Writing - Coastal Content

How to write a product page that actually converts during sales season

November is when product pages earn their keep, or don’t. Traffic goes up, attention spans go down and the gap between a page that converts and one that doesn’t gets wider and more expensive with every passing day. The good…

Signs your content team needs an editor, not another writer

Here’s a pattern I see a lot. Content quality dips, someone in a leadership meeting says “we need more writing firepower,” and three months later there’s a new writer on the team, a bigger content budget and the exact same…

Writing sales season emails: Subject lines, CTAs and everything in-between

‘HUGE SAVINGS INSIDE.’ That was the entire subject line. Inside, I found a 10% code and a photo of a mug. I’ve never met a saving that was both huge and unspecified and I’ve met a few. Post one covered…

Sales season email strategy: Build the sequence before you build the discount

At 07:02 on the Tuesday before Black Friday, an email lands from a homeware brand. It says BIG SALE. At 07:11, a second one arrives. It says BIGGER SALE. By Friday the brand will have sent eleven emails, none of…

How to create a style guide your team will actually use

Most content problems aren’t creativity problems. They’re consistency problems. The blog reads like three different people wrote it because three different people did. The email uses “enquiry” while the website spells it “inquiry”. One page calls it a free trial,…

In-house vs freelance: What works for a growing marketing team

Somewhere around headcount fifteen to thirty, every marketing lead has the same conversation with themselves at eleven at night. Do we hire a content person, or do we keep patching this together with freelancers? Both options have a compelling case…

How narrative sequencing shapes buying decisions

There’s a story happening in your buyer’s head before they ever read a word you’ve written. They’ve already half-decided you’re interesting or irrelevant. They’ve got anxieties you don’t know about, alternatives they’re already considering and a very short list of…

What AI thinks “conversational tone” means

Imagine you’ve just asked a question. Nothing complicated. Something like “what should I include in a company blog post?” And the response begins: “Great question! When it comes to crafting compelling blog content that truly resonates with your audience, there…