The Only Rules That Matter: 12 UX Rules For Writing Killer Web Copy

When writing website copy, with so many different elements to consider, it can be challenging to know where to start. 

That’s why we’ve put together this comprehensive guide on everything you need to know about writing killer web copy. 

We’ve included 12 rules that every User Experience researcher, writer, and designer follows so that you can create content that converts visitors into customers and increases customer engagement.

So if you’re ready to learn how to write website copy that gets results, keep reading!

The first step is understanding how copy and design work together on a website to optimize user engagement.

How Visitors Engage Your Website

User Experience (UX) researchers have found that people read web pages in an F-shaped pattern: they scan the top and left side of the page for headlines and critical points and then move down the page, reading in a shorter horizontal band.

Given this F-shaped pattern, keeping your most important information at the top of the page where people will see it is essential. 

Website copy should be concise and to the point, so readers can quickly find what they’re looking for.

Use Design & Digital Storytelling 

The best websites use an interplay of content and design to make the copy dynamic and engaging.

That’s why designers play an essential role in how users interact with website copy. The layout, font choice, and whitespace use can influence how easily people read and understand the content on a page.

When writing web copy, work with designers to help break up the content:

– Use short sentences and paragraphs

– Make use of headings and subheadings

– Use bullet points or lists where appropriate

– Use solid keywords and calls to action

– Use images, illustrations, infographics, and videos to break up the text

Now that you have the basic foundation of how copy and designs work together to create engaging user experiences let’s review 12 UX rules to help you create killer web copy.

Rule #1: Assist users in achieving their goals.

Aside from providing helpful information, web copy should help users achieve their goals. So instead of trying to appeal to customers with marketing copy, think about your website visitors’ goals when they come to your website. 

  • What are they trying to achieve? 
  • How can you help them?
  • What actions are most important to them?

UX writers guide users on apps and digital products, making it as natural as possible to accomplish the task at hand and reduce friction. So when you develop your website copy, think like a UX writer. 


  • Is the flow of information structured logically and straightforward? 
  • Is your website intuitively easy to navigate? 

Web copy that considers user experience can be more effective than web copy written without the user experience in mind.

Rule #2: Speak the user’s language.

UX writers rely on customer personas to communicate messages effectively. Using customer personas to inform messaging across channels (email, web, social media) is a good rule of thumb. 

Some may wonder, “How do I find out the exact language of my users?” One answer is social media. If you have a list of potential buyers or key decision-makers, conduct a Google Search and review your results. (If you still need to create a prospecting list, use an existing list of customers).

If you’re in the B2B space, your decision-makers are likely on LinkedIn. If so, go to their profiles and check out their posts. Look at:

  • How do they write? 
  • What things do they like/share/comment on? 
  • Do they write articles on LinkedIn or Medium, perhaps? 
  • Have they been interviewed on podcasts? 

Discover where your audience hangs out and be curious about their behavior:

  • What topics do they engage in?
  • How do they engage with content? 
  • What emotions do they express?
  • Who do they follow? (Influencers and Thought Leaders)
  • What content do they share?
  • What do they write in the comments of other people’s posts?

This data should give you some initial insights into your users’ behaviors, what they value, and the language they use. 

Rule #3: Expect users to scan.

Users can decide in as little as five seconds whether your site is helpful to them. As we discovered earlier, users often scan pages in an F pattern focusing on the top left side of the page, headings, and the first few words of a sentence or list. 

On average, users only read the first two words on each line. 

Here are some facts to consider when writing web content:

  • In a 2008 study, based on an analysis of 45,237 page views, Neilson and Morkes found that web users only read about 18% of what’s on the page.
  • The users’ reading percentage goes down as the number of words on a page increases.
  • To get users to read half of your words, limit your page to 110 words or fewer.


While the information presented in a whitepaper or blog is helpful, it needs to be in a suitable format for the web. 

Remember, people scan web pages and only read about 18 percent of what’s on the page. You may want to cut whatever you have in print form by 50 percent!

