Articles exploring copywriting through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
8 articles
Most marketing copy is bad in ways that are research-documented. Present tense beats past tense (Packard, Berger, Boghrati 2023).
A CTA fails one of two ways: the user doesn't see it, or they see it and read it as something else. Most teams optimize the first failure.
The Elaboration Likelihood Model applied to copy length decisions based on product type, price point, and user intent.
The Elaboration Likelihood Model applied to copy: high-involvement users need substance, not sizzle.
How word-level decisions in UI copy trigger or suppress action through cognitive fluency, loss framing, and autonomy.
Why specificity, similarity, and narrative social proof outperform generic numbers.
Attentional capture, novelty detection, and the information gap theory applied to headlines.
Identical error information framed as a loss versus a gain produces dramatically different user behavior, making microcopy one of the most undervalued…