Why do so many businesses mistake complexity for credibility? The truth is, if someone doesn't understand it, they don't trust it.
Tone of voice is too often seen as a superficial “comms” thing. When really, it’s a strategic asset.
Modern jargon isn’t always complex. It’s familiar. It sounds sensible, safe… and dead boring.
Not enough urgency, little social proof, weak calls to action... they're all important for funnels to work well. But they're not the REAL reasons why they fail.
