Published author, ghostwriter, novelist, poet, comma maximalist. I teach you powerful rhetorical tricks to improve your writing and get paid online.

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James Carran

The worst writing productivity advice I've ever seen:

"Take a break every 30 minutes."

Are you crazy?

Get in flow, stay there as long as you can, then stop.

You'll write 10x more this way.

Craftsman Writer. Published author, ghostwriter, novelist, poet, comma maximalist. I teach you powerful rhetorical tricks to improve your writing and get paid online.

How to become an amazing writer in 8 easy steps:

1. Read
2. Read
3. Read
4. Read
5. Read
6. Read
7. Read
8. Write

All there is to it really.

I'm going to settle this right now:

If you can count it, it's fewer.
If you can't count it, it's less.

"There were fewer emails to read."
vs
"I had less work to do."

Easy.

You can't write something worth reading until you've lived something worth writing.

Shorter isn't better.

Don't write: "He was mean."

Write: "He'd cheat a widow out of her last coins, just because he could."

Show, don't tell.

Even if it takes longer.

Delete "that".

Don't write "He thought that it was a good idea."

Write: "He thought it was a good idea."

Cleaner, and easier to read.

(If it breaks the sentence, put it back.)

Read a real book.

X-Twitter rots your brain and spoils your writing.

So do most self help and business books.

Pick up a classic novel instead.

You'll write better.

By age 30 you should have realised writing is the most powerful skill in the modern world.

It's wild how many terrible writers make amazing money because they just keep putting themselves out there and never doubt their ability.

Something to think about

Writing is a skill, not a talent.

You can learn.

You can improve.

Everything is online now.

Everything is writing.

Never neglect it.

The world belongs to the writer who writes even when nobody will ever read it.

Sometimes I write at night.
Sometimes I write in the morning.
Sometimes I write at lunch.
Sometimes I write on my phone.
Sometimes I write at the desk.

The important thing is writing every day, not where or what time you do it.

Writer's block is just a fancy word for laziness.

Avoid negatives.

Never write "He wasn't the best of shots"

When you can write "He was a bad shot"

Your readers brain will skip the negative, then have to go back and correct it, which jars them out of the reading trance.

Rephrase it.

Stop overthinking.

Write it. Edit it. Publish it.

Move on to the next thing.

1/100 aspiring authors will start writing.
1/100 of those will finish the book.
1/100 of those will publish.

It doesn't take much to beat the average.

People say coffee can't replace water but I think they just don't drink enough coffee.

CRO To Make Your Bank Account Dance 🕺🏼 | Scaling D2C Brands | $30 Million In Incremental Revenue Added Through CRO | 400+ Websites/Landing Pages Average CVR 5.37% | Co-Founder @ Solvexmedia | We Are Hiring |

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Working at Deloitte gave me direct exposure to Fortune 500 companies looking to diversify their marketing efforts into digital. My three years there consisted of handling ad-spend budgets in excess of $1,000,000 a month all while generating a positive ROI and meeting all KPIs.  

Got tired of corporate, decided to use the skillset I had to build a few ecom brands, made some money (two exits), then had some fun. 

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🤙 Message me here or email kam@solvexmedia.com

Kam Hossieny

I nearly had a heart attack looking at our client's sales dashboard.

This skincare brand had been selling their hero face serum at $29.99 for years. 

It was their comfort zone. 
Their safe space.

Still, one question kept bugging me

What if they were losing money without knowing it?

So we ran a split test. 

Four price points:

• $24.99
• $29.99 (their original)
• $34.99
• $39.99

I was SURE the $24.99 would win on volume. 

My client bet on their tried-and-true $29.99.

Both of us were dead wrong.

The $39.99 price point crushed everything else. 

Not just in revenue - in UNITS SOLD too.

Mind. Blown. 🤯

They'd been undervaluing their product for YEARS.

Here's what we learned:

1. Higher price = higher perceived value
When we raised the price, people assumed the serum was more potent than competitors.

2. Price anchoring works
We added a $59.99 "premium size" that few bought, but it made $39.99 feel like a bargain.

3. Conversion rate isn't everything
The $24.99 option converted best (4.2%) but the $39.99 made way more money at 3.1%.

4. Test EVERYTHING, even when you're scared
Your gut feeling might be holding your business back.

The craziest part? 

