So your product has tons of features – how do you know which ones to draw attention to? No, this isn’t a “features vs. benefits” sermon – so strap yourself in, because we’re going deeper than that. There are two extremely common and utterly devastating problems I see on landing pages: The first is feature/benefit […]

An Open Letter to Persado
by Steven Peters

This is the first post by Steven Peters, a freelance copywriter who has become a regular fixture here at BCC. It’s definitely a fun one, but timely nonetheless: Are machines about to steal copywriters’ jobs?   You’ll be seeing him around here every so often, so let’s give him a warm welcome!  Take note, computers. I’m team […]


Should you use jargon in your copywriting? If you’ve spent more than a hot minute in business circles, you’ve heard someone say it, usually while turning up their nose in disgust: “Don’t use jargon. You’ll lose people. You’ll turn them off. You will flush sales down the toilet. You will shame the marketing community forevermore, and […]


Most businesses aren’t putting their mouths where the money is. Yeah, you read that right. No, it’s not as clever as I hoped, and it sounds vaguely sexual… but let’s roll with it. What I mean is… Most companies still don’t understand the value of customer research. Y’know, talking to customers. Oof. Did you grimace? When people […]


When the crap hits the fan and your customer has a problem, how do you reply? One of the most awkward situations you’ll ever have to write copy for is when a customer complains or comes to support for help. These are situations that demand a business to step lightly: respond the wrong way and […]