rogier beerends

Great stories make the world go round. Creative director / Revenue Engineers Amsterdam / Narrator / Part-time Blogger / Working on that / Wannabe writer

[rogier beerends @beerendsz]

Most homepages force customers to do homework:

"We are [brand]"
"We deliver cutting-edge solutions"

We're all consumed with 'me', but so many brands still speak from 'we'. Open your homepage and ask: do we make people work to figure out what we do for them?

[rogier beerends @beerendsz]

Two daily writing habits that kill writer's block:

1. Prep the page. Lay down the outline beforehand so you're not staring at blank page; you just fill in the blanks.
2. Lock in your slot. Block the time, sit down, and write. Something will materialise. It always does.

[rogier beerends @beerendsz]

The million dollar question your brand should answer: what's our "when"?

When you zoom in on the exact moment your customer struggles, it's like reading their mind. Like Nike, cheering you on under the lamp post at 6 AM, when it's dark, cold and wet and you're going for a run.

[rogier beerends @beerendsz]

The most effective habit from Ship 30 for 30: writing 1 long-form piece every week.

> It forces you to take a deep dive.
>> 1 Long-form breaks into multiple segments.
>>> Each segment is a standalone nugget to distribute.

One big idea is the gift that keeps on giving.

[rogier beerends @beerendsz]

If your B2B homepage isn't converting, it's rarely a traffic problem.

99 out of 100 it's a headline that is:

• Too vague
• All about "we"
• Just plain boring

Fix the headline, and you'll stop leaking leads in those first 5 seconds.

[rogier beerends @beerendsz]

Most brand copy is forgettable. Make it undeniable: swap persuasion for articulation.

"Persuasive" copy feels like a pitch. It puts peoples' guard up. When you articulate your brand's conviction, you aren't trying to convince anyone—you're telling a truth they already feel.

[rogier beerends @beerendsz]

We hope our best ideas hit us in the shower, but the reality is:

→ Thinking leads to ideas
→ Ideas lead to thinking
→ And round and round you go

The quickest way to kickstart your thinking? Start writing.

[rogier beerends @beerendsz]

After 26 years in creative strategy, the most valuable question for founders remains:

'What's the core conviction that started your brand?'

If the answer doesn't 100% define your positioning and copywriting, you're trawling the sea as a sailboat when you could be a tall ship.

[rogier beerends @beerendsz]

Sometimes, all you need is two words to capture a thousand.
While working at Lotus Cars, to greet new owners I simply settled for:

'WELCOME, DRIVER'

1. Speak to your audience
2. Capture your brand
3. Cut the fluff

Check all 3 and you hit the 'holy trinity' of brand copy.

[rogier beerends @beerendsz]

If you know your brand copy needs 'more' but don't know where to start, open your homepage and read the headline.

It's the first thing your customer sees. Now ask yourself: 'Do they recognise themselves in the first 5 seconds?'. If they don't, they're gone.

[rogier beerends @beerendsz]

@AidanLaBreche Brilliant, cheers!

[rogier beerends @beerendsz]

@AidanLaBreche good point ;) - done

[rogier beerends @beerendsz]

@Laraacostar send

[rogier beerends @beerendsz]

@parkerworth story

[rogier beerends @beerendsz]

@hasantoxr If you consider these images logos I'd steer clear from making coffee. Just friendly advice.

[rogier beerends @beerendsz]

@Loor_____ Ik vond deze podcast een verademing (pardon the pun). Meer.

[rogier beerends @beerendsz]

@TimStodz Send it

[rogier beerends @beerendsz]

@reachvaldo 👋

[rogier beerends @beerendsz]

@TimStodz Send it - thanks!