According to Government Guidelines, good web content uses:

  • The inverted pyramid style: 

Begin with the shortest and most straightforward statement you can make about your topic. Put the most critical information at the top and the background at the bottom.

  • Chunked content: 

Don’t try to pack everything into long paragraphs—split topics up into logical sections separated by informative headings.

  • Only necessary information: 

Use only the information your users need to achieve their top tasks. Omit unnecessary information.

  • Remember

Your content is not clear unless your users can:

  1. Find what they need
  2. Understand what they find
  3. Use what they find to meet their needs

Think – conciseness, intuitiveness, and brevity.

Rule #4: Don’t overcomplicate your vocabulary. 

Try to avoid using complicated words, jargon, and filler words. Here are some examples of what to remove from your web copy.


According to Avery Blank, Senior Contributor for Forbes, here are some common words powerful people avoid:

“Just” (protector words)

The word “just” diminishes the content that follows this word.

“Very,” “Absolutely,” and “Totally” (drama words)

Words such as “very,” “absolutely,” or “totally” do not add value to the noun you want to describe or highlight.

 “I think…” or “Arguably” (protector words)

Every thought you put out there is your opinion. You do not need to preface your ideas with “I think.”

“Actually” and “Obviously” (superior words)

Words such as “actually” and “obviously” can rub people the wrong way. These words suggest that the other person does not understand the issue or circumstance (and that you are right) or understands something (when they may not).


Rule #5: Humor, think twice before you use it!

It might be funny once, but saying the same joke over and over becomes tiresome and even frustrating for users. Choose humor carefully. 

Rule #6: Avoid long blocks of text.

Help visitors navigate your website by writing it in short, scannable blocks—chunk text into shorter sentences and paragraphs. Keep the most crucial text up front and then ruthlessly edit what comes after it.

Write short and then cut it into half.

Rule #7: Avoid double negatives.

Double negatives increase cognitive load, making users spend extra time deciphering the message.

Don’t: I do not want to unsubscribe

Do: I want to unsubscribe 

Rule #8: Begin with the objective.

When a sentence describes an objective and the action needed to achieve it, start the sentence with the objective.

Don’t: Tap on food to see its ingredients.

Do: To see the food’s ingredients, tap on it.

Rule #9: Make the copy consistent

Inconsistency creates confusion. One example of inconsistency is replacing a word with a synonym in a different part of the website. 

For example, if you decide to call the process of arranging a meeting “Scheduling” on one part of your website, do not call it a “Booking” on another page.

Another common mistake is addressing your users in both first and second-person interchangeably on your website.

For example:

Don’t refer to the user in the second person and the first person within the same phrase.

Don’t: Change your preferences in My Booking

Do: Change your preferences in Your Booking

Rule #10: Write in the present tense

Avoid using the future tense to describe the action.

Don’t: Image has been downloaded.

Do: Image downloaded.

Rule #11: Write in the active voice

The passive voice makes readers yawn. Compare this sentence in both voices:

Don’t: The Buy button should be clicked when you are ready to purchase a product.

Do: Click the Buy button to purchase a product.

Rule #12: Use numerals

Use numerals in place of words for numbers.

Don’t: You have two missed calls.

Do: You have 2 missed calls.

Source: Nich Babich, a product designer & editor-in-chief of UX Planet. 

There you have it, folks! 12 Rules for writing killer web copy. 

And if you scanned this article, here’s an abbreviated version of the list:

  • Rule 1: Assist users in achieving their goals.
  • Rule 2: Speak the user’s language.
  • Rule 3: Expect users to scan.
  • Rule 4: Don’t overcomplicate your vocabulary. 
  • Rule 5: Humor, think twice before you use it!
  • Rule 6: Avoid long blocks of text.
  • Rule 7: Avoid double negatives.
  • Rule 8: Begin with the objective.
  • Rule 9: Make your copy consistent. 
  • Rule 10: Write in the present tense.
  • Rule 11: Write in the active voice.
  • Rule 12: Use numerals.

Giving Tuesday – The New Black Friday?

