≡ Menu


Opt-in buttons: Blue or red?

Or aquamarine? Maybe eggshell white?

Do I put the button above the VSL or below?


As Neo would say, “Whoa!”

Let’s back up…

What if I told you that there’s certainly a place for split-testing…

IF your offer, your big promise, is really dialed in?

And if you’ve only ever run one opt-in page, one big promise…

There are better ways to boost conversions than tinkering with button colors.

Instead, develop several big promises, and test those.

You’ll likely see a much bigger jump in opt-ins and sales…

And THEN you can double down on The One, the winning version…

Split-test some changes…

And go deeper into that rabbit hole.

So, as Morpheus says, are you “beginning to believe?” :)😉

-April (who definitely knows Kung Fu)

“Are there words you HATE to see in sales copy?”

That’s what someone asked me last month, at a lunch-and-learn kind of event.

My answer?

Yes, of course!

The so-called word “impactful” makes me cringe…

The word “hustle” and the phrase “crush it” both get on my nerves…

And literally no one seems to understand what a “guru” or a “ninja” really is…or the definition of the word “literally”… 😉

However, as The Dude would say, “That’s just like, my opinion, man…”

And when it comes to copy, my opinion doesn’t matter one bit.

So, being a good sales copy therapist, I dug in deeper…

Come, sit on my couch. Let’s talk about why you’re asking this question…

Turns out, she helps parents with difficult kids understand why their kids have tantrums…

And that’s word-for-word what the parents say they want: to understand.

However, her biz coach told her to quit using the word “understand”…

I say that’s “literally” insane.

If that’s what your customers are asking for…

If that’s the language they use…

Meet them where they are.

And that means…

If the customers say they want “to be an impactful ninja that can literally crush it”…

Whelp, I’m gonna use those words to speak to those hopeful little ninjas.

Because it’s not about our preferences, or even what some coach tells us…

It’s always, always about your audience.

Keep hustlin’, ninjas… :)😉


Your About Page is kinda like a biannual dental cleaning.

Hmmm…let’s unpack that. :) 🙂

See, I had my teeth cleaned earlier this week, like a responsible adult person.

And like all dentists, he’s making small talk….

While my mouth is full of electric toothbrush and floss and probably a monkey wrench, just to see if it fits.

He tells me that some patients go for YEARS in between visits.

Neglecting their teeth until there’s something really wrong.

(Is this supposed to be a warning, doc? I’ll be back in six months, I swear!)

But it is kinda crazy. Not only because that’s the only set of (real) teeth you’ve got…

But because gum disease is linked to heart and lung disease, as well.

So…teeth. Often neglected, but super important, right?

It’s the same with your About Page.

It’s one of the MOST visited pages on any site…

However, the sales copy usually falls short. And then you lose readers and customers.

(And if you didn’t know the page should have sales copy, keep reading!)

In my latest guest post for Copy Chief, you’ll discover:

  • The REAL goal of the About Page (hint: It should be converting)…
  • Why “About Me” is NOT really “about you”…
  • Six questions readers have when they click on the page, and how to answer those questions…
  • Plus an example of a killer About Page that wins the Internet…

All right here:

Have a day, and don’t forget to brush and floss!


Real value.

That’s what I’ve been talking about this week.

Last week I told you about Craig, who claimed to add value…

But was really just pitching himself over and over.

And yesterday I told you about an air purifier company that actually DID add value…

By showing prospects the airborne allergens in their homes.

So…how do you create that kind of value in email campaigns?

The #1 way is this:


I credit Ben Settle of Email Players for clueing me into this strategy.

Ben says that people are bombarded by hard-teaching, meaning step-by-step specifics and detailed how-to posts.

They can do a quick Google search and get that kind of info.

But with email, they only have a limited “bandwidth.”

They want something entertaining, short, crunchy.

“Give them that little cube of cheese,” says Ben. “Let them get hungry, and then see where they can buy more.”

In other words, tell them WHAT to do…

But not HOW to do it.

So, with email, just remember:

You gouda brie soft-teaching.*


*Yeah, I went there. I used a cheese pun. #sorrynotsorry

It was a petri dish of funk.

I’d left it out in my living room, just like the directions said.

Closed it, sealed it, and waited.

Two days later, there was mold growing in it.

Ew. So much ew. That was floating around in the air in my HOUSE?

I’m clean freak, dammit! This isn’t supposed to happen to neurotic people like me!

(Turns out it was more the environmental mold variety, which is a year-round allergen where I live.)

So the next day, I set up an air purifier, on loan from the company.

I let it do its thing, and then retested the air with a new petri dish.

A couple of days later, the petri dish was clear. No more funk.

THIS was the sales process for the air purifier. Two petri dishes, and a loaner machine.

Genius, right?

Yesterday I told you about adding real value before you pitch.

And this is one of the best examples I’ve ever experienced.

Sure, you could read all about the benefits of the purifier…

How it works without chemicals…

How it “kills” 99% of airborne allergens like mold, pollen, and surface bacteria…

However, I’m guessing that most air purifiers sell you on similar points.

Are they true? Who knows!

Do I even have those things in my air? Beats me!

But when a company hands you their product and two petri dishes…

Not only do you get to see what’s in the air in your home…

You see that the product really works.

In fact, that’s such a huge value, followed by such incontrovertible proof…

They didn’t even have to pitch me.

I took back the loaner machine and bought a purifier immediately.

And my sinuses lived happily ever after.

All right, that’s it for today…

Next up, I’ll show you another example of how to add real value before you pitch…