Today was all about revisiting Step 5: Copywriting and it took more energy than expected.
Copywriting Foundations I Revisited
To refine the LP's message, I went back to two classic texts:
John Caples – The Copywriting: Tested Advertising Methods
→ For brand voice, emotional triggers, and clarity.
Joseph Sugarman – Triggers
→ For structuring logical flow and section transitions.
Together, these gave me a strong foundation for simplifying and clarifying the page copy.
What I Changed
The biggest challenge? Editing myself.
Because of my growing affection for the project (as I mentioned in my last post), I had included too much detail, especially in the “Customer Testimonials” section. Here's what I did:
Printed and categorized all review data
Sorted by sentiment and theme to avoid bias
Identified overlaps and cut redundancy
Trimmed long sentences and replaced them with impactful phrases
Removed weaker local testimonials (even the ones I liked), especially those that only worked because of local dialect. It hurt a little, but it helped the copy.
Writing on paper helped me spot small contradictions in my draft and source materials, which explained why I’d been confused several times before. It was a relief to finally resolve them.
What’s Next
Tomorrow I’ll finalize the technical stack. Right now, I’m considering:
Next.js
Tailwind CSS
Framer Motion for subtle animations
But before I lock them in, I want to survey new or trending tools to make sure I’m not missing out on anything valuable.
Reflection
Every time I think, “this part should be quick,” it turns out to take the longest. But maybe that’s the lesson:
The parts before anything takes form are where the real work, and real learning, happen.
More updates tomorrow.
Date: June 14, 2025
tags: portfolio, webdev, copywriting, ux, learning
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