Every year, as the holidays approach, we are inundated with messages about Black Friday and Cyber Monday. And for good reason — these are two of the busiest shopping days of the year. 

According to NBC News, Black Friday raked in $8.9 billion in 2021, while Cyber Monday hit $10.7 billion.

But how did the season of giving and goodwill turn into the season of buying and materialism? In this blog post, we’ll take a look at the history of Black Friday and Cyber Monday, and how they came to be the dominant forces in holiday shopping.

We’ll also shine a light on a new trend, one that shifts our gaze from consumerism to altruism. Giving Tuesday is a global generosity movement that encourages us to reimagine a world built upon shared humanity and radical generosity.

Simple in practice, Giving Tuesday encourages us to act with kindness, whether it’s making someone smile, helping a neighbor or stranger out, showing up for an issue or people we care about, or giving some of what we have to those who need our help. 

So let’s dive in and explore these holiday traditions together and see if perhaps we can encourage some of you to swap your Black Friday and Cyber Monday Traditions for Giving Tuesday this year.

The History of Black Friday and Cyber Monday

Black Friday got its start in Philadelphia in the 1950s. The name “Black Friday” was coined by police officers in the city who had to deal with the massive crowds and traffic that descended on the city for the annual Army-Navy football game. The massive influx of people caused problems for local businesses, who complained that the crowds were disruptive and dangerous.

The term “Black Friday” didn’t catch on nationally until 1975, when it was used by Factory Management and Maintenance magazine in an article about workers calling in sick the day after Thanksgiving so they could have a long weekend. 

From there, it was embraced by retailers as a way to describe the busiest shopping day of the year. Retailers capitalized on the name by running promotions and sales, which drew even more shoppers to stores on Black Friday.

Cyber Monday was created in 2005 by, a division of the National Retail Federation. The term was coined as a way to encourage people to shop online for holiday gifts. The idea was that people would shop at work on Monday, when they had internet access, instead of going to stores on Black Friday. And it worked! In 2018, Americans spent a record $7.9 billion on Cyber Monday, making it the biggest online shopping day in history and spending has only gone up since.

Giving Tuesday – The New Black Friday?

For years, these Black Friday and Cyber Monday have been the busiest of the year for retailers, with consumers flocking to stores and websites in search of the best deals on holiday gifts. But this year, there’s a new kid on the block vying for attention – Giving Tuesday.

Giving Tuesday is a relatively new concept, having only been around since 2012 and this year it’ll be celebrating its 10-year anniversary. In its short history, it has already become a major force in the world of philanthropy, raising billions of dollars for charitable causes around the world. 

And with more and more consumers becoming aware of and concerned about social and environmental issues, it’s no surprise that Giving Tuesday is starting to give Black Friday and Cyber Monday a run for their money.

So, what is Giving Tuesday all about? And could it really be the new Black Friday? Let’s take a closer look.

What is Giving Tuesday?

Giving Tuesday is a global day of giving back, which takes place each year on the Tuesday after Thanksgiving (in the US). It was created as a way to encourage people to do good deeds and donate to charities during the holiday season, as opposed to simply spending on themselves. And it appears to be working – since its inception, Giving Tuesday has raised billions of dollars for good causes around the world. 

For example, GivingTuesday revenue in the United States reached record highs in 2021. In just 24 hours, GivingTuesday 2021 shattered previous revenue records. Despite an ongoing pandemic, donors gave almost $3 billion last year. 

How does it work? 

Organizations register as official participants on the Giving Tuesday website, which provides them with resources and support in promoting their campaigns. Schools, businesses, religious groups, nonprofits, and individuals are all encouraged to take part. And with millions of people taking part each year, there’s no shortage of ways to get involved. 

Why is it gaining popularity? 

Giving Tuesday is gaining popularity for a number of reasons. Firstly, social media has played a huge role in its success by providing a platform for organizations to promote their campaigns and engage potential donors. 

