Hi, I’m Pete Michaels, copywriting & messaging consultant.
I’ve spent the past few years writing sales copy – landing pages, emails and sales letters – for startups, small businesses and entrepreneurs who all wanted to increase their conversions online.
I’m proud to admit, clients dug my work:
They liked how good sales copy made their products and services sound sexier, and they loved the leads & sales that followed…
But something wasn’t right.
I would often get approached by businesses who had fundamental problems with their messaging that went deeper than ‘new copy’ alone could fix – and it was hurting them.
Some were struggling to understand what really made their ideal customers & clients tick, and were looking for sales in all the wrong places, often at great expense…
Others were doing ok DESPITE their messaging, which was ticking a lot of boxes but failing to communicate what was truly unique about their product or service…
And too many were shooting themselves in the foot by selling in ways that weren’t building long-term trust with their increasingly sceptical markets.
(I was amazed how many otherwise-ethical businesses run by smart, honest people were damaging their own messaging and unique identities with sales messaging that didn’t reflect that.
It was as if they’d suddenly transform into awkward, formulaic snake-oil salesmen as soon as they needed to turn all that research and product development into actual profit…
OR they’d completely abandon any attempt at ‘selling’ in fear of making the snake-oil misstep, and just… hope for the best with urgency-free ‘content’, without trying to appeal to their target market’s genuine fears and desires.)
It bugged me that I couldn’t help these people within the restrictive boundaries of ‘sales copy’.
That was often effective, but it wasn’t enough on its own…
I needed to find a way to help these businesses grow by breaking through their messaging barriers, and undoing some of the mistakes they’d made.
So I worked behind the scenes to create a messaging development service that would do more than just ‘paper over the cracks’ with aggressive or short-sighted sales tactics, and instead would go deeper and focus on the long game:
With a key focus on communicating what made my clients truly unique…
…in ways that would appeal most to their ideal customers, not just ‘the market’…
…and that would reliably establish and build trust with their growing audiences.
So I developed a service that would help businesses who wanted to go deeper and create inspirational, persuasive messaging that finally shows the world who they really are, and why they really matter.
I call it ‘Selling Unique’…
You can read more about it, and how it can help your business stand out from the crowd right here.
