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    Marketing & Communication

    Principles from social proof to positioning, and how they work in websites and campaigns.

    Eugene Schwartz's 5 Levels of Awareness: Why Nobody Buys Before They're Ready
    Marketing & Communication

    Eugene Schwartz's 5 Levels of Awareness: Why Nobody Buys Before They're Ready

    Eugene Schwartz's five levels of awareness explain why the same copy works on one visitor and fails on the next. Includes a mapping table and practical steps for websites.

    5 min read
    The Homepage That Wants to Say Everything at Once
    Marketing & Communication

    The Homepage That Wants to Say Everything at Once

    Many company homepages don't fail because of design, they fail because of the message: they try to tell every visitor everything. Why that doesn't work, and how to arrive at a clear core message.

    5 min read