We almost skipped the test—thought no one would pay more.

Thought we “knew” the customer.
We didn’t.

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solvexmedia

How we cut customer acquisition costs by 40% by fixing this one retention issue ☝️

I was reviewing a client's marketing budget last month when I spotted something alarming.

They were spending $50K/month on ads to acquire new customers...

...while completely ignoring the 67% who bought once and never came back.

"We need more customers!" they insisted when I questioned their strategy.

Wrong. ❌

What they needed was to stop the leaky bucket.

Here's what we discovered:

Their post-purchase experience was a DISASTER. 

After checkout, customers entered a black hole of communication. 

No follow-up emails. 
No usage guidance. 
No community connection.

Just silence until the next promotional blast.

So we made one critical change:

We built a proper onboarding sequence that actually TAUGHT people how to use the product they just bought.

The results shocked even me:

• Repeat purchase rate jumped from 22% to 48%
• Customer lifetime value increased by 71% 
• And most importantly – acquisition costs dropped by 40%

All because we stopped chasing new customers and started valuing the ones we already had.

Here's the harsh truth most brands miss: 

➜ Retention isn't just some nice-to-have metric. 

It's the economic engine of your entire business.

When customers stick around longer

you can afford to acquire them in the first place.

The best marketers understand this simple equation: 

⭐ Fix retention first, then scale acquisition.

Not the other way around.

Your FAQ page is more powerful than you think. 🧠

I stumbled across Quiet Mind’s FAQ section today and... wow

It wasn’t just informative 

it *felt* like someone genuinely cared.

Most FAQ pages? 

They’re either a legal checklist or a last-minute SEO dump. 🗑️

But Quiet Mind made theirs feel like a soft landing. 

➜ gentle tone 
➜ specific questions 
➜ empathy baked into the copy

They didn’t assume people knew what a weighted pillow is. 

They addressed real concerns:
– ADHD
– anxiety
– even how long it takes to adjust

This is smart CRO.

Why? 

Because the more questions your customer has to Google, the less likely they’ll buy from you. 

Instead of pushing the product harder

👉 Quiet Mind slowed down and walked with their customer. 

That builds trust. 
That boosts conversions.

So if you’re building your FAQ page? 

Don’t just think “search terms”
Think about “support” 

Make it sound like you’re answering your best friend’s questions.

Because in the end, people don’t want perfect copy. 

They want to feel understood.

graphical user interface, text, application, email

The "anti-hype" copy approach that tripled my client’s conversion rate

I just committed e-commerce blasphemy last month.

I convinced a client to REMOVE all the hyped-up marketing language from their product pages.

Their marketing team nearly had a collective heart attack.

"But HOW will people know our product is amazing without saying it's amazing?!" they protested.

Here's what we did instead:

We replaced EVERY single hype phrase with brutally specific details.

• "Revolutionary formula" → "Contains 0.5% retinol that took 37 trials to stabilize"
• "Unbelievable results" → "73% of users saw reduced fine lines within 28 days"
• "Game-changing technology" → "Uses a patented airless pump that prevents oxidation"

No more empty superlatives. 
No more meaningless buzzwords.

Just honest, specific, verifiable facts.

The result?

Their conversion rate TRIPLED in the first 30 days.

Email signups jumped 78%.
Return rate dropped 24%.

Turns out, customers in 2025 have developed a powerful immunity to marketing hype. 

They've seen too many "revolutionary" products that were anything but.

What they crave now is SPECIFICITY.

They want to know exactly what they're getting and exactly how it will help them.

The best part? 

This approach actually forces you to create better products. 

You can't hide behind vague language when you commit to specifics.

One e-commerce founder told me: "This approach made us realize our product wasn't as good as our copy claimed. So we improved the actual product instead of just the marketing."

Try this: 

- Look at your highest-traffic product page. 
- Count how many empty superlatives you're using. 
- Then replace each one with a specific, provable detail.

You might just be shocked by what happens next.

Would you dare to try the "anti-hype" method on your store?

The Hue that increased our add-to-cart clicks by 13%.

"Nobody picks brown."

That's what my designer said when I suggested testing it for our client's add-to-cart button.

She was right - in 7 years of CRO testing

I'd never once seen brown outperform the standard "conversion colors."

