Why Words Win

How to leverage loss aversion to boost subscriber upgrades

See the Loom AI email that works hard to boost ARPU

How I narrowly escaped a phone bank scam

The 5 persuasive techniques a scammer used to trick me (and could use to trick you as well)

How to write irresistible CTAs for your warm outreach emails

See how one strategic CTA saves an otherwise-mediocre email

Are you putting too much pressure on your homepage headline?

Hint: The answer is probably yes. This might help.

How to make your headline memorable

See how Whimsical uses one simple trick to write copy that sticks

Loop & Tie and the Principle of Unity

How a few words can create a powerful sense of belonging—and why that really matters for conversions.

A LinkedIn Cold DM CTA and the Foot-in-the-Door Effect

How micro-conversions can help you boost conversions

Loop’s Facebook Ad and the Vividness Bias

How to write hooks that live rent-free in your reader’s mind

A Basic Arts Subject Line and the Principle of Consistency

How this subject line went after the jugular—and why it paid off

Rover’s Subject Line and the Curiosity Gap

How to write subject lines that get an immediate open

Sephora’s Latest Lines Email and the Novelty Bias

Sephora’s Back-in-Stock Email and Loss Aversion