My adventure with Iowa State University began long before I ever unpacked a suitcase in Larch Hall. In fact, the very first time I “visited” the campus, I barely visited it at all. It was more of a joyride with two of my brothers— Tom, and Dave — at a time in our lives when a drive across state lines counted as both exploration and entertainment. I was young, edging into adulthood, and they were all a few steps ahead of me, showing me what freedom looked like. Early in my senior year at high school I had narrowed my college choices to the University of Minnesota in the Twin Cities, Northwestern University in Evanston, IL, the University of Wisconsin in Madison, WI, Cornell University in Ithaca, NY, and Iowa State in Ames, IA. All great engineering schools. This would be my first college trip.
The Essential Elements
of Copywriting
The Essential Elements
of Copywriting
If you’re building a digital business, you’re not just selling products; you’re selling ideas, transformations, and trust. That’s where effective copywriting becomes your greatest ally. Let’s break down the essential elements of copywriting using a Venn diagram as a quick guide you can use to help you write emails and sales page copy that genuinely connects and converts.
1. Know Your Audience
Before writing a single word, ask yourself:
- Who is going to read this?
- What do they hope for or struggle with?
- Are they discovering you or your brand for the first time, or are they already familiar with it?
Emails and sales pages that don’t resonate with the reader’s current mindset will not achieve their desired impact. You’re not writing to impress; you’re writing to connect.
2. Define the Aim
What is the goal of the copy?
- To get a click?
- To make a sale?
- To build trust or spark curiosity?
Every sentence should serve your objective. Don’t write just to fill space—write to engage your audience.
3. Evoke the Right Response
Consider what you want your reader to do, think, or feel. If it’s an email, maybe you want them to feel inspired and compelled to click through. If it’s a sales page, perhaps you want them to feel confident and ready to make a purchase.
4. Speak to Benefits, Not Just Features
Features = what something is.
Benefits = what it does for your reader.
Always translate features into real-world outcomes that resonate with your audience. For example, “24/7 customer support” isn’t merely a feature—it’s a source of peace of mind.
5. Craft a Clear Strategy
Consider your copy as a journey. What information should come first to capture someone's attention? What social proof or offer details will sway the decision? Regardless of whether it’s a cold lead or a warm one, the structure is important.
Bonus Tip: These principles also apply to community posts, social media content, lead magnets, and other formats.
This article is copied from Cuan Petersen and reposted here for visibility and accessibility.
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My Last Week of High School
Most people remember their last week of senior year as a blur of finals, yearbook signatures, and the thrill of freedom just beyond the edge of graduation. I always thought mine would be the same. I pictured a week full of celebration, a little bit of mischief, and a slow fade into summer before heading off to college in the fall. But life had something different in mind for me. My final week as a senior at New Lisbon High School was not about parties, pranks, or planning the future. It was about survival, responsibility, fear, hope, and a kind of growing up that most 18-year-olds never have to face.