But something about this luxury leather goods brand felt different.

Their audience wasn't responding to the bright blues and oranges that normally dominate e-commerce. 

Those colors felt... cheap against their earthy, sophisticated palette.

So we tested brown 

- a rich, chocolate shade that complemented their aesthetic.

The results shocked our entire team:
• 13% increase in add-to-cart clicks
• 9% boost in completed purchases
• Longer average session duration

The lesson? 

Context matters more than convention.

Your brand isn't everyone else's brand. 
Your customers aren't everyone else's customers.

The "best practices" that work for most might be precisely what's holding YOU back.

What industry "rule" have you broken that actually improved your results?

I fired a client last week.

They were bringing in $20K monthly revenue, but I walked away from the contract.

Why? 

Because they asked me to lie.

"Can't you just say our product is handmade? No one will know the difference."

After ___ years in this industry, I'm tired of pretending there isn't a MASSIVE ethical problem with how most brands approach marketing.

Let's call it what it is: 

Most of what passes for "marketing" today is just manipulation wearing a fancy name tag.

I see it everywhere:

• Fake scarcity ("Only 3 left!" when there's unlimited inventory)
• Fake urgency ("Sale ends tonight!" that magically extends)
• Fake exclusivity ("VIP access" that everyone gets)
• Fake results (Photoshopped before/afters)

All designed to short-circuit critical thinking and trigger impulse purchases.

But here's what I've learned from working with over 200 e-commerce brands:

The companies that ACTUALLY win long-term don't manipulate. 
They market.

Real marketing is about two things:

• Telling the genuine truth about your product
• Understanding human psychology to communicate that truth effectively

The difference? 

Intent and honesty. 🔥

One approach builds sustainable businesses. 

The other builds short-term sales that collapse when customers realize they've been duped.

I watched a skincare company triple their customer lifetime value by simply being radically honest about what their products could and couldn't do.

Their competitors are still pushing miracle claims and wondering why their retention rates are abysmal.

The truth sells better than lies

—it just takes longer and requires a better product.

So here's my challenge to fellow marketers: Can your products succeed without manipulation tactics?

If not, maybe it's time to improve the product instead of the persuasion.

What do you think? 
Is the line between marketing and manipulation getting too blurry?

"TikTok is ruining attention spans!" I told my marketing team last year.

Two weeks later? 

Caught myself watching videos of a guy restoring vintage toasters at 2 AM.

The irony wasn't lost on me. 

Here's my controversial take: 

TikTok isn't the villain—it's actually giving us a masterclass in user psychology that we SHOULD apply to e-commerce.

My own store was struggling with 6-second average product page views 

But after studying why I couldn't escape the TikTok vortex, I revamped our pages and tripled time-on-page.

5 psychology tricks that works:

1. Instant payoff 

TikTok doesn't waste your time with preamble. 

Neither should your product pages.

I ditched our fancy intro animation and put the goods front and center. Sales jumped 18%.

2. Visual storytelling > walls of text

Nobody reads anymore. Sorry, writers.

We replaced half our product descriptions with short videos showing the product in action. Engagement shot up overnight.

3. The "just one more" effect

TikTok creates those "I'll watch just one more" loops that trap you for hours.

We redesigned our product pages with small curiosity gaps as you scroll. 

People started exploring our entire catalog instead of bouncing.

Look—I'm not suggesting we manipulate customers. 

But I AM suggesting that most e-commerce sites are boring.

The sites that win make shopping as enjoyable as entertainment.

And honestly? 

That's not evil. 
It's just good business.

I once had a Harvard PhD proofread our landing page.

"This copy is written at a 5th-grade reading level. It's embarrassingly simplistic."

Two weeks later, our conversion rate hit an all-time high.

After spending millions on testing across 200+ client websites

I've learned one uncomfortable truth: 

➜ Your brilliant, sophisticated audience reads like 5th graders when they're online.

And fighting this reality is costing you money.

The data shocked me too. 

We A/B tested "intelligent" copy against simplified versions across industries

finance
SaaS
luxury goods
even academic services

The simplified version won. 
Every. Single. Time.

When we reduced reading complexity:

Finance site: +24% conversion lift
B2B software: +18% demo bookings
Luxury retailer: +32% cart additions

These weren't minor tweaks. 