Secondly, more and more people are becoming aware of and concerned about social and environmental issues, and they’re looking for ways to use their spending power to make a difference. Lastly, as society becomes increasingly digitized, people are looking for ways to connect with others and make a difference in the real world – something that Giving Tuesday provides in spades.

Giving Tuesday – Footage Foundation

In light of giving Tuesday, we would like to highlight the contributions of one of our employees here at Craft & Root, Lillian Parry. Lillian is the Art Director for Craft and Root and has been with us for 4.5 years. She’s a talented graphic designer, based in NYC and a graduate of the School of Visual Arts, a leader in the education of artists, designers, and creative professionals for more than six decades.

Lillian has generously given her time as a graphic designer and consultant to the NYC-based non-profit Footage Foundation, an organization that provides an online community and connection for young women on the frontlines of gender inequality with a particular focus on forced displacement and gender-based violence.

Lillian’s involvement began seven years ago in 2015 when she worked on their Girl-Talk-Girl project which is now the largest digital storytelling platform connecting young women and focusing on gender-based violence globally.

Lillian’s work as a designer helps to communicate Footage’s powerful mission to a global audience to increase engagement, awareness, and involvement.

To illustrate the work that Footage is doing, here’s a video interview of the co-founder & Executive Director, Dr. Kristen Ali Eglinton speaking to BBC World News Live anchor, Lucy Hockings about the work of the Footage Foundation with women in Ukraine.

With 14 million people being displaced by the war in Ukraine, many of whom are women and children, Footage is trying to ensure that women get the right support that they need.

This is exemplary of the kinds of projects the Footage Foundation participates in around the world.

Show Your Support

This year, it is an honor for us to highlight Lillian’s philanthropic contributions. For this #givingtuesday, we want to encourage you to give to the Footage Foundation to help provide critical resources to women and girls who have been displaced and who are threatened with gender-based violence.  

The Ultimate Holiday Campaign Guide: 7 Steps for The Perfect Campaign

The holidays are crucial for businesses, especially eCommerce and retail businesses. Many companies depend on the holiday season to generate up to 20% of their annual revenue. 

According to the National Retail Federation:

  • In 2020, holiday shopping accounted for 19.5% of total annual retail income
  • U.S. retail sales in November, and December 2020 totaled $789.4 billion

Historic Holiday Spending

Due to the pandemic and the increased number of Americans spending more time at home, the U.S. economy saw an unprecedented bump in holiday shopping. In 2021, total holiday retail sales increased by 8.5%, the largest annual increase in 17 years. E-commerce sales increased by 64.1% compared with 2019. (Deloitte) 

But with economic uncertainty, supply chain issues, and global tensions, the question on every business owner’s mind is, “how will people spend their money this holiday season?”

Although economists report that Americans are giving mixed signals, sources indicate that “people in the United States are more excited for the holidays than they’ve been in years.” (McKinsey & Company) 

So despite citizens’ concerns about inflation, “U.S. shoppers are looking forward to spending for the holidays.” 

Optimistic Outlook for Retailers

According to a recent Consumer Pulse Survey conducted by McKinsey & Company, things are looking up for retailers. Here’s a summary of their findings:

After nearly three years of suppressed behavior resulting from the COVID-19 pandemic, people are primed to go all out to celebrate the holidays. In the survey, 55 percent of U.S. respondents say they are excited about holiday shopping, and most people have the savings to spend.

Holiday shopping has already begun. Concerns about inflation and product availability—along with retailers’ early planning this year—have encouraged U.S. consumers to shop earlier than ever. For example, 56% have already started shopping in October instead of waiting until later in the season.

Consumers are looking for value. Given the economic uncertainty, consumers are more strategic about spending. Nearly half of U.S. survey respondents say they would switch stores if they found a better price elsewhere.

American Holiday Shopping Sentiments

Based on the Consumer Pulse Survey of shopper sentiment and attitudes, there’s a general uptick in holiday spirit across all U.S. income and age groups. 

