Your audience isn’t going to do the work of figuring out why your offer matters. You are. Kalyl Kadri, the copywriter behind Words Hurt, joined Fab ahead of Business of Marketing to talk about what actually separates copy that converts from copy that just sounds nice.
About Kalyl Kadri
Kalyl Kadri is a former theatre-maker turned creative director and copywriter, and the founder of Words Hurt, where he helps businesses put more fun in their fundamentals and get booked out while causing a scene. He has over a decade of experience directing performers on stage, and nearly as long directing founders and creators on the page.
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“If you’re putting a feature on the page, the reader shouldn’t have to do the hard work of connecting it to their life.”
Kalyl Kadri
The “So What” Test For Sales Pages That Convert
Write the feature, then ask “so what?” until you hit the real, tangible benefit. Most copy stops one layer too early.
- Before you publish anything, check whether someone outside your industry would get the point on one read
- If a reader has to do the mental work of connecting a feature to their own life, you’ve already lost some of them
Steal Ideas From Outside Marketing
The best material rarely comes from another “grow on Instagram” account. Kalyl pulls from theatre, documentaries, and industries with nothing to do with marketing.
- The goal isn’t to copy the source, it’s to borrow the structure or the feeling and translate it into your own work
- A theme sticks when it’s genuinely connected to you. Force-fitting a trend you don’t actually care about shows
Make It Distinctive Without Making It Confusing
Creative presentation and clear messaging aren’t in competition. A page can feel original and still be instantly understandable.
- If your audience has to decode what you’re offering, the cleverness has cost you the sale
- Run your own copy through the “so what” test before a client, or a stranger on the internet, has to
A sales page that passes the “so what” test is the one that actually converts.
Catch Kalyl live at the Business of Marketing on 13 November, or get a head start with his Sales Page Revival offer.