We ruthlessly:
• Chopped sentence length in half
• Eliminated industry jargon
• Cut paragraphs to 2-3 lines max
• Used words a 10-year-old could understand

The most surprising result? 

Customer quality didn't drop. 

The PhDs and CEOs still converted—they just did it more often.

My hot take: Writing simple copy isn't "talking down" to your audience. 

It's acknowledging they're overwhelmed, distracted, and scanning on their phones between meetings.

The truly elite brands don't showcase their intelligence through complexity. 

They demonstrate it through clarity.

So let the Harvard PhDs critique your "simplistic" copy. 

Then smile when your conversion rates make your competitors weep.


What do you think?
Does complex copy convert better for your audience, or am I onto something?

American Giant didn't beg for my money. 

That's why I gave them more.

Here’s what happened 👇

I was checking out with one item 

But before I clicked “Complete Purchase,” 

they hit me with a smart upsell.

No aggressive discount countdown.
Just this calm, confident message:

“Add our best-selling tee for $30 — only at checkout.”

That’s it.
No fluff. 
No scroll-heavy carousel.

Just one clear offer, perfectly timed, and priced to make me pause.

✨ It felt like a nudge, not a pitch.
✨ It was relevant — same aesthetic, same quality.
✨ And the copy? Subtle but persuasive.

This is how you do upsells right.

✔ Show up after the buyer commits, not before.
✔ Keep it focused — don’t give them decision fatigue.
✔ And make it feel like a perk, not a trap.

The result?

I added the tee.

Because it didn’t feel like a marketing trick.
It felt like a brand saying, “Hey, this piece completes the look.”

And that, my friends, is good CRO in action.

graphical user interface, text, application

The best navigation feels invisible. 🤔

But when I clicked on PANGAIA's site, something made me stop scrolling...

I opened the Men’s menu—and I just stared. 

It didn’t flash. 
It didn’t animate.
It didn’t even try to be flashy. 

But it felt *premium.*

A quiet flex. 

Here’s why this minimal slide-out menu works:

1) It respects your space.
It doesn’t take over the screen. It slides in *just enough* to offer options without hijacking the shopping vibe.

2) It organizes like a stylist. 

The layout feels like a curated wardrobe rack. 

Clear categories. 
Easy to skim. 
No “explore everything” chaos.

3) It complements the product.

That full-screen model on the right doesn’t just look good—it adds emotion. 

You don’t just see clothes. 

You *feel* the mood.

From a CRO lens? 

This is a clean, low-friction way to boost browsing without interrupting intent. 🤑

A lot of brands go full chaos on mobile navs: 

Sliders, pop-ups, carousels, filters on filters. ❌

But here’s the truth: 
Less noise = more flow 🧘 

And PANGAIA nails that soft confidence.

No alternative text description for this image

I spent $10K testing offers across 50 brands. 

The winners all broke these 3 "rules"

Last quarter, I did something a little crazy.

I spent $10,000 of my own money buying from 50 different DTC brands to study their offers.

My credit card company called TWICE to check if my account was hacked. 

But the insights were worth every penny.

Here's what shocked me:

The brands with the highest conversion rates weren't following the standard "best practices" at all.

In fact, the most successful offers actually BROKE these 3 so-called "rules"

I didn't feel "seen." I felt stalked.

Last week, a marketing email addressed me by name

mentioned the exact product I'd been browsing

AND referenced the city I was in

Then I checked our own company's automation sequence and realized—with horror

We were doing the same thing.

That's when I had to confront the uncomfortable question every modern marketer faces: 

➜ Where's the line between personalization that converts and personalization that creeps people out?

After 3 years of testing personalization tactics across our e-commerce platforms

I've found the sweet spot between creepy and compelling. 

It wasn't where I expected.

The breakthrough came when we accidentally launched a campaign with broken personalization tags. 

Instead of showing customers' browsing history, we simply acknowledged: 

"We noticed you were looking for quality kitchen tools."

The vague reference performed 39% better than the hyper-specific one.

Why? 

Because it recognized the customer's intent without revealing how much we knew about them.

I learned that:
1. Customers want to feel understood, not surveilled
2. Acknowledging the problem beats regurgitating their search history
3. Subtle nods to their needs outperform "we-know-everything" messaging

My unpopular opinion? 