According to the graph below and the McKinsey survey results:

  • Low- and medium-income consumers each saw a 21-percentage-point increase in optimism. 
  • Baby boomers’ rate of optimism has more than doubled since 2021, with nearly half feeling good about holiday shopping this year. 
  • Higher-income and younger consumers are especially excited, with around two-thirds eager or excited for the holidays.

(Graph Source: McKinsey & Company)

So what’s the bottom line here?

Retailers that offer good value will perform the best this holiday season.

If you’re a business owner, retailer, or eCommerce professional, we’ve put together our recommendations for maximizing your holiday campaign planning. Our goal is to have you feeling prepared and ready to conquer this holiday season!

Holiday Campaign Planning:

Step 1: Decide on a Theme

According to HubSpot, campaigns require you to align all of your marketing channels around one specific goal or message.

Holiday campaigns — like all campaigns — typically run for a concentrated period. Depending on your industry, they can start as early as October and often spill over into January.

Campaign Theme Ideas:

  • Giving Tuesday (November 29) – partner with a local charity and give a small percentage of all sales on November 29 to the non-profit of your choice. 
  • Gift Guides – partner with your favorite retail friends and offer discounts in a collaborative gift guide. Team up and thrive!
  • Family Theme – Create a theme, “Just for Mom” or “Best Gifts for Dad.” Alternatively, you could create a “Family” themed package for the whole family. If Moms traditionally do most of the shopping, this would save them time and money!

Step 2: Define Your Goal

The next step in creating a perfect holiday campaign is to define your goal. Ask yourself:

  • What do I want to achieve with my campaign? 
  • Am I looking to increase brand awareness? 
  • Drive traffic to my website? 
  • Generate sales?

Once you know your goal, you can tailor your campaign accordingly.

Need help? Check out these examples by HubSpot:

Campaign Goals:

  • Generate 1,000 leads interested in our annual holiday sale by December 5, 2022.
  • Generate 500 sign-ups for our holiday shopping app by November 30, 2022. 
  • Collect $50,000 in donations for charity XYZ by December 20, 2022.

Step 3: Identify Your Target Audience

In this step, you’ll want to determine the following:

  • Whom am I trying to reach with my campaign? 
  • What are my buyers’ needs and wants? 
  • What are their pain points? 
  • How does my product or service solve their problem?

By understanding your target audience, you can create messaging that resonates with them and speaks directly to their needs. Taking the time to develop buyer personas for your campaign is a critical step to your success.

Step 4: Create an Offer

Once you know your target audience and your goal, it’s time to start brainstorming your offer. Expand on your campaign theme by answering these questions,

  • What unique product or service am I offering?
  • How is it special? 
  • What unique value does it offer your buyers? 

The answers to your questions will help you develop content for messaging that will go in social media, email campaigns, and ads.

Step 5: Create Compelling Messaging

Your promotion might be top-notch, but if your messaging needs to be more compelling, it won’t matter. That’s why creating messaging that speaks directly to your target audience and compels them to take action is essential. When crafting your message, highlight the benefits of taking action and clarify what you want people to do (e.g., click on a link, buy a product, etc.).

Step 6: Develop a Plan & Execute

Like traditional marketing, you want to activate the appropriate channels for your holiday campaign. Based on your existing knowledge, experience, and performance metrics, determine which mix of marketing channels will be most effective:

  • Social Media (Paid and Organic)
  • Email Marketing
  • Print Media 
  • Tactile Marketing
  • PPC

Create a plan for distributing content across channels based on which channels you will use. Choose a budget and timeline and your campaign goals to help you determine your launch time, selling cycle, and end time.

Step 7: Test and Measure Your Campaign’s Performance

Once you’ve launched your campaign, it’s important to test and measure its performance to make necessary adjustments along the way. Track key metrics such as website traffic, conversion rate, and click-through rate so you can see how well your campaign is performing and where there’s room for improvement.


Creating a perfect holiday campaign requires careful planning and execution. By following the steps outlined in this blog post: 

  • Deciding your theme, 
  • Defining your goal, 
  • Identifying your target audience, 
  • Brainstorming offer ideas, 
  • Creating compelling messaging, 
  • Planning and executing your campaign, and
  • Testing & measuring performance

You can create a campaign that resonates with people and drives results for your business. So what are you waiting for? Start planning today! 

