the category leader pov.
Notes from inside high converting offers, sales systems, and founder led brands.
LATEST ARTICLE30 copywriting tips most people skip (and why they matter)
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copywriting hot takes ◠ published monthly ◠
meet the author
hailey lucas
Hailey is the strategist founders call when they’re tired of guessing, tweaking, and “testing” their way into burnout.
With a background in high ticket sales and conversion strategy, she writes copy that doesn’t perform for screenshots but performs where it counts: revenue.
When she’s not building high converting offers, she’s probably drinking matcha, at pilates, or reminding clients (politely) that traffic isn’t the problem — their messaging is.
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Copywriting for Cold Traffic vs Warm Audiences: what actually changes
One of the most common copy mistakes I see is this: using the same messaging everywhere and hoping it works.
It might convert on Instagram but fall flat in ads. It might work in emails but stall on a landing page. It might close warm leads… and completely lose cold traffic.
When that happens, people usually assume they need better copy. In reality, they need different framing.
30 Copywriting Tips Most People Skip (and why they matter)
If you search for “copywriting tips,” you’ll find thousands of articles telling you how to sound better. Write like you talk. Use power words. Tell stories. Add urgency. None of those are wrong, but they’re incomplete. Because copy that sounds good doesn’t automatically sell.
After working in high ticket sales, building conversion focused messaging, and rewriting offers that looked “fine” on the surface but weren’t converting, I’ve learned this: the biggest copywriting mistakes aren’t about wording… they’re about thinking.
If your copy isn’t converting, the problem usually isn’t your hook. It’s not your CTA. It’s not that you need to sound more confident, more persuasive, or more “high vibe.”
It’s that your buyer still has unanswered questions and your copy never earns the right to close. Most copywriters misunderstand objection handling entirely. And because of that, they end up writing copy that sounds good… but doesn’t move anyone to act. Let’s fix that.