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Free resource · PDF
The Honest Brief.
A 12-question framework for writing B2B homepage copy that actually converts — distilled from the way we run our own engagements. No fluff, no upsell. Just the worksheet we'd give a friend.
What's inside
- A 12-question audit for the copy you already have — and what each question is really testing.
- Three rewrite moves we use on almost every engagement, with before/after examples.
- A one-page worksheet you can hand to a writer or a junior marketer and get a passable draft back.
- The short list of things to stop doing — the cliches, the category vocabulary, the fake urgency.
What it isn't
- A 40-page theoretical framework you'll never finish reading.
- A sales pitch disguised as content.
- Anything that requires our tooling, our software, or signing up for a webinar.
Grab the PDF
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