunity. It means communicating real value, setting realistic expectations, and giving people a reason to trust what they're reading.
Your copy should make your product attractive without making it sound unbelievable.
Because earning someone's trust is much harder than getting their attention.
What's more convincing to you: a bold promise or a specific explanation of what a product can actually deliver?
Specificity is the way to go in copywriting. Assuming that your target audience bears common sense, it is sensible to assume that they won't "buy into" your exaggerated promises. Vaguaness kills.
Most designers ask a technical company for a brief.
I read the documentation instead.
A brief is the company explaining itself, and that explanation is usually the part that isn't working. It's why they're hiring someone.
It also leaves out whatever the team stopped noticing years ago. Experts skip what feels obvious to them, and that's often what a buyer needs to hear first.
I present you with a website brief from the perspective of an outsider, and then we work together to nail it.
interesting approach to briefs
A closer look at Relay’s landing page.
My first question was: if someone lands here with no context, will they know what Relay does before they scroll?From there, I thought about what they’d need to see before taking the next step.
Clean design!