The Three Steps To Growing Your Business

Step 1. Research: Understanding Your Market

An in-depth understanding of your market is needed before creating the content to drive sales or lead generation.

This involves:

• Audience Analysis:

  • Define buyer personas: demographics, needs, desires, and pain points.

  • Identify emotional triggers (fear, ambition, aspiration, convenience etc ...).

  • Use tools like surveys, interviews, or analytics to gather data.

• Product Understanding:

  • List features and benefits.

  • Identify the Unique Value Proposition (UVP): What makes your product stand out?

  • Anticipate objections and prepare responses.

• Market Insights:

  • Analyse competitors' messaging, strengths, and weaknesses.

  • Study market trends to spot opportunities and risks.

Output: A clear understanding of your audience, your product, and the competitive landscape.

Step 2. Marketing Strategy: Define the Plan and Goals

Once I understand your market, I can now map out how to position your product/service and align your messaging with your audience's needs.

This involves:

• Goal Setting:

  • Define specific goals for the copy (generate leads, increase conversions, boost awareness etc ...).

  • Use the SMART approach (Specific, Measurable, Achievable, Relevant, Time-bound).

• Positioning:

  • Highlight how your product solves the customer’s problem better than competitors.

  • Focus on benefits that match your target audience's emotional and practical needs.

  • Establish a consistent brand voice and tone.

• Channel Selection:

  • Choose where to distribute the content: landing pages, email sequences, social media, ads, etc.

  • Align channels with audience preferences and behaviours.

Output: A clear roadmap for the content, including goals, key messages, and chosen channels.

Now I can use the research and marketing strategy to create high-converting sales or lead generation content.

This involves:

• Hook:

  • Write a compelling headline or opening line that grabs attention.

  • Focus on the customer’s pain point or desired outcome.

  • Use power words to evoke emotion and curiosity.

• Benefits:

  • Lead with benefits, not features. Answer: "What’s in it for me?"

  • Use simple, direct language that speaks to the customer’s needs.

  • Incorporate social proof (testimonials, reviews) and credibility markers (data, certifications).

• Call-to-Action (CTA):

  • Make the CTA clear, specific, and action-oriented.

  • Add urgency or scarcity where appropriate.

Output: Fully developed content that aligns with your strategy and drives the desired action.

Step 3. Creating the Sales Content: Craft and Refine

Interested?

If my process makes sense to you - drop me a brief line describing your business, your goals and your website address:

Hi, I’m Justin Pugsley

I specialise in creating high-impact marketing and content so businesses can grow their sales

My background is financial / business journalism and previously worked for the Financial Times supporting financial and fintech firms with their thought leadership and marketing campaigns. I’ve also worked with smaller businesses providing landing pages, sales emails and marketing strategy.

My expertise includes market research, writing sales copy, content creation, and advising clients on effective marketing strategies. With a strong background in journalism and financial services, I create marketing materials that align with client/partner business goals, helping brands drive engagement and grow their sales.

“We used Justin’s services to help us with our content marketing strategy, which he provided. We were impressed by the range of topics and ideas he came up with to engage with our core market. He also provided us with a very well written article, which explained a complex topic for an institutional investor audience. If you’re in the B2B SaaS space, I would definitely recommend working with Justin on marketing and copywriting projects.”

Christoph Gugelmann - Fintech CEO & Founder at Tradeteq, Former MD at Goldman Sachs and BofA, Private Credit Asset Manager, Financial Technology - UK

“Justin supported us in the redesign and repositioning of our core offering during 2024. He brought fresh perspectives and insights that helped the team think through a complete refresh of our approach. The outside perspective was very valuable and I recommend his services for both copywriting and marketing strategy overall.”

Steve Tunstall - Board Chair & Director, MAS & HKIA Regulated Companies: Risk, Technology, Sustainability and Business Growth, open to Board, AC, and Risk Committee positions. Founder, investor and Tech Evangelist for Asia - Singapore

“We had the pleasure of working with Justin Pugsley at the National Centre for Suicide Prevention Education and Training CIC and his contribution was nothing short of outstanding. From the very start, Justin demonstrated a deep commitment to understanding our core business, mission, and the unique challenges we faced in marketing our services. His consultation was excellent - he took the time to fully grasp our needs and developed a thoughtful, strategic plan to improve our website's functionality and messaging.

Justin’s professionalism shone throughout the entire process. Not only did he deliver a comprehensive plan, but he also executed it quickly, crafting high-quality, engaging website pages that truly reflected our organisation’s values. His ability to balance efficiency with meticulous attention to detail was impressive, and the results exceeded our expectations.

We couldn’t have asked for a better partner in this important project, and we would highly recommend Justin to any organisation looking for top-notch consultation and marketing support. He played a key role in helping us better communicate our vital work to the world."

Fiona Aldred, Chief Executive | Strategic ICT Leadership - UK

“I was highly impressed by Justin’s ability to gather and condense the comprehensive information I gave him in an expert interview on banking regulation. The article he wrote was concise, accurate and nicely formulated. Justin was able to reproduce my thoughts in an easily understandable way, targeted to my demanding audience. I was also intrigued by his efficiency. Despite the complexity of the topic, I had to apply only minor edits, which saved me valuable time.”

Dr. Andreas Ita, Managing Partner, Orbit36 - Switzerland

★★★★★