If you need help, we’re here to support you! Get in touch with us today!

The Ultimate Holiday Guide: 3 Tips for Perfect Packaging

The holidays are a crucial time for eCommerce businesses. In 2018, online sales in the US reached almost $500 billion, and they are predicted to grow to over $740 billion by 2023. If you want a piece of the pie, you must make sure your products stand out from the competition. One way to do that is with great packaging. Read on for our top tips on creating holiday packaging that will impress your customers and boost your sales.

Consider Your Branding

First things first, you need to make sure your holiday packaging fits with your brand identity. If you usually go for minimalist design, don’t go overboard with sloppy handwriting and gaudy colors just because it’s Christmas. Conversely, if you have a fun and playful brand, now is the time to let your personality shine through. Make sure your choices are consistent with the rest of your branding so customers can easily recognize your products.

Make It Festive Without Going Overboard

Once you’ve considered how to incorporate the holidays into your branding in a way that is true to who you are as a company, it’s time to start thinking about design details. This is where things can start to get tricky. You want your packaging to be festive but not so festive that it looks cheap or tacky. A good rule of thumb is to use one or two seasonal elements and stick to them throughout your holiday packaging. For example, if you decide on red and green as your holiday colors, use those colors consistently on all of your packages, labels, and tags. Then, add a little bit of holiday-themed flair with some pinecones or holly berries—just don’t go overboard!

Keep It Classy With Simple Designs and Quality Materials

When in doubt, less is more regarding holiday packaging designs. Stick with classic shapes like rectangle boxes or cylinder tubes wrapped in quality materials like kraft paper or matte-finish label stock. Then add a touch of gold or silver foil for an elevated look that says luxury without going over the top. Remember, understated elegance will always be in style!


Great holiday packaging can take your business to the next level by helping you stand out from the competition and boost sales. When designing your holiday packaging, keep your brand identity front and center while incorporating festive elements tastefully. And finally, don’t forget that simple designs and quality materials are always a winning combination!

Corporate Giving: Why it Matters

When it comes to corporate giving, there are a few key reasons why businesses need to get involved. Corporate giving shows that your business is committed to social responsibility. 

This, in turn, can help improve your brand image and make your business more attractive to prospective employees and customers. Moreover, corporate giving can also help build relationships with other companies and community leaders. And last but not least, corporate giving is a great way to give back to the community—something your employees and customers will undoubtedly appreciate.

Let’s review the benefits of corporate giving and why it’s important.

Boosting Morale and Employee Retention

Employees like to work for companies that care more than just the bottom line. Businesses make charitable donations showing that they care about the community and the world. This can help boost morale and also help with employee retention, as people will want to work for a company they can believe in.

When employees see that their company is giving back to the community, they’ll be proud to work for an organization that cares more than just its bottom line. This sense of pride can lead to increased employee motivation and productivity, which can ultimately benefit your business. 

Not to mention, happy employees are more likely to stay with your company for the long haul. In fact, according to a study conducted by the Work Institute, nearly 33% of employees who quit their jobs cite “a lack of appreciation” as their reason for leaving. 

So, if you want to keep your best workers around, you must show them that you appreciate their hard work. One way you can do this is by making regular corporate donations to causes your employees care about (like a donation matching program). You can also provide your employees paid time each month to volunteer with an organization of their choosing.

Not a “Nice to Have” But a “Must Have”

While corporate giving has been around for decades, its significance has recently grown. As employees and consumers alike have become more conscious of climate change, income inequality, healthcare disparities, and gender inequity, their expectations have also grown. People want to work for companies contributing to improving the world.

For example, the following stats from the Havard Business School show how employees favor companies that care more than just the bottom line.

  • 95% of employees believe businesses should benefit all stakeholders—not just shareholders— including employees, customers, suppliers, and communities they operate within.
  • 88% believe it’s no longer acceptable for companies to make money at the expense of society at large. 
  • 92% of employees who work at a company with a strong sense of purpose say they would be more likely to recommend their employer to those in their network looking for a job.