The best personalization is the kind customers don't even notice.

My friend walked into my home office last Tuesday

pointed at my laptop

and asked: "Is that the same company as the one on your phone?"

She couldn't read the brand name. 

She just recognized the visual identity.

That question led to our biggest marketing breakthrough last year.

You see, I'd been arguing with our design team for months about maintaining strict brand consistency across all channels. 

They wanted creative freedom; I wanted cohesion.

So we ran a split test:

• Group A saw our consistent branding experience across all touchpoints
• Group B saw our "creative" variations optimized for each platform

The results? 

Consistent branding increased conversions by 13% and recognition by 26%.

But here's what really blew my mind: 

➜ the consistent experience didn't just convert better
➜ it also reduced our customer acquisition costs by 18%

Why? 

Because people who encountered our brand multiple times in different places needed fewer touchpoints before converting. 

The familiarity bred = trust

My friend intuitively understood what marketers often forget: 

Your customers experience your brand across fractured moments on different devices. 

Each inconsistency creates tiny cognitive friction.

Show me your brand's social cause. 

I'll show you why it's failing.

"So what's your brand's social cause?"

The founder smiled proudly. "We donate 1% of profits to ocean cleanup."

"And where's that mentioned on your site?" I asked.

"Footer. Under 'Corporate Responsibility.'"

I nodded. "That explains your 0.3% conversion lift."

Last month, I audited 50 e-commerce brands with "purpose-driven" initiatives. 

The results were eye-opening:

42 brands buried their cause like a shameful secret.
8 brands made it part of their core identity.

Guess which ones saw an 18% conversion increase?

The hard truth: 

➜ consumers can smell "cause-washing" from a mile away.

The brands winning with purpose don't just donate

they transform their entire business model around solving a problem.

One client couldn't figure out why their "buy one, give one" model wasn't moving the needle. 

Then we discovered their customers didn't even know about it until AFTER purchase.

We brought their mission to the forefront

—hero banner, product descriptions, unboxing experience.

Conversions jumped 22% in three weeks.

Your cause isn't a checkbox. 

It's either in your DNA 

Or it's just marketing.

I just completed a research project that completely changed how I view mobile optimization.

I spent $5,000 of my agency's budget ordering from 50 different e-commerce brands

—half on desktop, half on mobile.

The results? Follow and message me!

I just reviewed an e-commerce brand's A/B testing history from the past 6 months.

All 17 tests they ran were "inconclusive."

The marketing director was pulling his hair out trying to figure out why nothing was working.

"Maybe A/B testing is just overrated," he told me.

It's not. 
But almost everyone is doing it completely wrong.

I learned this the hard way when a tiny, overlooked mistake cost us thousands—

...until we fixed it.

The best part? 

It took less than an hour to fix.

Here’s where to start if you want instant revenue gains:

A while back, we were running ads that should have been converting.

🔥 The CTR was solid.
🔥 Traffic was flowing.
🔥 People were adding to cart.

Yet... sales were flat. 

I assumed it was an ad problem.
Maybe our targeting was off?
Maybe the creative wasn’t strong enough?

Nope.

The real issue? 

A broken checkout button.

(like seriously) 

A glitch made it impossible for mobile users to complete their purchase. 👾

This happens to brands all the time.

Most people focus on fixing the wrong thing—

- Spending more on ads
- Rewriting product descriptions
- Redesigning the homepage

When in reality, one tiny broken step is blocking sales. 

Here’s how to find your the 1 (tiny broken) step away from your 💲💲💲:

1. Step into your customer’s shoes. 
⤷ Buy something from your own store today.

2. Check heatmaps. 
⤷ See where visitors drop off.

3) Read support tickets. 
⤷ If multiple customers complain about the same issue, it’s killing conversions.

Copy-paste headline formulas are lazy marketing.

I discovered 7 headline formulas that boosted our click-through rates by a shocking 31%.

The funny part? 

I'd dismissed these as "overdone" right before our traffic decreased.

Here's what actually worked:

1. The "How We" formula

➜ Not "How to" (yawn) but "How We [Achieved Specific Result]"

People want proof, not theories.

