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:
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Printed and categorized all review data
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Sorted by sentiment and theme to avoid bias
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Identified overlaps and cut redundancy
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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:
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Next.js
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Tailwind CSS
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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