These numbers make it clear that organizations must dedicate efforts to developing Corporate Social Responsibility initiatives and corporate giving to ensure employee satisfaction and retention.  (Source)

Increasing Brand Awareness and Reputation

In addition to boosting employee morale, corporate donations can also help increase brand awareness and reputation. Customers like to do business with companies that give back, so this is a great way to attract new customers while also solidifying the loyalty of existing ones. 

Furthermore, media coverage of corporate donations can help spread the word even further and put the company’s name out there positively. 

In today’s day and age, consumers are increasingly interested in supporting companies that care about more than just profits. 

A study conducted by Boston-based PR company, Cone Communications, found that 91% of consumers are more likely to purchase products and services from companies that support social and environmental issues. 

So, if you’re looking for ways to improve your business’s public image, making corporate donations is a great place to start.

Here are some other key statistics about how customers feel:

  • 77% of consumers are motivated to purchase from companies committed to making the world better.
  • Most American consumers – 55% – believe companies must take a stand on critical social, environmental, and political issues. (Source)

Investing in corporate giving and social responsibility programs is a worthwhile endeavor. As illustrated in the stats presented here, stakeholders, from customers to employees, increasingly consider an organization’s CSR initiatives before making important decisions. These decision-makers include:

  • Customers, before making a purchase
  • Investors, before allocating funding
  • Employees, before choosing an organization to work for, and
  • Executives, before finalizing their corporate strategy

The benefits of implementing a corporate giving program at your business are clear. Not only can it help you attract and retain top talent, but it can also boost employee morale and job satisfaction. A corporate giving program also shows your customers that you care about more than just making a profit and allows you to give back to the community where your business operates. All of these factors can lead to a positive impact on your bottom line.

10 Quick Tips for Running a Lean Marketing Team During a Recession

As we head into an uncertain economic climate, it’s more important than ever to have a lean, mean marketing machine. But where do you start when it comes to trimming the fat? 

In this blog post, we’ll take a look at some of the areas where you can make cuts without sacrificing results.

  1. Cut down on paid ads that aren’t performing. 
  2. Refocus your content marketing strategy around quality over quantity. 
  3. Make sure your website is optimized for SEO. 
  4. Trim your social media spend by focusing on one or two platforms instead of trying to be everywhere at once. 
  5. Review your martech stack and ditch any tools that aren’t pulling their weight. 
  6. Streamline your sales and marketing processes with automation. 
  7. Have team members audit their work and provide recommendations and solutions.
  8. Reduce your overhead costs by outsourcing or insourcing certain tasks or functions. 
  9. Scale back on events and trade shows (or get creative and move them online). 
  10. Review your budget and make cuts wherever possible and get creative!

Marketing during a recession doesn’t have to be all doom and gloom–with a little bit of creativity and careful planning, you can still come out on top! By making some strategic cuts now, you can set your company up for success when the economy slows down. So don’t wait – start trimming the fat from your marketing strategy today!

How To Create An Irresistible Brand Personality

You’ve created a brand strategy, and you know what you want your brand to achieve. But what about your brand’s personality? 

Your brand’s personality is how your consumers will perceive and interact with your brand. It’s the human side of your business that consumers can connect with on an emotional level. 

It takes into account things like voice, tone, and values. When done right, a strong brand personality can make your consumers feel like they have a personal connection to your business.

Why Brand Personality Matters

Your brand personality is important because it helps you stand out from the competition. In today’s crowded marketplace, it’s more important than ever to have a strong and unique brand identity. Your brand personality is one of the ways you can achieve that. 

We’ve outlined the steps you’ll need to take to create an irresistible brand personality.

Step 1. Define Your Target Audience 

The first step in creating a strong brand personality is to define your target audience. Who are you trying to reach with your marketing efforts? What are their demographics? What are their interests? Once you have a good understanding of your target audience, you can begin to craft a brand personality that will resonate with them.

