Copywriting Friday highlights the tools and techniques of persuasive content. Some of the examples may seem dated, but the principles are timeless (and critical for conversion rate optimization). Enjoy. Clayton Makepeace, legendary copywriter, would sometimes ask a simple question: “Against which wall do you lean your ladder?” That was his way of asking what your unique selling proposition was. He then would say: “And if you’re not at the top of the ladder, find another wall.” The p...
