From Reads to Leads is a newsletter for writers who want more. It's about marketing. Strategy. Positioning. Operations. Results. And yes, it talks about writing too. But through a marketing lens. If this was sent to you, subscribe here so you don't miss the next email.
In today's newsletter:
If they visit a SaaS website, they expect to see UI screenshots.
If they visit an agency's site, they expect case studies.
If they browse an apparel store, they expect to zoom in on product photos.
Meeting these expectations is important. But there's a fine line between delivering what’s expected and blending in with everyone else.
Some expectations are non-negotiable; others box you into sameness, making you just another X company.
In design, if you want people to notice a CTA, you paint the button in a contrasting color.
Copy works the same way.
Here are a few ways to create contrast.
Find unexpected links. Ideas that, at first glance, don’t belong together but somehow make perfect sense.
Take Jaguar, for example. In their recent ad, they spent 30 seconds showing models in brightly colored outfits, without a single car in sight. What’s the link between high fashion and a luxury car brand, aside from the word model?
That curiosity is the connection. It makes you stop, think, and remember.
Or how Animalz approaches content marketing ↓
One blog post draws parallels between lawyers and writers – two professions that seem worlds apart.
Another connects recipes and movies to content strategy. You can’t draw a straight line between these ideas. But that’s exactly what makes them so compelling.
Surprise grabs attention. A message that twists expectations stops the scroll.
Take this headline: "How to separate your work from personal life, when you hate both."
You expect a typical work-life balance post but the last few words flip the script. These guys have personality ↓
Or consider unconventional website design. I was fortunate to work on one such project for Solid Bash, a game development company.
We wrote the copy, and Snig handled the design. The result? A site that people either love or hate. But no one ignores. It stands out.
See for yourself. It's disruption. It makes people take notice.
Breaking patterns means going against the industry norm. If everyone follows the same design or messaging, you do the opposite.
But pattern-breaking isn’t just for big-picture strategy; it can happen in the smallest details, even within a single section of a webpage.
Take this list of key points:
✔ Seasoned QA professionals
✔ Seamless integration with your development workflow
✔ Comprehensive test coverage
✔ Mature testing methods and tools
✔ Flexible team scaling
✔ Pay 50% less than you pay developers
Every point starts with an adjective, until the last one, which is a verb. That small disruption makes it stand out.
Or here, the copy Zmist & Copy wrote for a design agency:
- Reduce your design cost. You can have your UI/UX design completed at just half the cost of bringing in full-time in-house designers.
- Get there first. We create outstanding UI/UX design with respect to your deadlines so you can get a fast time to market.
- Scale up or down. You can quickly add more designers when your requirements evolve, or reduce your team size – anytime.
- You call the shots. You have complete control over what we're working on, what's next on the roadmap, and when it'll be delivered.
The first three points follow a structure: an action verb leading into a benefit. The last one flips the format, creating a subtle shift that draws attention.
Not everyone needs to agree with you. In fact, strong opinions filter out the wrong audience and magnetize the right one.
Take this LinkedIn post I wrote a few weeks ago: Negative is fine.
Many clients avoid negative words in copy, fearing they’ll create a bad impression. But I argued the opposite. Negative messaging can be effective. I backed it up with examples. The response?
Finally someone said it!
Another example: While most insist that messaging should emphasize benefits, Anthony Pierri argues you should focus on features.
When you take a stance, you create contrast. And contrast is what makes your voice stand out.
Perfection is overrated. Sometimes, being raw, unpolished, and even a little messy is what makes you stand out.
We’re working with Pingle on repositioning, and during one of our discussions, the topic of client testimonials came up. The conversation went like this:
- Let’s do video testimonials. Nobody in game dev does this.
- The question is: should we make them polished or raw?
- Raw! Mobile videos shot on the spot. Imagine a game developer: eyes locked on the screen, one hand buried in a bag of chips, the other gripping a coffee cup. They’re messy. They’ll appreciate that.
The client said that.
The instinct to polish everything is natural. But sometimes, imperfection is the hook. It’s what makes you real.
Just look at Surreal’s branding on socials. Their graphics are intentionally sloppy, their messaging raw. And yet, their content grabs attention because it feels real.
So don’t aim for perfect. Aim for authentic.
Have a boss weekend.
I've lost my voice this week. Pretty awkward when you have to run client meetings. Hope you're all well and healthy.
Kate
P.S. If we aren't connected already, follow me on LinkedIn and Instagram. If you like this newsletter, please refer your friends.
P.P.S. Need a hand with content? Fix your mediocrity problem with Zmist & Copy
Before you write something, plan it. Figure out what you are going to write, and then write it. If your first draft looks like crap, then you didn't plan well enough.
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