Step 2. Consider Your Competitors 

It’s also important to consider your competitors when creating a brand personality. What are they doing well? What are they doing poorly? How can you position yourself in the market in order to better appeal to your target audience? Keep your competitive landscape in mind as you develop your brand personality.

Step 3. Determine Your Core Values 

Your core values will be at the heart of your brand personality. These are the values that guide everything you do as a company, so it’s important that they are reflected in your branding efforts. When determining your core values, ask yourself what is most important to your company and what you want to be known for. Once you have determined your core values, make sure they are evident in all aspects of your marketing communications.

Step 4. Develop Your Tone of Voice 

Your tone of voice should be consistent across all channels and touchpoints. It should reflect your company’s values and be appropriate for your target audience. For example, if you’re targeting millennials, you’ll want to use language that is relatable and authentic. On the other hand, if you’re targeting corporate decision-makers, you’ll want to use language that is more professional and formal. 

Step 5. Choose Visual Elements That Support Your Brand Personality 

Your visuals should support and reinforce your brand personality. This includes everything from your logo and color palette to the imagery you use in your marketing materials. Make sure all of your visual elements work together to create a cohesive look and feel for your brand. 


Developing a strong brand personality is essential to any successful business venture. By taking the time to define your target audience, consider your competitors, determine your core values, and develop a tone of voice that reflects those values, you can create a brand personality that will resonate with customers and help you stand out from the competition. 

Furthermore, choosing visual elements that support your brand identity will help ensure that all of your marketing communications are working together to create a cohesive look and feel for customers.

Done right, your brand personality will be irresistible! 

Increase the Value of your Product or Service in 6 Steps

A value ladder is a framework for how you organically increase the perceived value of your product or service — without having to raise your prices. In this guide, we’ll show you how to create a value ladder so that you can increase your leads, sales, and average order value.

What is a Value Ladder?

A value ladder is a framework that allows you to increase the perceived value of your product or service — without having to raise your prices. 

The idea is simple: 

You start by giving away something of low value for free (or at a very low price). 

This generates leads, builds trust, and establishes authority. 

Once you have built up a relationship with someone, you then offer them something of slightly higher value at a slightly higher price. 

As they keep moving up your value ladder, you keep offering them more and more valuable products and services — each step along the way increasing in price. 

Done correctly, a value ladder allows you to organically increase the perceived value of what you’re offering — without ever having to actually raise your prices!

How to Create a Value Ladder

Now that we’ve answered the question, “what is a value ladder?” it’s time to show you how to create one. 

The process is actually pretty simple: 

  1. Decide what problem you’re solving 
  2. Identify your target market 
  3. Figure out what they need 
  4. Offer something of low value for free or at a very low price 
  5. Increase the perceived value while keeping the same general format 
  6. Keep going until you hit your goal!

Value Ladders in Action

The best way to understand how all these work is to see them in action. Here are some examples of real-world companies using value ladders to close more sales and increase their revenue

  • HubSpot offers free tools, ebooks, and templates  
  • WordStream offers a free keyword research tool  
  • LeadPages offers a free landing page builder  
  • AppSumo offers heavily-discounted deals on popular software tools  

As you can see from these examples, almost every company uses some form of a value ladder — even if they don’t realize it!

Value Ladders vs. Funnels

One final thing we want to clear up before we wrap things up is the difference between value ladders and marketing funnels. Even though they are similar, they are NOT the same thing! A marketing funnel refers to the process that someone goes through when they become aware of your product or service, consider whether or not they need it, decide whether or not to buy it, and then actually make a purchase. 

 A value ladder refers specifically to the products or services that you offer at each stage of the marketing funnel — with each successive “rung” being of higher perceived value (and higher price). So while all successful businesses need both a marketing funnel AND a value ladder, they are two distinct concepts. We hope this article helped clear things up for you! 


If you’re an entrepreneur or marketer, then understanding what the value ladder is and how to create one is critical for your success. We hope this guide has been helpful for you today.