❌ Falls back on overblown language and jargon to hide its lack of value 

❌ Focuses entirely on keywords, not real customer problems 

❌ Regurgitates existing takes and bores readers to death

❌ Disregards your buyer’s familiarity with your space or solution

✅ Talks directly to your reader, in a way they relate to 

✅ Helps solve your prospect’s problems (and uses keywords and product features where relevant)

✅ Shares opinions, memorable takes or interesting data 

✅ Shows off your company’s expertise, values and personality 

✅ Builds credibility and trust for when prospects are ready to buy