2. The Unexpected Number

➜ "[Unusual Number] Ways We Fixed Our Checkout Page"

Nobody cares about "10 tips" anymore, but they'll click on 7, 13, or 29.

3. The Bold Challenge

➜ "Stop [Doing Common Practice] If You Want [Desired Outcome]"

Challenging industry norms gets clicks every time.

4. The Confession

➜ "We Were Wrong About [Common Belief]"

Nothing hooks readers like someone admitting their mistakes.

5. The Specific Timeframe

➜ "How We Doubled Conversions in 17 Days"

Vague promises underperform specific timeframes by 24%.

6. The "What Nobody Tells You"

➜ "What Nobody Tells You About [Common Practice]"

Appeals to everyone's fear of missing insider knowledge.

7. The Counterintuitive Result

➜ "Why [Common Tactic] Actually Hurt Our Sales"

Contradiction creates curiosity.


I used to think formulas were for amateurs. 

Now I know better: 
Structure enables creativity rather than limiting it.

My opinion? 

Great marketing isn't about reinventing wheels. 

It's about knowing which proven wheels to use for the terrain you're on.

What headline formula has worked surprisingly well for your business?

"Nobody buys the middle option anyway."

That's what I insisted when our product team suggested adding a third price tier.

The decision to ignore them cost us roughly $127,000 in lost revenue over 4 months. 

When I finally caved and agreed to test a third plan

something unexpected happened: 
➜ our "target" middle package sales jumped by 36%.

I now have to admit my team was right during every monthly review meeting. 

Here's what I learned about pricing psychology the hard way:

1. We were accidentally making our premium plan look absurdly expensive

With just two options, our high-tier plan seemed like highway robbery compared to the basic. 

Adding a middle option made premium feel more reasonable.

2. The "compromise effect" is frighteningly powerful

Turns out our brains are wired to avoid extremes. 

When given three options, most people gravitate toward the middle

—it feels like the responsible choice.

3. The "decoy effect" is equally potent

Our new middle tier was priced closer to premium but with notably fewer features. 

This made premium suddenly look like a stellar deal.

The strangest part? 

We actually saw a small increase in premium plan purchases too. 

The third option didn't cannibalize

—it catalyzed.


My unpopular opinion: 

most companies (especially SaaS) would benefit from MORE price points, not fewer. 

The "keep it simple" mantra is costing you money.

And don't worry about "decision paralysis" that kicks in at 7+ options, not 3-4.

So if you're still offering just two pricing tiers because "that's what everyone does"...

you might be leaving money on the table.

Just like I was.

Anyone else found pricing psychology principles that contradicted your initial assumptions?

"Just delete the damn button."

That's what our lead developer snapped after I spent two hours debating tiny checkout page copy changes.

Everyone thought I was being obsessive. 

Maybe I was.

But three weeks later, that "obsession" with micro-copy had increased our checkout completion rates by 9% 

— translating to an additional $247,000 in annual revenue.

All from changing just 5 words.

The change that made the difference? 

Replacing "Complete Purchase" with "Get [Product Name] Now" on our checkout button.

That's it. 
Five simple words.

The second biggest win? 

Swapping "Enter shipping information" with "Where should we send your [product]?"

These tiny text tweaks made our conversions jump because they transformed sterile instructions into human conversation.

I've since become evangelical about micro-copy

Those small bits of text that everyone overlooks:

• Form field labels
• Error messages
• Button text
• Progress indicators
• Confirmation messages

My team now jokes that I have "micro-copy OCD," 

but they can't argue with the results. 

Last month's changes to our error messages alone recovered an estimated $36,000 in otherwise abandoned carts.

The hard truth I've learned: 

Customers don't abandon checkout because of big UX failures. 

They leave because of tiny moments o:
- confusion
- hesitation
- uncertainty

—all influenced by micro-copy

Most companies obsess over hero headlines but ignore these small-yet-mighty conversion levers hiding in plain sight.

taplio

The Battle

James Carran

Kam Hossieny

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Performance ScoreJames Carran's LinkedIn Performance

Performance ScoreKam Hossieny's LinkedIn Performance

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The Battle

James Carran

Kam Hossieny

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}James Carran's LinkedIn Performance

Performance ScoreKam Hossieny's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJames Carran's LinkedIn Performance